Canva has announced that its UK-based professional creative suite, Affinity, has surpassed one million sign-ups in under a week, following its landmark move to make the software completely free — forever.
The milestone marks the beginning of Affinity’s new era, unveiled through a month-long build of anticipation, a bold new visual identity, and a multi-asset brand campaign led by Tom Carey, Canva’s Europe Creative Director. The integrated launch signals a major shift for professional design: one defined by openness, accessibility, and creative freedom for all.
Building the anticipation: a community-led unveiling
In the weeks leading up to launch, Affinity took a distinctly community-led approach – listening, engaging, and co-creating with its global network of designers. What began in early October as a quiet “creative whisper” grew into a groundswell of excitement, as subtle hints and behind-the-scenes moments appeared across social channels and design communities.
Working closely with the Designer Advisory Board (DAB) and Pro Panel, the team invited early reactions, responded to feedback in real time, and built anticipation organically – not through ads, but through real time conversation.
That shared momentum reached its peak when the news dropped as part of Canva’s World Tour keynote: Affinity was going free forever. The reveal ignited a wave of support from professional creatives around the world – a community united by craft, collaboration, and a belief that creative tools should be open to everyone.
A new campaign for creative freedom
The campaign celebrates a new creative era: one where tools are open, collaboration is celebrated, and design is accessible to everyone. Crafted in collaboration with ManvsMachine, the campaign video is a rallying cry for creative liberation. Reminding designers of a time when they created for fun and for love, not confined by their tools, but empowered by them.
The campaign, inspiring designers to craft, experiment and create their way, runs globally across YouTube and Meta until December 14. It aims to raise awareness of Affinity among professional designers and share our message that true creative freedom is now free, forever.
“Designing a brand for designers isn’t easy, but by bringing together an incredible team of creatives and working closely with the community, we set out to craft an identity that was truly for creatives, by creatives. That collaboration is what makes this launch feel so special. The reaction from the community has been incredible, calling the brand bold.af and relatable.af. And with over a million people signing up in less than a week, it proves that when you design with your community, for your community, it becomes something people genuinely want to be part of.” — Tom Carey, Europe Creative Director, Canva
Rebranding for a new era
As part of the new Affinity product launch, Canva has unveiled a complete rebrand for the professional creative suite, signalling a new era for the product and the community behind it. Crafted in Affinity and scaled in Canva, the refreshed identity moves away from the angular and geometric shapes of the past and into something more expressive, human and proudly bold.
Developed by Canva and Affinity’s in-house creative teams, in close collaboration with design studio Twist, and guided by Canva’s Designer Advisory Board and Pro Panel — the reimagined Affinity brand celebrates creative freedom. From Rob Clarke’s handcrafted logomark to James Martin’s playful graphic assets and the distinctive “.af” file extension, every detail embodies its ethos: for creatives, by creatives.
The new look blends craft with character: an expressive typeface by Ohno Type, playful ethos badges by James Martin, and an artist palette of neutral tones, charcoal, graphite, putty, and paper, that lets the vibrant work of our community take centre stage. Punctuated by a sharp hit of lime green as a nod to the “punk” energy driving the change. Together, these choices bring the brand’s attitude to life: serious about craft, but unafraid to have fun with it.
The rebrand evolves Affinity from “looking punk” to “feeling punk” – a bold yet thoughtful redesign that balances design heritage with a modern sense of play. It’s a brand that celebrates collaboration, craft, and the creative process itself: raw, joyful, and full of heart.
A movement reshaping the creative industry
Since announcing Affinity’s new chapter last week, the response has been extraordinary. Over one million creatives worldwide — from designers and illustrators to photographers and students — have joined the platform, redefining what access to professional tools should look like.
Making Affinity free is a continuation of Canva’s founding belief that great design should be accessible to everyone. It’s made possible by Canva’s sustainable business model — one built on offering powerful creative tools for free, while optional paid features like premium content, collaboration, and AI tools fund continued innovation. This approach has powered Canva’s growth for more than a decade and now enables Affinity to remain free, forever — while continuing to evolve for the world’s most ambitious creators.
