Affinitiv is a data-driven, automotive technology company aimed at reaching consumers at every stage in the automotive lifecycle. Formed in 2016, Affinitiv has gone through over 7+ mergers and acquisitions. With so many brands merging together, Affinitiv was struggling to achieve brand recognition and overall consistency. As the result of the mergers, Affinitiv had acquired a product portfolio of 18+ automotive marketing solutions — making internal product training a challenge of its own.
BUSINESS GOALS
As Art Director and Lead Designer, on the Corporate Marketing Team, my main objective was to develop refreshed branding that accomplished the following business goals:
1. Give Affinitiv a consistent brand identity across the organization.
2. Reposition Affinitiv from a traditional marketing company to a large provider in automotive software as a service.
3. Develop marketing materials to assist the sales team in effectively understanding and selling Affinitiv's vast portfolio of product offerings.
THE SOLUTION
Working in Figma, I took the following steps to accomplish my objective:
First, I conducted a competitive audit by gathering samples of competitor's branding for my reference. I then researched color theory and psychology and gathered my findings into Figma for my reference.
Using Affinitiv's primary gold color as a base, I created an expanded color palette to help group Affinitiv's product offerings into 3 categories: Sales Conversion Solutions (green), Service Lane Solutions (blue), Customer Retention Solutions (gold).
Using the new color scheme, I collaborated with the product team to develop product icons for each of Affinitiv's solutions.
I organized the new colors, product logos, and iconography into a Figma Master Asset Library to aid in building out new marketing assets.
I created a key visual that served as a point of reference for internal and external clients. Grouped by color for simplicity, the modular “honeycomb” graphic was designed to effectively communicate Affinitiv’s Automotive Suite of Solutions.
Using the new key visual and Master Asset Library, I collaborated with the Corporate Marketing Team to produce the following deliverables:
Affinitiv Brand Guidelines - expanded from 7 to 30 pages
