Affinity Sutton

Product hierarchy, segmentation, naming, sub-brand identity development and guidelines.


Affinity Sutton is an award-winning property developer that has been helping people to put down roots since 1909. As part of a brand identity overhaul, Affinity commission Fabrik to undertake a portfolio segmentation and sub-brand review, to consolidate the organisations vast array of products and services, many of which go beyond property development and providing new homes.


Fabrik created an over-arching theme and brand framework that led to the development of a structured suite of sub-service / product names and identities to represent the numerous strands of Affinity’s service offerings; from resident campaigns to engaging with employees and corporate and stakeholder communications. Fabrik also produced an online brand centre to bed-in the programme and aid on-going implementation.

What we did

  • Portfolio segmentation
  • Sub-brand development
  • Name generation
  • Visual identity guidelines
  • Online brand centre
  • Communications strategy

Kind Words

It’s a question of trust, skill and integrity that makes Fabrik one of our preferred design agencies. The people at Fabrik played an important part in the rollout of our new brand to our residents. Always objective and constructive, never precious, they’re a great bunch to work with.

Communications Manager
Affinity Sutton