Creator Technology
Affinity - Helping New Creators Find Their People
OVERVIEW
Affinity is an online service that helps connect new streamers with viewers who are more likely to engage with their content. The work addresses the challenge of discovery in a crowded streaming space, where creators struggle to find the right audience and viewers spend too much time searching. The visual direction builds a clear, approachable identity that reflects connection, community, and ease of use. The end result is a design system that positions Affinity as a memorable platform for connecting emerging streamers with the right viewers intentionally.
Role
Scope
Personal Project
2023 - 2024
Platform Branding, Brand Strategy, Visual System, Motion Direction, Creator-Focused Digital Assets
Brand and Motion Designer
Timeline
Team
PROBLEM
Talent does not guarantee discovery in a crowded streaming space
Creators
“I keep showing up, but it is hard to grow when the right viewers never find me.”
Affinity
“The platform needs to feel useful quickly, while still feeling social, energetic, and easy to trust.”
Viewers
“I want new creators that match my taste, but searching across platforms takes too much effort.”
DESIGN CHALLENGE
The challenge was to make creator discovery feel more intentional, helping viewers find streamers that fit their taste while helping new creators reach people more likely to care
Long-Term Community
Build a brand that feels social and relationship-driven, supporting repeat engagement beyond a one-time discovery moment
Clear Match
Show how personality, content style, and shared interests can lead to better creator-viewer connections
Lower Friction
Make discovery feel faster and easier for both sides: viewers spend less time searching, while creators get a clearer path to the right audience
STRATEGY & POSITIONING
Discovery through curation, not chance
Guided Pathway
Connected shapes, chains, and directional layouts turn discovery into a clear step-by-step path between creator and viewer
Taste Match
The visual system highlights personality, content style, and shared interests, showing that stronger discovery starts with better fit
Community Loop
Repeated links and modular visuals show Affinity as a platform built for ongoing connection, helping creators build audiences that stay, return, and engage
RESULT & TAKEAWAY
Affinity makes discovery faster and more relevant, creating more time for repeat connection and long-term community growth
Making an Invisible Process Visible
Matching, taste, and relevance are abstract ideas, so the visual system used connected shapes, pathways, and modular graphics to make discovery easier to understand
Designing for Two-Sided Value
The brand needed to speak to creators and viewers at the same time, showing growth for streamers and easier discovery for audiences
Balancing Energy with Clarity
Creator culture needs personality and expression, but the platform still had to feel simple and useful. The system keeps the brand lively without making the experience feel confusing
