“Why the new Affinity from Canva could be a game-changer for marketers”

“Why the new Affinity from Canva could be a game-changer for marketers"

Canva just did something bold. They’ve relaunched Affinity - the professional design suite they acquired in 2024 - as an all-in-one creative platform that’s completely free to use.

And if you’re in marketing or design, it’s definitely worth paying attention to.

What is Affinity by Canva?

Affinity used to be three separate apps - Designer, Photo, and Publisher - each focused on illustration, photo editing, or layout design.

Now, they’ve been rebuilt into one seamless app that works across Windows, Mac, and (soon) iPad. Even better? Canva has integrated it directly into their ecosystem, so you can design in Affinity and publish or collaborate instantly in Canva.

That means fewer exports, fewer file-type headaches, and a smoother path from creative concept to campaign delivery.

What’s new (and why it matters for marketers):

1. Three tools, one workspace

Switch between vector, photo, and layout modes instantly - no bouncing between apps or losing formatting.

2. Built for speed and collaboration

Affinity now plugs straight into Canva, so teams can share assets, comment, and version designs in real time - all inside the same ecosystem.

3. Professional power without the price tag

The new Affinity is free forever for core features.That means marketing teams can access pro-level tools without hefty subscription fees - and only upgrade for optional AI extras like background removal or image generation.

4. Easier adoption for non-designers

Because Affinity inherits Canva’s user-friendly DNA, even non-design team members can confidently tweak layouts or create branded visuals without “breaking” the design.

Can Affinity replace Adobe Creative Cloud?:

The short answer: potentially, but with caveats.

For many day-to-day marketing tasks (social graphics, simple print layouts, web visuals), yes - Affinity + Canva ecosystem could be enough. For ultra-specialist creative work (complex motion graphics, 3D modelling, very high-end editorial design) Adobe may still have the upper hand.

The business model itself is interesting: free core tool, optional AI features via subscription. That may tilt things for marketers who want “good enough + fast” rather than “everything but slow/expensive”.

We might not have a definitive yes or no yet but it will signal a shift.

Marketing teams should ask “Do we need the full Adobe stack for everything, or can we pick smarter tools for specific workflows?”

How to get Canva Affinity:

Your team can access Canva Affinity today in just 3 steps:

• Download it free from affinity.serif.com

• Connect your Canva account to sync brand assets and templates.

• Try AI features (available via Canva Pro) for instant visuals, copy, or layout suggestions.