PFI

Designing a visual identity, website, and custom font for a network of adult care homes, Partners for Independence.

Scope

Visual Identity & Website

Visual Identity & Web

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Client

Partners for Independence

Partners for Independence

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Location

Bay Area, California

Bay Area, California

Horizontal Partners for Independence logo displayed on a pink background.
Horizontal Partners for Independence logo displayed on a pink background.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.
Floating letter illustration spelling “Hello!” using the Partners for Independence custom type.

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Discovery

(01)

Bringing heart and humanity to a sterile healthcare industry.

Partners for Independence (PFI) is a network of care homes supporting adults with disabilities. The challenge is that typical brands in the healthcare industry often feel cold and sterile.

Our goal was to create a brand full of personality, warmth, and humanity—a brand that feels like a home away from home, not a hospital.

Partners for Independence logo system showing vertical, horizontal, and PFI logotype variations.
Partners for Independence billboard mockup featuring the headline “Where big ideas meet big hearts!” on a pink background.
Partners for Independence typography poster mockup.
Illustration of the Partners for Independence “P” icon personified and surfing on a wave.
Partners for Independence business card mockups showcasing brand colors and typography.

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Design

(01)

Coloring outside the lines of healthcare branding.

Inspired by children’s building blocks, the primary logo reflects how PFI supports members step by step. We developed a custom font, hand-drawn illustrations, playful embellishments, and a personified “P” logo, balancing warmth and personality with professionalism and expertise.

Inspired by children’s building blocks, the primary logo reflects how PFI supports members step by step.

We developed a custom font, hand-drawn illustrations, playful embellishments, and a personified “P” logo, balancing warmth and personality with professionalism and expertise.

Partners for Independence custom font sample with bold block letters, tree illustration, and P logo icons resting underneath.
Partners for Independence custom font showing the full A–Z alphabet in bold, block lettering.
“Tokyo” repeated in a pattern using the Partners for Independence custom typeface.
“mmm… PB&J” typography illustration using the Partners for Independence custom font with dripping peanut butter and jelly artwork.
Typography poster using the Partners for Independence custom font spelling “SF” for San Francisco.
Typography poster using the Partners for Independence custom font spelling “NYC” for New York City.
Font sample showing the words “Rose Garden” to demonstrate scale and full-word usage of the typeface.

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Deliver

(03)

A brand that feels like home.

We delivered a complete visual identity, website, and flexible design system to give each of their homes a unique touch while maintaining a consistent brand, reflecting the same care, comfort, and welcoming energy as PFI itself.

Partners for Independence brand guidelines pages displayed in a grid.
Partners for Independence mobile website mockups showcasing responsive design and layout.
“Ok…” written in the Partners for Independence custom font with a small smiley face illustration.
“Bye!” written in the Partners for Independence custom font with a small heart illustration underneath.

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