A new Refined brand and a razor sharp focus

You probably know us as RefinedWiki. Or perhaps as Refined Theme. Or as RefiningWiki? Today we reveal our new name, identity and website. We are now Refined.

If you know us, you will understand that design, and communication are two things we are passionate about. We believe that technical know-how need not be a prerequisite for effective communication. So with this in mind, we want our brand to reflect our values and our high quality products.

A new name. A new focus.

Our new name is Refined. Don’t worry, we still build the same high quality apps you are familiar with. Only now we are unifying our products under the one product brand, with a central focus across our offerings. Our focus is on Refined, a site building product integrated with Atlassian Jira Service Desk, (soon Jira), and Confluence to make content clear, accessible and actionable. This focus is infused in the product and each integration available on the Atlassian Marketplace. With this fresh focus you will find Refined under the following names:

Refined for Confluence Server. Formerly RefinedTheme for Confluence.

Refined for Jira Service Desk Server. Formerly RefinedTheme for Jira Service Desk.

Refined for Jira Service Desk Cloud. Formerly RefinedSites for Jira Service Desk.

Our company is Refined. Our product is Refined.

A new identity.

In the Atlassian ecosystem we have always stood out with our signature green. We didn’t want to disappoint, so we maintain the green in a new shade with a complementary color palette that creates a sound brand experience.

Our new logo isn’t just a logotype. It is a carefully constructed design composing of a number of core elements that come together to create a distinctive, and recognisable brand. If you look carefully you may even notice the binary theme on the R symbol?

If you’ve have a good look around our new website, you may notice we have focused more on imagery. Imagery brings warmth and we wanted to express the friendly personality of our company and customers whilst capturing moments of collaboration.

Within the products you may also notice some small visual updates. The main change is the logo with our new identity which will kick-in for server customers when you next upgrade, and for Cloud customers directly.

Background to going Refined

In 2016 we decided to make the step to build our products for Cloud. With this step came a decision to focus on the development of the core features of our principle RefinedWiki app, RefinedTheme. The challenge was to be able to support two very different deployments (server and cloud). We decided to break out our core features; Theme Editor, Layout Editor and Site Builder, and developed them as JS components. Later we formed a core team focusing 100% on our core components. This move not only allowed us to build for cloud, it also made it easy for us to build out our product to new platforms.

In 2017 we released Refined for Jira Service Desk Server (formerly RefinedTheme) which has seen huge success with more than 1300+ active installations in less than two years.

In early 2018 we released the first version of our cloud offering. This was a big move for us as we didn’t simply build this product as an app. Building for Atlassian Cloud is a completely different ball game to building for Server. This was especially apparent for us as we change the structure and design of how Atlassian content is rendered. It was basically impossible to build this product as an Atlassian Connect (Cloud) app. So, we went back to the drawing board and made use of our core components in new way. We built a SaaS product running on the domain refined.site. Instead of integrating Refined into Atlassian we integrated Atlassian into Refined. The first Atlassian platform we integrated was Jira Service Desk Cloud. In the near future you will be able to integrate more than just Jira Service Desk content into Refined. This new way of building for Cloud gives us full control of the rendering of the sites plus allows us to include awesome features like custom domains.

When Jimmy and I started RefinedWiki, Confluence was referred to as an Enterprise Wiki, hence the name RefinedWiki. Now, Confluence is a software collaboration platform and our products have extended beyond Confluence to Jira. For a while now we have felt that we needed a change.

During the summer of 2018 we acquired the domain refined.com which was the first step in the rebranding process that we reveal today. Not only is this a rebrand, it is also a new direction. RefinedWiki was an app development company building multiple apps. Refined is a “one product company” building a site building product integrating with multiple platforms; Confluence, Jira Service Desk and Jira. Yes Jira, we are releasing our Jira integration in beta for Cloud at Atlassian Summit next week.

The team at Refined will continue working hard making the content of the platforms you love accessible, engaging and useful to all your users.

If you have any questions about the rebrand, you’re welcome to get in touch with support, or with the marketing team: [email protected]

Emil Sjödin,

CEO & Co-founder at Refined