Affirmative Finance Branding & Advertising

This project covered brand positioning, visual identity and an integrated marketing campaign for bridging loan specialist Affirmative Finance.

At the time, the category was awash with the same visual clichés, aspirational landscapes, people on mountain tops, and vague metaphors about “reaching new heights.” We deliberately chose to go in the opposite direction.

Instead, we positioned Affirmative Finance as confident, proactive problem-solvers with a genuine can-do attitude. To bring that to life, we developed a distinctive graphic comic-book visual language, using bespoke illustration commissioned from artists in Chicago. The result felt bold, energetic and unmistakably different from anything else in the market.

The comic-book approach wasn’t just a campaign idea, it became a core part of the brand’s look and feel, rolling out across advertising, marketing materials and the website itself. It reinforced the idea that Affirmative Finance doesn’t posture or over-promise; they act quickly, think creatively and get deals done when others won’t.

By embracing a Marvel-esque graphic style, the brand positioned itself as a challenger and disruptor in a traditionally conservative sector, confident, modern and refreshingly direct.

I led the brand positioning, creative concept, copywriting and art direction, ensuring the visual and verbal identity worked together to clearly express Affirmative Finance’s personality and point of view.