Case Studies: Affinity Management Services

Luxury brand identity, brochure and website

“I don't believe we would have got there without Cogent. They have been pivotal in helping us achieve exactly the brand and the image we wanted.” Patricia Slavin, Managing Director

Affinity is based in the Isle of Man and provides yacht and aircraft management and corporate services to “ultra high net worth” clients both in the UK and internationally.

Managing Director, Patricia Slavin gave this assessment of Cogent’s work.

Affinity was formed in 2009 when I bought out my co-founders of Simcocks Yacht Management. We had to re-brand because we would no longer be part of Simcocks, a long established legal practice in the Isle of Man.

The new company would be young and dynamic and we needed an identity which would make us stand out from our competitors as being up-market, sharp and focussed. Our big problem was that although we knew what we were looking for, we had no idea how to go about achieving it.

I first found Cogent Design through the internet but then also had them recommended to me by one of my clients. Cogent took us through the whole process which made us feel we were in safe hands.

At the first presentation they showed us some really good design ideas and we looked at various finishes, colours and textures. Up to that point I had found it very difficult to express myself – creativity is not my strong point and Cogent helped us to crystallise in our minds what we were trying to achieve. They also provided a shortlist of names for the new company and we were well inclined towards a few of them. However Cogent recommend that we tested the possible names with clients. This was good advice because it really got our clients involved with us and in the end it was one of them that suggested Affinity.

A week after we gave Cogent our feedback they presented us with a developed concept and we loved it from the word go, it was absolutely what we were looking for.



For our launch event in Monaco, Cogent created our invitations, brochure, stationery and the pop-up stand. Naturally I was nervous about how it would go but at least I knew we were going to look good. The whole launch was extremely well received - our clients thought our new identity was “fabulous”.

Cogent has gone on to develop our website and we have been able to give visitors a clear idea of who we are and what we do but importantly make then want to contact us to find out more.

I don’t believe we would have got there without Cogent. They have been pivotal in helping us achieve exactly the brand and the image we wanted.

Patricia Slavin, Managing Director, Affinity