Affinity’s Approach to Content Design
Building a specialist team with Mark Picken
How We Integrate Content Design
Content design makes sure the right information reaches the right people, in a way they can understand and act on. It’s a core part of user-centred design.
Affinity’s content designers work alongside service, interaction and technical teams from the start. We’re part of the conversation early, so content decisions are shaped by user research, service context and delivery constraints.
We combine expertise with a pragmatic approach, working to Government Service Standards while helping teams navigate real-world constraints. Where AI and new technologies are part of the picture, we help teams think clearly about how content fits in, from prompts and training data to user-facing language.
Building a Specialist Content Design Team
While content design has always been a part of how we deliver projects, we’re now taking the next step – making it a dedicated service in its own right.
We’re excited to welcome Mark Picken, who is joining Affinity to head up our content design capability and build a specialist team around it.
Mark brings extensive experience delivering content design across complex services, working to established standards and embedding best practice within multidisciplinary teams. His approach is practical, collaborative and focused on outcomes – ensuring content works not just in theory, but in live services used by real people.
One of the things that makes our approach different is that we don’t just ‘deliver and disappear’.
Where appropriate, Mark works closely with client teams throughout a project – sharing tools, training, frameworks and thinking along the way. This means your team gains a clearer understanding of content design principles, decision-making processes and practical application.
The result? Stronger internal capability alongside a better service for users.
Let’s Talk
If you’re looking for support with content design, whether that’s improving an existing service, starting something new, or simply understanding where content design could make an impact – we’d love to speak with you.
You can book a free 30-minute consultation with Mark using the calendar below to explore how we can help.