Affinia

One of the UK’s leading accountancy firms needed a rebrand to unite its teams and fast-track its rise into the top 40 list.

LB Group, a prominent UK accountancy firm backed by Sovereign Capital Partners, needed a new identity to unite its teams and support rapid growth through its acquisitions of firms across the south of England.

I worked closely with their leadership team to develop a new name and identity that reflected the firm’s heritage, tone, and client relationships. "Affinia," inspired by "affinity," was chosen to convey trust and connection. From there, I designed a complete visual identity—including the logo, colour palette, typography, and photography style—to create a cohesive and professional brand.

The result is a unified, memorable identity that strengthens client trust, empowers staff, and supports the firm’s ambitious growth trajectory.

Role
Lead Brand Designer

Industry
Accounting & Finance

Project
LB Group rebrands to Affinia

Year
2024 - 2025

An identity built on charm
and connections.

Affinia wants to be seen as the challenger brand in its industry. To help achieve this, I designed a sophisticated yet approachable logo, built on the IBM Plex Sans typeface with custom weighting and letterforms. At its heart, the distinctive looped ‘N’ embodies Affinia’s charm and individuality, setting it apart from a sea of overly formal competitors. This unique feature also represents the strong, lasting connections Affinia builds with its clients.

The Loop:
A symbol of connection.

The connecting loop in the ‘n’ extends beyond the logo, appearing across key brand touchpoints—from OOH advertising and office wall murals to identity cards, social media, and print materials. It weaves through designs, hugging photos of clients and Affinia’s people, reinforcing the brand’s warmth and human connection. More than just a graphic device, it serves as a constant reminder of Affinia’s purpose: building strong, lasting relationships.

Affinia’s visual language.

Affinia’s brand typeface, Satoshi, is modern, readable, and designed to make numbers and data look beautiful. Paired with a structured grid system, it ensures clarity and consistency across all touchpoints. Combined with human imagery and clear copy, the design feels sophisticated yet approachable—perfect for a new kind of accountancy firm.