Bay Area Brand Design Firms Merge

AFFINITY

Two respected brand-design services agencies in the San Francisco Bay Area have merged together.  Affinity Creative Group and Sterling Creativeworks are now one.  John Swain, President and Principal of Affinity Creative Group remarks, “Recognizing our mutual commitment to our clients, our teams and our craft, we are proud to combine forces with Sterling Creativeworks and announce the appointment of Cynthia Sterling as Creative Director for Affinity’s Brand Design team … With over 25 years as a design entrepreneur and leader of her own firm, she possesses rich insight and deep understanding of the power of creativity to influence consumer behavior in both on-premise and retail venues.” Adds Sterling: “Affinity’s increasing momentum and visibility in the marketplace as the go-to agency for cross-practice creative disciplines convinced me that our joining of forces made perfect sense.”

Principals John Swain and Dave Miller founded PackagingARTS, the forerunner of Affinity Creative Group, in 1995 to produce retail and trade marketing materials for the wine and spirits communities.  Since then, the agency has grown to provide marketing services across an array of disciplines.  Affinity’s and Sterling’s client rosters range from large producers like Constellation Brands and Trinchero Family Estates to boutique luxury purveyors that include Flora Springs and ZD Wines.

Managing Director of the Brand Design team, Ed Rice, elaborated, “I’ve known Cynthia as a friendly yet formidable competitor for some time. I’m looking forward to now having her sit on our side of the desk, working together as colleagues…” Sterling will oversee creative output of the agency’s complement of designers, joining Ed and the Brand Design leadership team: Heather Cappola, Director of Client Services and Allen Nauright, Director of Production and Technical Services, at Affinity’s Creative Campus on Mare Island.  The agency occupies two turn-of-the-century mansions and a bungalow along historic Officer’s Row, on the storied former Naval Base and Shipyard adjacent to the City of Vallejo.