Affinity

Creative software provider Affinity tasked us — and our sister agency Tank — with defining the brand and its audience ahead of the launch of its Version 2 package. To help introduce it to new markets and territories, we needed to find Affinity’s point of difference and give its brand voice the power to cut through.

In order to give Tank the right ammunition, we identified Affinity’s audience and created messaging to support its vision. Messages that highlighted its features and harnessed its strong community of users with a consistent tone of voice.

Using this, we strategically activated the brand over a sustained period of time. It gave Tank the ability to introduce Affinity to new markets in a memorable way, ultimately resulting in a huge rise in subscribers for the service.