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.

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.