Affinity Africa
A bold digital home for a new kind of African bank
The Challenge
Affinity Africa is a Ghana-based challenger bank aiming to redefine personal and business banking across the continent. The challenge wasn’t just to design a website, but to define how the brand speaks. We created a digital presence that clearly expressed Affinity’s offering and could grow with the business.
Wireframing
Our first step was to establish a clear and intuitive content structure. We built out a wireframe system that supported both business and personal customers, ensuring a tailored journey for each. By mapping out user needs and behaviours, we were able to design navigation that felt simple, familiar, and responsive to different customer types. This stage also laid the groundwork for storytelling, enabling us to clearly differentiate the benefits of banking with Affinity.
Website Design
With the structure in place, we focused on design—introducing custom graphics and illustrations to showcase app features like real-time insights, smart budgeting, and secure payments. A vibrant gradient, inspired by African skylines, became a signature element, bringing warmth and symbolising support from dawn to dusk. We also built a flexible design system and style guide to help Affinity’s team evolve the brand with confidence.
