Putting a smile on your typeface
“Automation for Jira” is a hugely successful add-on app for Jira (an agile project management software tool used by agile teams).
AFJ automates the most complex scenarios – across teams and locations – incredibly simply and powerfully. And, unlike competitor products, it requires zero script writing. Anyone can pick it up and use it.
In contrast, its identity (and robot ‘mascot’) was a little meek. It needed to grow up. And stand out. To add maturity, while maintaining mischief.
“Powerful simplicity” was the guiding brand idea.
Ultimately, when purchasing the product users were getting “Automation for...” a better day; less stress; greater control. So, we stated those many happy outcomes... enclosing the ‘script-we’ve-written-for-you’… with “Jira”.
The pre-loaded script was reflected in the typography, and facelift for the mascot: Curly.