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Making work flow for the world’s most enterprising teams and companies.
APPFIRE
Challenge
Appfire came to us at a critical inflection point. They had grown to $150M ARR and had secured their position as a top Atlassian marketplace partner that offered a range of workplace apps and tools for enterprise teams. They were planning to scale even more to be a multi-platform partner, offering a larger array of solutions, and secure additional market share through a series of acquisitions. With these growth goals on the horizon, their previous market positioning, brand and product design system could no longer could support the scale and ambition of their business. They needed to reposition by crafting a more comprehensive story across brand, digital and product experiences.
"Make Work Flow" became our guiding principle, shaping the brand’s vision. We blended geometry with fluidity, reflecting how Appfire helps work flow for a builder-focused audience. The visual system featured dynamic colors, illustrations, and patterns, paired with structured geometric forms, creating a global design system for 250+ apps and a vast B2B digital experience. Messaging highlighted Appfire's "Make Work Flow" while focusing on the end user. Appfire creates the tools, but customers bring the fire. As Design Lead, I collaborated with the UX team and VP of Digital to establish UI patterns and develop page and menu flows.
Solution
Challenge
Appfire approached us at a pivotal moment in their journey. Having reached $150M ARR, they had firmly established themselves as a leading Atlassian marketplace partner, providing a suite of workplace apps and tools for enterprise teams. With plans to expand further, they aimed to become a multi-platform partner, offering more solutions and gaining additional market share through strategic acquisitions. However, their existing market positioning, brand, and product design system were no longer sufficient to support their growth and ambition. They needed to reposition by developing a more cohesive narrative across brand, digital, and product experiences.
Solution
"Make Work Flow" became our guiding principle, shaping the brand’s vision. We blended geometry with fluidity, reflecting how Appfire helps work flow for a builder-focused audience. The visual system featured dynamic colors, illustrations, and patterns, paired with structured geometric forms, creating a global design system for 250+ apps and a vast B2B digital experience. Messaging highlighted Appfire's "Make Work Flow" while focusing on the end user. Appfire creates the tools, but customers bring the fire. As Design Lead, I collaborated with the UX team and VP of Digital to establish user flows, website pages, and components across multiple touch points.
NIKE AT-BAY CHIME SF GIANTS OKTA APPFIRE ONETRUST MOUNTAIN HARDWEAR REAL CHEMISTRY UNITED NATIONS DEVELOPMENT PROGRAMME DATABRICKS MICROSOFT GITLAB
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