I really like a wtsd number in considering bluffs like this. Lot more useful here than a simple 'tag' profile.

The other thing to consider is how credible is this given your image. Would you have fired the turn if you had a Q. The three might be the only thing you can rep here that he doesnt beat.

Finally, the turn check combined with the flush draw possibility on the flop is often enough to make a guy call anyway. Whenever you consider bluffing after showing weakness on an earlier street you need to have a reason to believe he'll fold a better hand. The only reasonable better hands given his preflop raise and position are 99-JJ, maybe 88 too since i dont see him playing an A or Q this way with that AF. Is he folding 99-JJ 25% of the time? Read dependent.

I dont mind the play. But you have to fire the turn to make it believable. You cant stop and go here.