Affinity Psych

Our goal:

show that Affinity Psych helps every type of person, background, and issue … without overwhelming the site visitor

Design Brief:

With an evolution of Affinity’s existing emblem and serif font, we smoothed out the shape, made it more geometric to give it an innovative vibe, while taking it out of its frame so the logo can act as an anchor on the page.

Keeping within the client’s request to use aqua as a color scheme throughout we also embellished it wherever we could in the backgrounds and supportive elements.

We felt the aqua palette was strong and in the same spirit wanted to modernize the color using it in an array of gradients, opening up the look of the site with more than one hue.

We wanted Affinity’s typography to look semi trendy pairing a more traditional (web current) serif font, bold and conversational with a sleek, large letter-spaced, sans serif body font. Interactively, we used large buttons and slides for example, to ensure a current, technical feel.

Before & After

Use the sliders to see the site’s transformation

Affinity Psych: home page design

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