Affinity Outdoor Living
Contemporary, Innovative, Approachable
Custom Brand Identity & Website Styling, Email Marketing Template
Affinity Outdoor Living is a Windsor-based brand specializing in luxury, low maintenance, long-lasting outdoor furniture and accessories made from recycled plastic.
Founder James Gibb, with a background in plastic parts manufacturing, discovered his passion for product development during the pandemic while assisting neighbors with custom projects. He initially focused on creating partitions, later expanding to outdoor furniture pieces and accessories.
As the outdoor living segment of his business grew, we embarked on a journey to craft a brand that resonates with his ideal clients, attracts new reseller partners, and embodies the essence of Affinity Outdoor Living products. With a custom visual identity and website styling, the brand is now positioned to be a leading player in the outdoor furniture industry.
James's vision for Affinity Outdoor Living was to make outdoor furniture and accessories that showcase innovation, style, and a deep respect for the environment. Understanding that the primary target audience (aside from reseller partners) consists of female professionals and mothers, we crafted a brand tone that is both approachable and aspirational. Our goal was to appeal to their practicality and desire for low-maintenance, long-lasting outdoor living solutions while highlighting the stylish designs offered by Affinity Outdoor Living.
To reflect this vision, the primary logo features a strong modern typeface with rounded corners, mirroring the mitred edges of the products. We also crafted a custom silhouette of the signature Northshore Adirondack chair, cleverly forming an abstract letter “A” to visually represent a core piece of the brand’s collection. The logo suite was paired with softer typography selections and a calming, organic palette inspired by outdoor landscapes. These colours evoke feelings of calmness, serenity, tranquility, security, and reliability — aligning with the serene and sustainable essence his ideal clientele seek to create in their exterior environments.
Affinity Outdoor Living’s redesigned ecommerce storefront offers customers an on-brand, user-friendly digital experience. Strategic enhancements include a mega menu to organize the expanding product library into collections, featured products and shop favorites highlighted on the homepage, a section showcasing James’ commitment to well-made, eco-friendly products, and Call to Action banners inviting resellers to become partners. These are just a few of the many strategic choices we implemented.
Along with crafting a custom brand identity and digital storefront, Duelle Made was also invited to provide art direction for the photography. High-quality, thoughtfully directed imagery plays a crucial role in visually communicating values, qualities, and personality. When paired with other elements such as logos, colour palettes, and typography, these images help establish a strong and recognizable visual presence.
For Affinity Outdoor Living, we aimed to convey their premium quality, style, and attention to detail through lifestyle photography that presents their products in natural lighting and authentic settings. As you can see, this approach reinforces their commitment to excellence and enhances the overall experience.
Timeless, Serene, Holistic
Timeless, Welcoming, Reliable
Down-to-Earth, Authentic, Serene