The world has changed. 

To stay ahead, brands need to adapt, innovate and reorganize around human needs and experience. That’s why we founded Affinity. 

Working at the intersection of branding, experience design and culture change, we drive growth for business by creating value for people. 

Based in London, New York and Chennai, our highly experienced teams deliver agency creativity and consultancy rigor without the eye-watering fees. 

For us, design is more than visual. It’s a way of thinking and doing. We pair it with culture change to help you solve problems, drive change and achieve ambitious commercial objectives. 


  • Digital Design
  • Brand Design


  • Digital Design
  • Brand Design
  • Culture Development
  • Environmental Design
  • simon affinity
    Simon Green
    Simon is the driving force behind Affinity and ensures that all areas of the business are performing to the highest standard. He is an experienced agency leader with over 25 years’ experience in managing marketing services businesses. Over the years, Simon has led and delivered a host of brand, communication and digital design programmes in the UK and overseas.

    Clients: Hitachi, Reebok, Motorola, Thomson Reuters, Oracle, Ray-Ban, RBS, Ferrari Racing, HBOS, NHS
    • Business Strategy
    • Brand Communications
    • Digital Communications
  • stephen affinity
    Stephen Bates
    Head of Strategy and Content
    Stephen leads the Affinity Strategy and Marketing teams, ensuring our thinking and content are robust, clear and engaging. Over the last 18 years he has worked as both a consultant and Marketing Director for over 20 agencies, startups and B2B service businesses. Stephen is a passionate believer in the power of design and organisational culture, as well as the importance of embedding strategy in day-to-day activities.

    Clients: Adidas, Activision, BBC, Google, Nike, Uniqlo, Virgin Media, Home Office, Ofsted, Activision
    • Brand and Experience Strategy
    • PR and Content Marketing
    • Copywriting
  • joanna affinity
    Joanna Jenkins
    Head of Client Services
    A dedicated relationship builder. She loves to challenge the status quo and believes that collaboration, courage and creative thinking are critical to bringing business and brand strategy to life. Prior to Affinity, Jo held senior roles at a number of global design consultancies including Saffron, Pentagram, Interbrand and DesignStudio. She has led numerous brand and experience design projects, both nationally and globally.

    Clients: AirBnB, KPMG, Logitech, Perrigo, Philips, Wonga, Goldman Sachs, Tribe Impact Capital, Noble Foods
    • Business and Brand Strategy
    • Client Services
    • Project Management
  • ian affinity
    Ian Houghton
    Creative Director
    Ian is an experienced Creative Director with over 25 year’s experience in design and steering the creative output of agencies. Before joining Affinity, he spent a decade running his own agency Handsome Brands. Prior to that he worked as a Senior Designer and Creative Director at many of London’s leading agencies including Landor, Steiner and Co, and Coley Porter Bell.

    Clients: Bayer, Body Shop, BT, Novo Nordisk, Pepsico, Wellcome Trust, Barclays, TP ICAP, Roche
    • Creative Strategy
    • Creative Direction
    • Brand and Experience Design
  • clare affinity
    Clare Bennett
    Digital Strategy Director
    Clare has over twenty years’ experience in developing digital experiences for major brands. As a strategic thinker, she’s used to working with C-suite clients to deliver complex B2B and B2C engagement projects. Prior to Affinity, she worked at several leading, global agencies including Ogilvy One, Rufus Leonard, Proximity and Radley Yeldar.

    Clients: AMEX, British Gas, Lloyds, O2 Telefonica, Orange Business Mobile, Royal Mail, Syngenta, TSB, Visa
    • Research and Analysis
    • Digital Strategy
    • Content Strategy
  • Nicola Sayers
    Nicola Sayers
    Consultant, Financial Services
    Nicola is one of Affinity’s independent advisors and guides our strategic thinking for financial and fintech clients. She has 25 years’ experience, including over a decade in senior global marketing roles at HSBC. Whilst there, she managed multidisciplinary teams across 12 markets and budgets of up to $90m. Her experience includes consulting with scale-up fintechs on brand strategy, demand generation and organisational design.
    • Marketing and brand strategy
    • Brand activation and experience
    • Demand generation


  • “Tremendous efficiency, invaluable advice and scrupulous attention to detail. A talented and enthusiastic team that’s a pleasure to work with.” Angela Ferguson, Marketing Director – AWG plc
  • “Just an exceptional job. They helped us to compete with the biggest consulting firms in the UK. And their fee paid for itself within a week of launch.” Mungo Dunnett, Managing Director – MD Associates
  • “We needed a partner that could fully understand our challenges and rapidly professionalize our brand and communications. Affinity delivered this with creativity, precision and passion.” Lianne Deeming, CEO BlueLight Commercial
  • “Simon’s team challenged our thinking and delivered a dynamic solution that significantly enhanced the richness of our consumer experience.” Ray Collins, Senior Digital Operations Manager – Motorola Mobility


  • Value for people drives growth for your business
    By delivering emotional and functional value for your audiences (branding by doing rather than telling) we build the authentic, long-term relationships that drive growth.
  • Shapes perception of your brand and business
    By combing brand and experience design with people and culture development, we shape how your brand and business are experienced across digital, physical and human touchpoints. This improves perception of your business and more deeply embeds brand and business strategy across your organisation (e.g. in mindsets).
  • Inspires and develops your workforce
    By combining brand communication with people development, we help you create the high-performance leaders and teams that ‘live your brand’, adapt to change and drive innovation and growth.