ScriptRunner

Previously, ScriptRunner operated as an internal application within Adaptavist. However, over time, a compelling business case emerged for spinning it out into its own standalone company within The Adaptavist Group. The ScriptRunner team approached Brew Digital to help them transition away from the parent brand by creating a unique visual identity and building a new website that reflected this new brand ethos—simultaneously.

To ensure ScriptRunner was live as soon as possible, we structured the project to allow the brand development, CMS selection, and website build to happen concurrently.

Our partnership began with an intensive discovery day to define the project objectives, ideal user journeys, and core content types. This information was consolidated into a technical requirements document split into three phases, with each phase detailing "must-haves" and "nice-to-haves." This was also an opportunity to challenge the team’s assumptions about their brand and define exactly what they wanted ScriptRunner to represent.

While ScriptRunner conducted customer research to formulate their brand identity, Brew Digital began the technical website build. Through a rigorous process using the MoSCoW method, we captured 96 requirements from both Brew and Adaptavist stakeholders. We whittled a longlist of 18 CMS platforms down to a shortlist of eight, ranking each against the 96 requirements to find the perfect fit.

Using the insights gathered, we created an unbranded wireframe website that showcased industry best practices. A key objective was creating a scalable tagging system that could grow alongside the website, as ScriptRunner planned to launch additional products concurrently. We worked closely with their team to ensure the CMS met their immediate needs while providing the flexibility for future expansion.

The large-scale migration of ScriptRunner’s content was a total technical success. By implementing a robust redirect strategy, we ensured traffic retention, and our technical SEO expertise resulted in an SEO health score of over 90%. This strong technical foundation led to an immediate increase in visibility as the site began acquiring new, high-value keywords, driving a significant surge in organic traffic.

To provide the ScriptRunner team with deeper strategic oversight, we implemented advanced analytic tracking to better understand user engagement and the specific pathways to goal completion. This wealth of data allowed us to replace their cumbersome, "monstrous" spreadsheet with a dedicated, real-time dashboard, making the process of data interrogation far more efficient. The impact of these improvements was substantial: year-on-year, the website experienced an 18% increase in engagement time per active user and a staggering 62% increase in key conversion events..

This project represented the first phase of a long-term partnership. ScriptRunner remains ambitious to continue refining their digital offering and is committed to engaging their community through transparent communication regarding their roadmap—one of their core brand values. We continue to support them as they grow, ensuring their platform remains a benchmark for the Atlassian ecosystem. Check out www.scriptrunnerhq.com

Previously existing as an internal application within Adaptavist, a compelling business case emerged for ScriptRunner to be spun out into its own standalone company within The Adaptavist Group. This transition required more than just a new digital home; it demanded a unique identity.

The challenge was to create a distinct visual brand that reflected ScriptRunner's new standalone ethos while remaining sympathetic to the established styling of the parent Adaptavist brand. To meet an aggressive launch window, this brand development had to happen in a tight timeframe, running concurrently with the build of the new website, demanding a seamless and highly collaborative process.

Our process was rooted in deep collaboration. While the ScriptRunner team conducted foundational customer and market research to define their core brand pillars and values, we focused on preparing the ground for the website's structure. This parallel approach ensured that no time was lost and both streams remained aligned.

Once ScriptRunner's research was complete, they shared their insights with us, and we stepped in as their creative and strategic partner. Our role was to translate these data-driven findings into a compelling visual language. We immersed ourselves in their research to understand the story of what makes ScriptRunner special—its power, its flexibility, and its community-focused mission.

Through a series of collaborative workshops, we explored various creative directions. We presented mood boards, initial concepts, and mockups, facilitating an iterative process that allowed us to refine the visual identity together. Rather than working in a silo, we acted as an extension of their team, ensuring the brand we built was a true reflection of their vision and the insights gathered from their customers. This close partnership was essential for navigating the core challenge: creating a look and feel that was fresh and unique, yet still felt part of the wider Adaptavist family.

The result is a strong, distinct, and scalable brand identity that perfectly captures the essence of ScriptRunner. We transformed their customer research into a comprehensive brand system that stands apart from the competition while remaining visually consistent with the wider Adaptavist Group styling.

Instead of just a logo, we delivered a full suite of brand assets and guidelines, including:

• A refined colour palette and typography system.

• A clear tone of voice and messaging framework.

• Comprehensive brand guidelines for consistent application across all marketing materials.

This new identity was immediately applied to the website build, ensuring that from day one, ScriptRunner presented a unified, professional, and confident front to the world. The success of these concurrent development and branding streams is a testament to the collaborative and transparent partnership, allowing ScriptRunner to launch as a fully-formed company without delay.

After launching a new website in 2022, ScriptRunner found itself in a unique predicament. Despite having a healthy marketing budget, it was not struggling to spend it effectively. The website was fully operational, but SEO traffic was not growing at a satisfactory pace. Additional exposure was required, as the company was no longer benefiting from the traction of the Adaptavist Group now it was its own entity. Despite the success and quality of ScriptRunner products, scaling up the marketing spend was a struggle, leading to stagnant impressions and clicks for almost a year.

Brew Digital developed a comprehensive, funnel-based strategy focused on three key stages: Awareness, Consideration, and Conversion. We selected a strategic mix of platforms—Google Ads, Meta, and LinkedIn—to reach highly targeted audiences based on account type, company size, and specific job titles.

The campaign launched with high-production video ads optimised for reach across YouTube and social channels. Once the awareness phase had captured the audience's interest, we directed traffic to dedicated landing pages. As user preferences were identified through their interactions, we served targeted ads showcasing specific products across various placements.

The journey culminated in highly intent-driven search ads for users looking for specific technical keywords, driving them directly to product landing pages to convert. Throughout this process, our team utilised advanced monitoring tools to navigate common performance challenges, including CPC fluctuations and ad fatigue, ensuring the campaign remained performant and cost-effective.

The strategic shift to a full-funnel paid media approach delivered a staggering increase in brand visibility and commercial returns. In the first year, upper-funnel impressions across awareness campaigns on YouTube, LinkedIn, and Meta increased by 150%. This momentum skyrocketed in the second year, achieving a 350% increase in impressions, successfully introducing the standalone ScriptRunner brand to a vast new pool of potential customers.

The impact at the bottom of the funnel was even more transformative. Conversion campaigns saw traffic increase by 101% in the first year, with a massive 2688% surge in the second year. This influx of high-intent traffic led to a 93% increase in total conversions during the first twelve months—a result that was matched in the second year with four months of the cycle still remaining. These figures represent a total success for the strategy, converting increased global awareness into tangible product downloads and license purchases.

To better support their growing user base, ScriptRunner developed a new community platform where users could access exclusive content and engage with fellow Groovy scripters. The team sought a distinct brand identity that would evoke feelings of connectivity, friendliness, and fun.

The primary challenge was a delicate balancing act: the new brand needed its own unique personality to stand out as a community-first space, while remaining immediately recognisable as part of the core ScriptRunner family. The branding requirements were comprehensive, including a new logo, a suite of custom icons, and a unique illustrative style applicable across both digital platforms and physical media.

The project delivered a friendly, high-energy brand identity that perfectly captured the "playful yet professional" ethos of ScriptRunner. We provided a full suite of assets that were immediately utilised for the platform's launch, including social media campaigns and email marketing templates.

• Scalable Identity: The new styling is designed for versatility, working seamlessly across high-density digital spaces and large-format print media.

• Unified Brand Experience: By retaining key elements of the parent brand while adding a community-centric layer, we ensured that existing users felt at home in the new space.

• Future-Proof Design: The brand system is built to scale, with guidelines already in place for future events, exclusive merchandise, and webinar branding.