Adaptavist

Adaptavist has long been a leader in the technology space, but when they first partnered with Brew Digital in 2016, they were a team of 60 with a marketing department of just one. Their ambition was clear: to become the “biggest and best Atlassian Partner by every reasonable metric.” However, their digital presence at the time was not equipped to support that scale.

Their original website was built on Confluence. While an excellent tool for internal knowledge bases and intranets, it lacked the flexibility, security, and aesthetic polish required for a global, consumer-facing brand. While the elegant Adaptavist glyph and signature orange palette were established, the wider brand identity was sparse. The website was unable to meet the needs of a rapidly expanding organisation that needed to not only sell services but also demonstrate profound domain expertise to a sophisticated technical audience.

Our partnership with Adaptavist has been one of constant evolution. Since 2016, we have worked as a strategic partner to develop a series of solutions that grew alongside the business. We guided them through several platform transitions—moving from the original Confluence site to WordPress, then to Silverstripe, before ultimately developing a bespoke solution using a Headless CMS.

The effectiveness of this partnership was such that in 2017, Brew Digital joined The Adaptavist Group. This allowed us to become even more embedded within their marketing team, enabling us to innovate more rapidly and achieve deeper strategic alignment.

In 2019, we initiated a complete redesign to improve the site’s performance, security, and functionality. We chose a Headless CMS to provide a user-friendly interface with full WYSIWYG capabilities and scheduled batch publishing. By utilizing Next.js, we removed the need for a traditional database, significantly reducing security risks and improving site speed. This infrastructure allows the website to act as a "shop front," connecting visitors to appropriate software marketplaces or funneling service inquiries directly to the sales team.

The revamped website is now a high-performance engine for Adaptavist’s global operations. It serves as the definitive central repository for product documentation, thought leadership, and the wide variety of resources—podcasts, webinars, and whitepapers—that establish Adaptavist as a global authority. This digital "shop front" has been instrumental in supporting the brand’s rapid international expansion, providing the flexibility needed to promote new products and services across multiple surfaces.

Since our partnership began, Adaptavist’s commercial growth has been exponential. The company has scaled from 60 people in the UK to over 1000 globally, expanding their vendor partnerships to include industry leaders such as AWS, Monday.com, GitLab, and Aha! They have successfully achieved their goal of becoming a Platinum Enterprise Solution Partner and have earned prestigious recognition, including being named a Deloitte Fast 50 winner and Atlassian Partner of the Year.

Technical and engagement highlights from the new platform include:

• Increased Engagement: The site attracts 45,000 monthly visitors, with a 56% increase in engagement time per active user and a 27% increase in form submissions.

• Operational Efficiency: The headless CMS empowers 98 employees across the global team to easily update content through an intuitive interface, striking a perfect balance between simplicity and technical flexibility.