Helping Animals is #SeattleAF
Client: Seattle Animal Foundation
Services: Brand Identity System: Strategy, Storytelling, & Visual Design
Partners: Laura Hoelzl
Seattle Animal Foundation began as Seattle Animal Shelter Foundation—a nonprofit built around supporting one shelter. But by 2024, its reach had grown well beyond that original scope. After restructuring its nonprofit status and legally changing its name, SAF needed a brand that could tell a bigger, bolder story: one about a citywide network of partners working together to better the lives of local pets and the people who care for them.
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A name change and expanded mission are only meaningful if the brand catches up. SAF had built genuine trust and recognition under its former identity, so the challenge wasn't just designing something new, it was honoring what existed while creating room to grow. The rebrand needed to feel like an evolution, not an erasure.
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Debuting publicly in early 2025, the new SAF brand repositions the organization as a broader community partner with a distinctly Seattle soul. The visual identity draws on quintessentially local elements, and the fresh, upbeat messaging gives SAF a voice that resonates beyond the shelter world.
