manalsohail.com

Challenge
Since Afiniti’s business was ever growing, the concept was to build strong connections with other stakeholders. That is why rebranding was vital to create long lasting impact on other businesses but also that it stands out. Representing Afiniti as the one and only entity that makes strong lasting connections.

Branding / Digital / Visual Design / UX / Logo

Everything is Connected

Branding / Digital / Visual Design / UX / Logo

Date

2020

Role

Senior Creative Designer - Branding, Digital, Logo Design, UX Research, User Interface, Layout

Agency

Afiniti

Deliverables

User Interface, UX, Logo Design, Brand Collaterals, Posters, Typography, Presentation Design

Solution
In the comprehensive process of rebranding, my role encompassed a range of strategic and creative responsibilities, collaborating closely with a designer and an animator. First phase included gathering insights through customer surveys, competitor analysis, and trend studies to inform our strategic decisions. With a solid understanding in place, we embarked on the logo design phase, posters, and refinement of new visual identities that would resonate with the target audience and reflect the brand's core values. Additionally, my involvement extended to crafting a refreshed user interface (UI) design that streamlined user experience while maintaining brand consistency.

Process

Solution
This game design was developed to bring interactive and engaging elements to Afiniti’s website by incorporating game mechanics and behavioral design techniques in a non-gaming environment. My tasks involved designing gamified elements that involved leveraging AI-driven pattern recognition to predict user's next moves, creating 3D assets for the game, developing an illustrated low-fidelity prototype, and presenting the concept to higher-ups of the marketing team.

Process

Outcome
The rebranding strategy was introduced in phases, the early stage implementations provided valuable insights and set the stage for future brand evolution, ensuring that the groundwork for a refreshed identity remains in place for potential future adoption.

Manal Sohail 2025 | Designer | sohail.m@northeastern.edu

Manal Sohail 2025 | Designer

sohail.m@northeastern.edu