For the Safe House project, the objective was to develop a campaign promoting the adoption of cats for an animal rescue organization. The main challenge was to communicate this message without using any imagery or visual references related to cats.

The target audience was single women over the age of 40. To engage this group, the concept incorporated a subtle sense of playfulness while maintaining a clear and thoughtful message. Typography and color were used as the primary visual tools, allowing the design to communicate through tone and composition. Irony was intentionally employed as a communication strategy to capture attention and encourage curiosity, inviting the audience to reflect on the message behind the campaign.