Founded in 2020 by Temasek, Affinidi quickly gained attention with its vaccination verification solution. As the post-pandemic digital landscape evolved, the company pivoted to empowering “holistic identity,” giving individuals control over personal data that had long been dispersed and monetised by third parties. Affinidi needed a clear proposition and visual identity to differentiate itself, engage developers and corporate partners, and communicate the value of personal data ownership.
We collaborated closely with senior management, using workshops and competitive analysis to define the brand vision: a world where everyone can effortlessly and securely manage, control, and extract value from their data. This was distilled into the mantra: “Reclaim Your Data. Reclaim Your Identity. Reclaim Yourself.” The new visual identity features a black-and-white geometric logomark with vertical lines representing data flow, paired with a vibrant blue crescent symbolising convergence and accessibility. A flexible graphic system and vivid secondary colour palette ensure scalability across products, platforms, and communications.
Launched in September 2023, the refreshed brand has helped Affinidi carve a distinctive presence in the emerging tech ecosystem, engage developer communities, and position holistic digital identity as a strategic priority. The identity signals innovation, trust, and empowerment, marking a clear step in the data ownership revolution.