Affinity. True creative freedom.
The crew that made it happen
A huge thank you to the incredible brand teams at Affinity and Canva — especially Cat van der Werff, Tom Carey, and Erin Schaffer.
This project was full of amazing collaborations:
Hype reel: Manvsmachine
Typeface: Ohno
Symbol and wordmark craft: Rob Clarke
Ethos Badges: Made by James
A bit of context
Affinity was preparing to change the world of pro creative software forever with its latest version ready to launch. Now part of the Canva family, it was time to give the industry’s secret weapon a radical new identity, built with its own tools.
The problem to crack
Affinity has a cult following in the design world. We needed to reimagine the brand without alienating the core community, paving the way for the platform’s ground-breaking new era: complete creative freedom.
What we did about it
As part of a tight-knit team from Affinity and Canva, we worked closely to craft a brand that truly embodies the Affinity ethos: For creatives, by creatives. Staying true to their punk-hearted attitude, we began with an irreverent tone of voice that speaks to the shared experiences of pro creatives who put in the hours — paired with a visual language inspired by how the platform actually feels to use.
The new Affinity brings three creative studios together in one app for uninterrupted creativity. Plus, it’s 100% free to use, forever. Our reimagined brand identity delivers this sense of creative freedom at every touchpoint. Every touchpoint is unapologetically bold, crafted to feel unlike anything else in the industry. Fresh.af
"Working with Twist was, well, an absolute pleasure. Their thoughtfulness, craft and care comes as standard but what makes them such a great partner is how easy and fun they are to work with. I forgot they were an external agency, just feeling like they were part of the team, actually the heart of the team. I could not recommend working with Twist higher."
Tom Carey
Creative Director for Europe at Canva
