eemageen LLC
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Affinity Creative Group

One agency. One clear point of view.

Agency launch / Editorial expression.
Agency launch / Editorial expression.

Branding, packaging, digital and retail expertise needed one clear story. Positioning, a shared mission and a defined visual system brought those capabilities into a coherent agency brand.

My contribution
Brand strategy & creative direction
Collaboration
Affinity Creative Group team
The scope
  • Brand positioning
  • Mission & messaging
  • Identity system
  • Launch & website expression

A clear story for a complex business.

Positioning and a shared mission connect the agency’s disciplines around one purpose.

Affinity positioning statement connecting brands and their audiences through designed experiences.
Brand positioning / One point of view across disciplines.
Affinity mission statement about client goals, craft, quality, relevant design and marketing experiences.
Shared purpose / Craft, quality and client goals.

Make the thinking visible.

Signature, type and color give the team a consistent way to express that purpose.

Affinity brand guidelines showing the full signature, standalone symbol, endorsement and reversed color applications.
Identity system / Signatures, symbols and backgrounds.
Affinity typography guidelines with Gotham Light and Medium specimens and Chronicle Text italic.
Typography / Gotham with Chronicle Text italic.
Affinity color guidelines specifying the red, cool gray and black brand palette.
Color / A focused red, gray and black palette.

From shared purpose to shared expression.

From an embossed seal to the website’s introduction, services and journal, the identity gives every encounter a recognizable Affinity signature.

Identity / Embossed Affinity seal.
Identity / Embossed Affinity seal.
Affinity website introduction with the winged A symbol above the agency positioning statement.
Digital expression / An experience-led introduction.
Affinity website services screen showing brand and packaging, digital media and video, and retail and promotion over a large winged A symbol.
Website / Three disciplines, one agency identity.
Affinity website journal with the winged A navigation mark and a grid of articles about design, people and brands.
Website / The identity carries through the agency journal.

Project credits

Brand strategy and creative direction in collaboration with the Affinity Creative Group team. Selected positioning, mission, identity guidelines and launch materials from the project archive.

What could your brand become?

Big-brand experience, focused on your business. We can start with one challenge, two connected services, or the complete journey.

Let's talk

Your brand looks confident.
Let’s see if it can take a roast.

Drop in a logo. Get a score, three candid takes, and one smart fix. No sign-up. Share it. Compare scores. See whose brand holds up.

Every critique is grounded in a brand framework developed by Gerardo García-Jurado, an Emmy and Effie-winning designer with more than 20 years of experience. Choose your critique level, from gentle to “I’m not afraid.”

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