The Association Paritaire pour l’Emploi et la Formation (APEF) is a non-profit organization active in the French and German speaking regions of Belgium. It plays a central role in the non-profit sector, supporting associations and sociocultural services that serve the common good.
As a paritarian organization, APEF brings together employers and employees within its governance, ensuring that every action reflects a balanced and collaborative vision of work.
Challenges
APEF approached us with two main goals:
- Refresh its visual identity to better reflect its mission, values, and evolving role in the non-profit ecosystem.
- Rethink its website to make it clearer, more intuitive, and easier for visitors to find the information they need.
Our Approach
We began the project with a kick-off meeting to clarify objectives and understand APEF’s expectations and context.
Two collaborative workshops followed — one on identity, the other on digital experience — bringing together decision-makers and the communications team.
Identity Workshop
This first session focused on understanding how APEF defines itself and communicates.
We analyzed their existing identity, identifying what to keep and what to evolve, and refined their tone of voice.
Through a visual audit and persona exercises, we explored how APEF speaks to its audiences and how its brand personality could be expressed more clearly. Together, we defined the core elements to emphasize moving forward.
These steps ensured that the new identity would follow a coherent creative direction, one that captures who APEF is and what it stands for.
Once the graphic concept — the visual expression of APEF’s identity — was approved, we developed a brand book as a creative reference for all future communications, including the new website.
Digital Workshop
The second workshop focused on APEF’s digital presence.
Through card sorting, information architecture mapping, and a review of peer websites, we gained a complete picture of their ecosystem and communication challenges.
A design critique of the existing site helped us identify friction points and improvement opportunities.
We then validated the new site structure and developed wireframes to organize content, define features, and make sure information is accessible and meaningful.
At the end of both workshops, we aligned on the core website functionalities and the creative direction for the refreshed visual identity.
To strengthen this foundation, we often recommend adding user testing, analytics reviews (Google Analytics, ContentSquare), or UX audits. These steps give us a full view of user behavior and help ensure the final result truly serves both the organization and its audiences.
The Result
- A Smooth and Collaborative Process
The project was shaped by close collaboration between APEF’s team and our in-house studio.
Together, we translated APEF’s mission into a refreshed, meaningful, and future-ready identity.
- A Renewed Identity and Reimagined Website
APEF’s visual identity was modernized while staying true to its DNA.
The new logo expresses the diversity and richness of APEF’s activities with greater simplicity and clarity.
- On the digital side, we focused on streamlining content and simplifying navigation.
The redesigned homepage now acts as a clear entry point, guiding visitors directly to the most relevant content, while each internal page was restructured for intuitive browsing. Almost like an FAQ, helping users quickly find what they need.
And For You?
Many projects begin with a straightforward goal: updating a logo or redesigning a website.
But those first steps often open the door to a deeper reflection: who you are as a brand, how you sound, and how you connect with your audience.
Through our collaborative workshops, we keep our clients at the center of the process.
Together, we build identities that make sense, grounded in your present, aligned with your future.
And not every project calls for a full redesign. We also provide targeted audits, whether focused on your brand identity or digital presence.
Our support adapts to your needs, your pace, and your ambitions. Discover our services.