What started as a rough sketch turned into one of our proudest blooms. Here’s how we made it happen from inception to completion.

Refreshing a Financial Brand Built Around People

Affinity Credit Union has always believed that people come before profits. As one of Canada's largest credit unions, the organization wanted a refreshed brand that would increase awareness, stand apart from traditional financial institutions, and better reflect its optimistic, community-first approach.

We partnered with Affinity to evolve its visual identity, messaging, and campaign assets while preserving the trust and recognition the brand had built over decades. Our work included a brand refresh, expanded visual system, launch campaign, microsite, advertising, and communications strategy—all designed to create a bold, energetic identity that feels distinctly Saskatchewan and unmistakably Affinity.

The result is a vibrant, modern brand that breaks away from the conventions of the financial industry. Through expressive visuals, a richer colour palette, and the campaign platform "An Affinity For You," the refreshed identity strengthens emotional connections with members while providing a flexible foundation for marketing, communications, and future growth.