true creative freedom
Affinity
It’s exciting when you get to write for a brand and product that feels genuinely revolutionary. Not “revolutionary” in the typical brandspeak kind of way, but something that’s actually going to change the game.
Affinity is the pro-grade creative software platform that’s completely free to use. Three studios - vector design, photo editing and layout - in one super-powerful app. No subscriptions, no hidden charges. Great news for pro creatives, terrible news for that other well-known design platform that also begins with an A (and rhymes with Moby).
Welcome to a bold new era of creative freedom.
BURN YOUR SUBSCRIPTION
When Affinity joined the Canva family, many users feared the platform would move to a subscription model. Instead it did the opposite, announcing that the latest version would be completely free, forever.
I worked with the team at Canva/Affinity and independent design studio Twist to let creatives of every ilk know about this seismic shakeup, persuading them to drop stale, so-called industry standard tools in favour of creativity without compromise.
We kicked off with this hype reel, a rallying cry for creative liberation crafted with ManvsMachine (which now has more than 62m views). The response from the creative community surpassed all expectations. Affinity recorded well over one million downloads in the first week, and eclipsed the three-million mark in just 33 days.
for creatives, by creatives
The new-look Affinity came equipped with an irreverent verbal identity that taps into the shared experiences of creatives who put the hours in. Knowing, liberating and a little out-there. In short, fresh.af.
It was fun putting this playful tone of voice to work across countless brand touchpoints, from email and social to live events and merch.
