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Affinity brand strategy and identity

Affinity Academy new brand identity design - logo on white wall

Affinity Academy are a wonderful Hertfordshire based movement sports academy, offering gymnastics, cheer and parkour. They offer a unique experience where people of all ages and abilities can feel good about themselves and achieve success in an atmosphere designed for health, movement and fun.


They’re one of the most refreshing, genuine and passionate teams we have ever met and truly care about creating an amazing environment where anyone can thrive, and that nurtures life skills and self-belief. It was therefore an absolute pleasure to be selected to work with them and develop and evolve their new brand, creating an identity that really represented who they are and what they offer.


After establishing and defining their brand strategy, we set about developing their new logo and identity to reflect their brand values and personality, and incorporated the multiple movement based sports they offer. The chosen approach included using points on the existing affinity shape to create a new logo graphic (see the logo graphic transformation below) with a multiple colour gradient, and creating a custom font for the affinity logo type. 


In addition we created a new logo for their Sapphire Elite cheer squad that would work with and form part of the Affinity brand. After finalising all the logos and the identity, we created comprehensive brand guidelines to ensure the Affinity team knew how to effectively apply their new branding.

Affinity new brand visual identity design - logo graphic integrated with photographic image of gymnast

WOW we had an EPIC time! You took us so beautifully through the brand strategy workshop and approached it from an entirely different angle than either of us had expected - but a GREAT one! I really feel, for the first time in years, that we might just get this message out there in the way it's intended. So so exciting and also a huge weight off my shoulders.

Affinity brand identity design brand guidelines
Affinity new logo design - white and colour logo variant on black background
Affinity visual identity design logo graphic on pop socket