Affinity Business Development is a woman-owned business development company that uses their positive energy, natural ability to connect people, and large network to help their clients grow and thrive.

Brand Descriptors: Positive + Vibrant + Connected

Exploring Ideas. We explored design concepts that could represent their warm nature and ability to connect people. Our research of competitors helped us find a way to stand out using vibrant, warm colors and a friendly lowercase font.

Creating Solutions. The logo uses the two i's in the word affinity to create wave-like lines between the two dots to represent conversation and connection. Purple symbolizes Affinity’s passion for people, contrasted with two warmer colors to show vibrancy, energy, and warmth.

Connecting People. We chose photography with candid, warm expressions and casual poses. A script font, that is similar to personal handwriting, is strategically used to reinforce the Affinity brand’s personable nature, creating a more welcoming experience for their clients.

© Scouter Design