Affinity was preparing to change the world of pro creative software forever with its latest version ready to launch. Now part of the Canva family, it was time to give the industry’s secret weapon a radical new identity, built with its own tools.

Affinity has a cult following in the design world. We needed to reimagine the brand without alienating the core community, paving the way for the platform’s ground-breaking new era: complete creative freedom.

As part of a tight-knit team from Affinity and Canva, we worked closely to craft a brand that truly embodies the Affinity ethos: For creatives, by creatives. Staying true to their punk-hearted attitude, we began with an irreverent tone of voice that speaks to the shared experiences of pro creatives who put in the hours — paired with a visual language inspired by how the platform actually feels to use.

The new Affinity brings three creative studios together in one app for uninterrupted creativity. Plus, it’s 100% free to use, forever. Our reimagined brand identity delivers this sense of creative freedom at every touchpoint. Every touchpoint is unapologetically bold, crafted to feel unlike anything else in the industry. Fresh.af


Thanks so much for Affinity´s and Canva’s incredible brand team — and especially to Cat van der Werff, Tom Carey, and Erin Schaffer.

This project was full of amazing collaborations : 
Hype reel: 

Affinity. Creative Freedom.

affinity

In its first decade, Canva gave millions of people the tools to design. As the platform continued to grow, the team set their sights on something bigger—empowering entire organisations, all around the world.




How do you evolve a globally loved brand without losing what made it special? Canva needed a refresh that could resonate with new audiences across different cultures—while staying true to their original purpose and personality.




Partnering with Canva’s in-house brand team, we helped redefine how the brand connects with people and businesses around the world while staying true to its essence. At the core of the refresh was the idea of Empowerment—design isn’t just about what people create, it’s about what that design empowers people to achieve in their world.


We built a brand system inspired by Canva’s own product: flexible, expressive, and easy to use. It adapts across moments, formats, and regions—infused with the same energy and playfulness users feel when they create with Canva. We infused playfulness and energy where competitors typically remain corporate and rigid. All without losing the clarity and confidence that makes the brand instantly recognisable.




Shout out to Canva’s incredible brand team — and especially to Cat Van Der Werff, Michael Webster, and Ashleigh Bowring.

A brand glow-up for Canva.

Canva


Workout Meals is a ready-made meals brand created for everyday athletes—people who care about nutrition but don’t always have time to cook. With a growing customer base and a competitive market, they needed a refreshed identity that could better reflect their energy, purpose, and audience.




Despite a strong product and loyal following, the brand lacked the visual punch and cohesion to stand out. The challenge was to create an identity that captured the boldness of their meals and their mission—fuelling everyday athletes—without losing the trust of their existing community.




Working from a sharp strategy developed by Untangld, we brought the new brand idea to life across packaging, digital, and comms. The result is a flexible identity system packed with colour, motion, and attitude—designed to energise the everyday athlete and fuel growth across every touchpoint.




Strategy: Untangld
Photography: Dominic Lasaitis
Code: Astronaut
Motion: Ralph Matthews, Mac Archibald


Big thanks to Sarah, Tomi and Dean for bringing us along for the journey.

Fuelling everyday athletes.

Workout Meals

Lyssna


Untangld is a strategy studio based in Australia, known for sharp thinking and a refreshingly honest approach. As their presence expanded internationally, they needed a digital home that could reflect their vision—and showcase the kind of thinking that sets them apart.




Most studios lead with case studies. Untangld wanted to lead with ideas. The challenge was to build a site that put strategy front and centre, while offering an experience as curated and compelling as their thinking.




We designed an editorial-inspired site that blurs the line between consultancy and publishing. Every element was built to elevate their ideas—from thought leadership to case studies—creating a platform that feels confident, intelligent, and completely Untangld.




Illustrations: Seb Agresti, Jan Buchczik, Ilana Bodenstein, Lan Turong, Yann Bastard. 
Code: Andrew Cuneen

Thank you to Danish, Jamal, Abbey and Sarah.



Making ideas irresistible.

Untangld

is a creative studio crafting out of the ordinary brands for extraordinary people. 

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A creative studio crafting out of the ordinary brands for extraordinary people.

Design by Twist

In an era of the forgettable, most brands follow the same rules — same look, same tone, same story. We build brands that are anything but ordinary. The kind people remember. The kind with a bit of a twist.

Out of the ordinary.

Affinity

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