The Challenge

We partner with Appfire, a pioneering technology company focused on creating products that can help organizations improve tech teams' workflow management, flexibility, and efficiency. As a key player in the industry, Appfire allows teams and individuals to improve and elevate their level of productivity through standalone applications and integrated products for different platforms such as Atlassian, Salesforce, or Monday.com.

As an external agency, we were privileged to collaborate with Appfire. Over the course of more than a year-long partnership, we engaged with over 40 people to redefine Appfire's new brand reposition, brand strategy, content strategy, brand and product architecture, and visual identity and bring everything to life with the creation of a foundational website that could help thousands of organizations and teams to access easily a company portfolio made of more than 200 hundred applications. 

The result is more than just a project; it's a narrative of reinvention and innovation, aligning perfectly with Appfire's vision to be a key part of how tech teams work and collaborate.

Brand Strategy + Visual Identity

Information Architecture and content strategy: Streamlining access to content

Through extensive user research and stakeholder interviews, we designed an IA framework that talks to each of the primary audiences directly, by creating a structure that could be direct and connect to each of the audience's needs. At this stage, in collaboration with Appfire's content and SEO team, we created a whole new information architecture that allowed navigation through the cloud of topics to each of the audiences in a way that felt that the site was created specifically for them. Each core element should be easily discovered and accessible from the top-level navigation.

A full digital presence transformed

At the heart of our collaboration with Appfire, we embarked on a mission to reshape their digital presence and enhance user experiences. Inspired by the concept "Make workflow every way you work," we aimed to create a website that embodied this ethos. Our journey began by evolving a group of marketing sites with fragmented information into a unified foundational system that will serve as a new marketplace in the future.

Enhancing product content narratives

As mentioned before, one of our primary focuses was to create a fully revamped website information architecture. We recognized that Appfire serves diverse and multiple audiences, each with unique interests. To cater to these distinct groups, we developed in connection with information architecture, different narratives, messages, and content that ensured an easy recognition of information about the company's products, applications, solutions, careers, etc.

This website transformation journey was about more than aesthetics and architecture; it was about future-proofing Appfire's digital presence. As we continue to build on this foundational system, we have to ensure its future evolution into a thriving marketplace that might foster access to their now, more robust offering of solutions and products. The product search feature and different product areas became key tools to ensure users could find the right way to access products, but also documentation, help, or a way to provide access to big teams and large organizations.

Expressing the new brand identity and ensuring scalability

Building on the brand strategy and visual identity we crafted for Appfire, we knew that the website had to reflect this fresh outlook. Our design team meticulously worked to create a visual design that not only mirrored the new brand identity but also exuded a sense of simplicity. Every aspect of the website was carefully designed to convey the essence of Appfire's commitment to making it simple for each audience.

To ensure scalability, we created an entirely new integrated components library that not only be integrated into the existing product design system but also work as guidelines to help seamlessly expand the new website's visual identity to current and future components of the product ecosystem.

This approach should ensure a cohesive and consistent user visual experience, whether visitors are exploring Appfire's products, applications, or the website itself as future consistency across multiple products and platforms.

Team credits

Brand Team

Ben McNutt (Creative Director), Britt Hull (Creative Director), Liisa Turan-Walters (Brand Implementation Director), Caroline Moncure (Client Partner), Melissa Hill (Client Partner) Claire Williams (Program Manager), Sarah Cobaugh (Strategy Director), Cody Beard (Strategist), Lilly Pontius-Goldblatt (Strategist), Caroline Jones (Associate Brand Director), Anton Gammerschmidt (Animation Designer), Astrid Martínez (Brand Designer), Becca Ray (Brand Designer), Chandler Oseland (Brand Designer), Marco Cousins (Brand Designer), Marnie Abraham(Brand Strategy), Megan Henricks (Content Designer), Michelle Wang(Brand Designer), Joe Beutel (Brand Designer), Fernando Torres (Brand Designer), Zachery Eng (Brand Design), Alejandro Kossio (Brand Design)

Digital team

Aitor González (VP Digital Design), Héctor García (CDO), Alejandro Calderón (Client Partner), Roberto Mujica (Program Manager), Lauren Miller (Ux Director), Rachel Barnes (Ux Stragy and design), Karla Borrallo(Ux Designer), Kyle Harrison (Visual Design), Jean Morlet (Visual Design), Guillermo González (Visual Design), Rafa Velázquez (Visual Design),Alicia Muñoz (Visual Design), Ángel Palacios (Dev), Carlos Bazana (Dev), Fernando Barraza (Dev), Fernando Brito (Dev), Jesús Lizárraga (Dev), Juan Pablo Gómez (Dev), José Carlos Aispuro (Dev), José Bañuelos(Dev), Kevin Chávez (Dev), Alexis Alonzo (Dev)

Additional Thanks to the Appfire Team who behave as one of the most professional clients I've ever worked with.