Affinity Tone of Voice — Professional & Affordable
Tagline: "Creative Software for Professionals"
Industry: Creative Software
Sector: Design
How Affinity Communicates
Affinity ties professional creative software to a one-time price. "Creative Software for Professionals" frames its design apps around pro-grade power without the endless subscription fees of rivals — professional, affordable, powerful. The voice is pro-without-subscription and confident, selling serious creative tools that designers can simply buy and own, no monthly bill required.
Tone Words
Affinity's brand voice is defined by the following tone words: Professional, Affordable, Powerful.
Communication Style
- Language Style: Pro-without-subscription
- Sentence Type: Descriptive
- Tense: Present
- Expression: Straightforward
Affinity Brand Story
Serif created Affinity as a professional alternative to Adobe's subscription model. Photo, Designer, and Publisher offer comparable power to Photoshop, Illustrator, and InDesign at a one-time price. For creatives tired of subscription fatigue, Affinity proves you don't need to rent your tools.
Brand Message
Pro creative tools without the subscription
Brand Mission
Provide professional creative tools at fair prices
Brand Positioning
Core Concept: Adobe Alternative
Central Tension: Expensive vs. Affordable
About Affinity
Affinity Labs was a company that built social networking sites for niche groups such as firefighters, police officers, nurses and the Armed Forces. In January 2008, Affinity Labs was merged into Monster.com in a $61 million transaction. Affinity Labs sites have over a million registered members, as of January 2008. PoliceLink, aimed at law enforcement personnel, is one of Affinity Labs' most active sites with over 717,000 unique visitors per month. Other sites include: SalesHQ, ArtBistro, TheApple, FireLink, NursingLink, InsideTech, GovCentral, IndiaOn, Excelle, AllHealthCare, and the European communities, HMForces.co.uk, ProNurse, and WerPflegtWen. In 2008 after Monster acquired Affinity Labs, it then bought a French military website, Armees.com for an undisclosed fee, then transferred the site to its Affinity Labs social networking vertical. In March 2012, it shut down its European operations. Despite HMForces.co.uk being its most successful vertical, and having shared resources with Military.com, the global recession did not assist its longevity. HMForces.co.uk still has a strong presence on social networking sites to this day, evidence of its popularity. Further references to...
Frequently Asked Questions About Affinity
What is Affinity's tone of voice?
Affinity uses a professional, affordable, powerful tone of voice. Their communication is pro-without-subscription, typically using descriptive-style sentences in the present tense. Their tagline "Creative Software for Professionals" exemplifies this voice.
How does Affinity communicate with customers?
Serif created Affinity as a professional alternative to Adobe's subscription model. Photo, Designer, and Publisher offer comparable power to Photoshop, Illustrator, and InDesign at a one-time price. For creatives tired of subscription fatigue, Affinity proves you don't need to rent your tools.
What is Affinity's brand message?
Affinity's core message: Pro creative tools without the subscription Their mission: Provide professional creative tools at fair prices
What is Affinity's slogan?
Affinity's slogan is "Creative Software for Professionals". It carries their professional, affordable, powerful voice.
What is Affinity's mission?
Affinity's mission: Provide professional creative tools at fair prices
What makes Affinity's brand voice unique?
Affinity stands out through their professional, affordable, powerful communication style. Their central brand tension, "Expensive vs. Affordable", shapes how they communicate across the Design sector.
What language style does Affinity use?
Affinity uses pro-without-subscription language, with straightforward messaging, in descriptive-style sentences, using the present tense.
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