“Make work flow, any way you work”: Appfire debuts new brand positioning and website refresh
Today’s workforce is made up of more than one-billion knowledge workers and developers who spend their days planning and delivering work. At Appfire, we have a broad range of applications and products that help teams tackle their biggest challenges by breaking down silos, boosting productivity, modernizing their tech stacks, and extending the value of the platforms and tools they already use. This gives teams better choices and the flexibility they need to do their best and most productive work.
While we’ve been selling our software on the Atlassian Marketplace since it first launched in 2012, today our offerings have grown to include apps that extend, augment, and enhance additional platforms such as Microsoft, monday.com, and Salesforce. We also offer products that stand alone for enterprise collaboration and developer tools, such as BigPicture and 7pace Timetracker. Our extensive portfolio provides solutions to the most relevant challenges, including IT service management, agile work management, workflow and automation, migration, and change management.
With a wide breadth of offerings that are relevant to knowledge workers and the developer community, we refreshed our branding and website to tell a more cohesive story across every touchpoint with each of our audiences.
“Our new website and branding now better reflect Appfire’s authority in the enterprise collaboration space, and emphasize our purpose, to be an irreplaceable part of how teams collaborate, no matter how or where they want to work.”
Jill Adams, Chief Marketing Officer, Appfire
The future of work is here and Appfire is helping organizations not only prepare for it, but make the most of it. The colors and words that make up our brand tell a story about the people behind the brand, the values we stand for, and the solutions we offer to empower the workforce. We’re here to help you make work flow, any way you work.
“Our brand is a frontline representation of who we are, leading with our ‘Be Human’ value and our relentless innovation to help teams tackle their biggest challenges,” says Chief Marketing Officer Jill Adams. “Our new website and branding now better reflect Appfire’s authority in the enterprise collaboration space, and emphasize our purpose, to be an irreplaceable part of how teams collaborate, no matter how or where they want to work.”
So, what are the main features, functions, and benefits of the new website?
- A solution-first perspective. You have a pain point, we have a solution. From ITSM and Workflow & Automation to Migrate & Manage and Agile Work Management — you can now find solutions at your fingertips. You can also find featured products and search products by platform and use case. Of course with this also comes intuitive navigation and enhancements to search functionality, providing a more complete and accessible experience.
- An elevated resource library. If you were a frequent visitor to our Hub website, you can now find the same insightful articles, blog posts, how-tos, and customer stories, as well as thought leadership pieces and Appfire news and updates in one centralized place on our website.
As for the changes you’ll notice to our brand identity:
“Everything you see, from our new color palette representing the spectrum of colors in a flame to the small flicker of animation in our logo, is very deliberate and purposeful,” says Creative Director Piers Morgan. “Even our illustrations and icons help tell our story and reemphasize our mission — to equip and connect every team so they can plan and deliver their best work — with geometric shapes and outlines that evoke the idea of building upon a solid foundation. In other places we play around with fluidity, indicating that everyone — and every team — has their own path that is not always linear.”
We’ve also introduced a set of brand behaviors to serve as our North Star when interacting with Appfire, with ‘human’ as the behavior leading the way. “Every experience with Appfire should be consistent and predictable, reinforcing our brand promise, whether you’re a customer, partner, or internal team member,” says Jill.
We invite you to explore and discover the new features and functionality of our website and we’d love to hear what messages resonate with you. There is still more work to be done as we will continue to evolve, but we are excited to be on this journey.