The coming together of Kingston Communications’ Business Services and Omnetica resulted in a new brand: Affiniti. Base One named and created the new brand with the core brand idea of ‘closer’. Affiniti’s desire to get closer means it seeks real involvement with its customers, forming real relationships that exist outside of the business.
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 Carving a new niche in a crowded and fast-moving telecoms sector requires clear, focused messaging as well as the strength to stand out rather than blending in. Affiniti's refreshing desire to ‘get closer' to customers and to understand their needs was the central theme of the brand.  |
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 Base One created an internal program to improve communication and ‘buy-in’ to the brand. Named ‘advance’, the on and off-line internal communications promised to make everyones views count and ‘make great things happen’.  |
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 If Affiniti's differentiating message was to be effective, its effect had to be felt everywhere – including the sometimes remote environment of the Internet. Base One's design and construction of the Affiniti on-line presence helped to make it easily navigable and to project the same Affiniti values that could be seen in other media.  |
