CLIENT
Affinidi
PROJECT
Branding the data ownership revolution
DISCIPLINE
Brand Positioning, Brand Narrative, Brand Personality, Corporate Identity, Brand Guidelines
Affinidi was founded in 2020 by state-owned investment company Temasek as a Verifiable Credentials (VC) solutions technology company, and garnered initial attention at the height of COVID for its groundbreaking vaccination verification solution.
Post-pandemic, Affinidi decided to pivot the business to focus on empowering ‘holistic identity’ through digital identity solutions, with a vision to enable individuals to take back control of their online identities which had for years been disaggregated across the internet and monetised by third party digital platforms and data owners for their own benefit.
A new proposition and identity was required to help steer Affinidi successfully through the increasingly competitive landscape of data ownership, management and authentication. The new brand would need to articulate the underlying benefit of the comprehensive suite of technologies being developed, while ensuring it could engage powerfully with developers, corporate partners and, most importantly, individuals seeking more control of their personal data.
A series of workshops with senior management and analysis of the developing competitive space provided the strategic foundation for the new Affinidi brand.
Out of this process came the Vision: A world where everyone can effortlessly and securely control, manage and extract value from their data, and a Mantra that would become the essence of the new company’s offer: Reclaim Your Data. Reclaim Your Identity. Reclaim Yourself.
These elements were then extended into a comprehensive brand narrative, brand personality and tone of voice to guide and bring distinctiveness to all future communication.
The Affinidi name remained, but a new visual identity was required to provide some separation from previous ventures and to represent the new vision and ambition of the business.
An intensive and highly collaborative creative development process then took place with the senior management team to conceptualise and develop the preferred identity approach and treatment.
The selected direction presented a more sharp and contemporary Affinidi brand, with a black and white geometric logomark made up of vertical lines reflecting the flow of data and a vibrant blue crescent representing convergence and accessibility of data to its owner.
The new logo was supported by an expansive visual system incorporating a vivid secondary colour palette and highly ownable secondary graphic elements.
It was critical that this new system provided both the structure and flexibility to be extended across the full range of Affinidi communications requirements and audiences. It would need to be able to inform future developments in product architecture, tools and features and works seamlessly across different channels and formats as the brand ramped up its activations.
The new Affinidi brand was launched in September 2023 and has become central to the organisation make early inroads in building a distinctive and focused presence, engaging developers and placing holistic identity firmly on the emerging tech agenda.
