APF

Squeaky immersed itself in APF’s mission and vision to elevate the organization’s brand with clarity, credibility, and purpose. The logo was redesigned to feel more refined and contemporary while preserving its symbolic meaning of a “key that gains access”.

The original key icon—representing opening doors to care—was reimagined in a more subtle, sophisticated form, thoughtfully integrated into the lowercase “apf” acronym letterforms. The result is a modern identity that feels inclusive, professional, and mission-aligned.

Squeaky collaborated closely with the APF Marketing and Development teams as well as the co-founders to design an intuitive, welcoming user experience that makes it easy for visitors to find services, learn about the mission, and support the organization. The site was structured to be highly scannable and approachable, ensuring clarity for multiple audiences—from clients seeking care to donors and advocates.

A persistent Donate Now call to action was strategically integrated throughout the site to drive contributions without disrupting the user experience. Thoughtful content hierarchy, custom visuals, and inclusive design principles work together to guide users seamlessly toward engagement.

Squeaky developed an accessible, calming color palette that supports optimal legibility while creating an inviting emotional tone. Custom textural image treatments and organic shapes—such as talk bubbles, symbolizing communication and connection—bring warmth and humanity to the design.

All iconography was custom-created and aligned with the new brand system, ensuring visual consistency and flexibility across digital and print touch points.

Squeaky brought the new APF website to life in WordPress, pairing custom design with a flexible, easy-to-manage backend. Custom templates empower the APF team to update content independently while preserving brand integrity and design consistency as the organization grows.

To extend APF’s reach and impact, Squeaky created a library of branded social and digital media templates as well as a digital brand style guide with directive on how to create custom, stylized and unique imagery. These assets give the APF team the tools to communicate consistently across platforms, maintain brand cohesion, and quickly adapt to evolving campaigns and outreach initiatives.