Squid’s Kittens: 
A Los Angeles Cat Rescue
Squid's Kittens is a Los Angeles-based cat rescue organization dedicated to providing loving homes for kittens and cats in need. The inspiration behind the organization is Squid, a kitten found at just a day old with a distinctive crooked tail. Her playful and spirited nature transformed her caregivers into passionate cat enthusiasts, motivating them to establish Squid's Kittens to continue rescuing and fostering vulnerable felines.

The organization's future plans include opening Squid's Cat Café, where visitors can enjoy coffee while interacting with adoptable cats. This initiative aims to provide a steady income to support more rescues and offer a sanctuary for socializing shy or scared cats, enhancing their chances of finding forever homes.
Branding
The branding and design of Squid's Kittens were crafted to reflect a fun and inviting atmosphere, aligning with the organization's mission and future café concept. The logo draws inspiration from Squid's unique crooked tail, embodying a sense of hope and playfulness. The design process involved multiple renditions to capture this essence accurately.
Colors
The color palette centers around shades of pink, a nod to Squid's signature color. This choice not only honors Squid but also differentiates the brand from other rescues that typically use blues or greens, creating a unique and welcoming identity suitable for a cat café environment.
Illustrations
All artwork featured by Squid's Kittens is original and digitally illustrated, emphasizing a fun and playful aesthetic that resonates with the organization's ethos.
The Website
The website's primary goal is to encourage donations, achieved by incorporating prominent donation call-to-actions (CTAs). Secondary goals include recruiting volunteers, addressed through additional CTAs. To maintain a user-friendly experience, the website is designed as a clean and consistent one-page layout, complemented by engaging elements to sustain visitor interest.
A/B Testing
In the early stages of launching Squid's Kittens, we conducted an A/B test on a small sample of around 100 users over the course of two weeks to better understand user behavior and optimize our donation process. We tested two variations: one that embedded the Donorbox API directly on the site and another that featured a simple button linking out to our Donorbox page. Despite the limited sample size, the results were clear — 100% of the donations came from users who interacted with the button that directed them to the external Donorbox page. This insight allowed us to pivot our strategy and prioritize a simpler, more intuitive donation flow that aligned with user behavior and ultimately increased conversion rates.
Online Presence
Consistency across social media platforms is maintained by featuring imagery of Squid's eyes peeking over, reinforcing the brand's playful and cohesive presence online.
