Appfire
Making work flow for the world’s most enterprising teams and companies.
Make Work Flow
Industry
B2B SaaS
Services
Brand Strategy, Brand Identity, Product Design System, UX/UI, Development
Launched
2023
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.
Approach
“Make Work Flow” became our north star and larger idea inspiring the brand. Creatively we combined elements of geometry with fluidity because Appfire makes work flow for an audience with a builder’s mindset. We created a dynamic visual system with fluid elements of color, illustration and pattern, along with more structured geometric forms that helped establish a global product design system for a suite of 250+ apps and a massive B2B digital experience. Messaging championed Appfire’s “Make Work Flow” declaration while putting the end user at the forefront. Appfire builds the tools. But its customers bring the fire.
