Refreshing Affinity Trust into an authentic, engaging and accessible brand. 

During my time at Alive, I led the creative evolution of Affinity Trust’s brand to support their growth ambitions. Working in close collaboration with their team, I ensured the new identity felt genuinely authentic at every touchpoint.

To maximise accessibility, the design system utilises high clarity typography, simplified language, a flexible colour palette, and diverse photography. The new logo features a unique star that forms an ‘A’ via an endless loop, symbolising infinite possibilities and the bright futures of the individuals they support.

Final deliverables included comprehensive brand guidelines, social media assets, digital guides, and direct mail.