About us

We're a Jakarta-based, independent strategic branding, design and experience consultancy delivering solutions across our client's businesses to deliver scalable, sustainable impact and growth

Our experience covers multiple sectors including consumer goods, banking and insurance, telecoms, retail and property through to start-ups and scale-ups. Which has taken us across many markets including Indonesia, Malaysia, Singapore, India, Bangladesh, Vietnam, Australia and New Zealand. 

Our mission is to help leaders and businesses to build dynamic, enduring brands through strategic transformation.

Our leadership

We’re a tight-knit group and always ready to learn more about your brand and business. 

Our leadership team is made up of highly experienced experts who focus on strategy, brand & experience, communications, innovation, design and marketing.


Nick Pegman

Founder & Partner – Brand Strategy

Actions Behind a Strategic Idea

Nick believes that truly great brands - brands that inspire and align employees, engage and resonate with customers, and help organisations deliver impact and growth in the marketplace - are based on a combination of purpose, relevance, focus and surprise. That’s what Affinity Brands defines as 'brands that mean business'. 

Has worked with: XL Axiata, Lippo Group, Equity Life Insurance, Indosat, AXIS, Maxx Coffee, Bali Hai Breweries, Bintang, Telenor, F&N Foods, Bayer, Lippo Homes, Axiata Group, CCM Group & Berca Retail, The Time Place Group and many more. 

Is an expert in: Providing strategic advice to business owners, investors and C-suite on branding issues; Developing clear, credible, compelling brand strategies; Helping organisations articulate and deliver purpose; Helping businesses realize the power brand internally and externally

Anirban Ganguly

Partner – Strategy Director

Building Brands to Drive Growth

Anirban delivers breakthrough brand, marketing and business growth programs that grow awareness, deliver profit and increase team pride. He brings sense and sensibility - a blend of analytics and creative thinking - to everything he does. His core strength is in designing customer experiences that fuel business growth, increase consumer demand, garner a greater share of wallet, and brand affinity that competitors envy. 

Has worked with: Astro Malaysia, Digi Telecommunications, Danone, Grameenphone, McDonald’s, Standard Charter Bank, J&J, Unilever, IKEA and Maybank Etiqa Insurance to name but a few. 

Is an expert in: Creating simple and intuitive brand, employee and customer experiences; Improving brand operations to help companies deliver on their brand promise and deliver brand value; Articulating clear strategic direction for brands; Where brand experience meets the boardroom

Fardila Astari

Partner – Strategic Communications

Communicating in Meaningful Ways

Fardila is responsible for communications and PR strategy. The first thing you should know about Fardila is that she loves a challenge. Whether it’s mastering communications strategy or finding the most impactful and dynamic way to articulate a client’s simple truths - Fardila is ready. Having worked across many markets and many business-types, she has honed the power of impact with simplicity and delivers clear and confident communications solutions. 

Has worked with: International Management Consulting Firms, Local Communication Consulting Firms, International Donors Agencies, International and Local NGOs, Private Sectors and Government of Indonesia. 

Is an expert in: Strategic communications; developing, implementing and coordinating outreach programmes; Creating brand voice and tone; Communicating brand value, simply; Developing strategic storytelling.

Brand Impact

We pride ourselves on our strategic approach to brand, creative and marketing and the success it brings our clients. We help to deliver strategic and competitive advantage, and add value where and when it matters most.

Internationally: Our people have worked with brands such as Axiata, Etisalat, Telenor, Village Roadshow, Saudi Telecom, Changi Airport, Asia Pacific Breweries, France Telecom, Qatar Financial Centre, Aramex Logistics, Y3, F&N, Nestle, Westpac Bank, St. George Bank and AMP Insurance & AMP Banking.

In Indonesia: We have worked with telecommunication brands XL Axiata, Indosat, Telkomsel and Axis to changing how Indonesians enjoy their favourite beers with Bintang Beer and Bali Hai, delivering quality coffee drinking occasions with Maxx Coffee and Maxx Corner, repositioning and focusing health brands for Bayer, crafting engaging customer focused shopping experiences with Vivere Collection and The Time Place, through to how people select their next lifestyle and living experience with Lippo Homes and Aryaduta Hotels to name but a few.


We are experts in brand strategy, identity and design, marketing and communications, brand engagement, reputation and brand management.

We have worked with some of Indonesia and Asia's leading business brands within the consumer goods, finance, retail, telecoms, leisure and lifestyle sectors. 

We have delivered brand experiences that are remarkably clear and unexpectedly fresh helping them to stand up and help them to stand out. We believe that brands that embrace simplicity, relevance and focus on delivering deeper relationships with customers, employees, partners and the community deliver dynamic sustainable competitive advantage.


We work with clients of all types and sizes here in Indonesia and beyond. We help to shape, craft, create and deliver their brands allowing them to be bold and to cut through the noise and to deliver market impact, growth and reputation.

We blend our deep experience in brand strategy, brand marketing, brand-led design and expression, and engaging brand experiences to harness the power of brand for business growth and to deliver a sustainable competitive advantage.


Where you are in the business cycle affects how a brand-led strategy, design, expression and engagement will help you create and deliver competitive advantage. 

Whatever your business objectives and goals, we will help you to cut through the clutter and noise and to unlock, create and deliver powerful opportunities for impact, growth and reputation.

Launching a new product or service brand into the market

Pivoting, repositioning or expanding your business or brand/s

Merging an existing business, or acquiring a new business

Wanting to align and engage your employees and partners

Let's talk today