Our fresh new brand


We’re delighted to share the new brand identity for our app products business – AppFox.

The launch of AppFox gives our products team the platform to provide high-quality, tailored solutions that meet the needs of our customers and partners. Our mission remains clear:

“Develop innovative apps and features that extend the functionality of the software you use, and enable your teams to collaborate in a more efficient and effective way”

Why the name AppFox?

It was important for our brand name to be fun, short, and memorable. As a team, we wanted to combine the name of our products with an animal that is seen as witty, quick, intelligent, and in some cultures as a guru – destined to lead people down their intended path. And that’s what we aim to do for customers with our software.

AppFox will continue to be a part of Automation Consultants. However, this rebrand has given our product team a unique identity that is separate from our parent company name.

We hope you like our new identity as much as we do!

A strong suite of Apps

As part of the Automation Consultants company, we have continued to form partnerships with amazing companies. In 2014, we became an Atlassian Partner and later in 2017 were recognized as an Atlassian Platinum Solution Partner. 

In that same year, we launched our debut app, Optimizer for Jira, which provides Jira administrations with the tools they need to keep Jira running smoothly and improve the performance of systems running at scale. We’re proud that Optimizer has been adopted by companies such as IBM and AirBnb, as well as being recognized by Atlassian as an important Jira administration tool in their documentation.

We built on Optimizer’s success by developing further innovative products for use across the Atlassian ecosystem, starting with Approvals for Confluence in early 2017.

What can you expect from AppFox in the coming year?

We’re working on a great set of products and features that are coming soon. Below is a sneak peak at some of the things we have planned:

  • Workflows for Confluence will receive extensive improvements to meet even more use-cases and integrations with other applications. From an increased number of workflow actions to viewing comments directly from the byline – the next version of Workflows will be worth the wait!
  • Optimizer for Jira users can look forward to auto-archiving, plug-in usage analysis and dependency analysis, a feature that will automatically delete items which are no longer needed when performing clean-up.

We feel privileged to be a part of this amazing Atlassian ecosystem and we look forward to continuing to work with you in the weeks and months ahead!

In this article:
Craig Willson
Craig Willson
Craig is a product marketer at AppFox who spends his time helping Atlassian and users get the most out of their most important (and loved) software. When he's not at work, you'll find Craig spending time with his family, watching football, or out walking his dog in the glorious British weather (aka rain).