A look back on year one: Q&A with the Upscale marketing team
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Upscale's year one journey: Q&A with our marketing team
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How did Upscale get started, and what is its mission?
How's the journey been so far?
What's been your top highlight so far?
What is your proudest achievement of the last year?
What’s been the biggest lesson learned as a new brand ?
How will Upscale help people embrace new ways of working?
What B2B marketing trends are you seeing?
Are there any exciting plans in the works at Upscale?
How do you see the Upscale brand evolving?
Any tips for managing stress during the first year of a new venture?
How do you stay on top of everything you need to do day to day?
How do you unwind and relax after a busy day?
What's your advice to someone starting out in a new venture?
What have you learned about yourself in this first year?
Join Chirag Harendra and Marta Afonso as they reflect on one year of Upscale, sharing candid insights about building a brand, managing change, and crafting apps that help teams work better together.
The evenings are getting longer, the air is warming up, and spring is just around the corner, which can only mean one thing…
It's been a year since we launched Upscale!
To mark this special milestone, we caught up with Chirag Harendra, Head of Marketing, and Marta Afonso, Brand, Commercial, and Communications Marketing Lead, to reflect on the journey so far and what's next for the brand.
How did Upscale get started, and what is its mission?
[Chirag] Upscale was formerly known as Adaptavist Apps and we had gone through a major restructure across the Product Group at The Adaptavist Group. We're one of multiple Product Business Units at The Adaptavist Group (TAG), including our closest allies, ScriptRunner and Kolekti. We needed our own identity and mission to help us deliver our products to market in a meaningful way for our customers. Our mission 'to craft lovable apps that upscale the value and experience of everyday platforms' really helps to drive us to make every workday better for our customers through our apps.
When you look at our portfolio of apps and what we are helping solve for our customers, we wanted a brand that highlighted our ambition in a fun, empathic, and compelling manner.
[Marta] Upscale was created to solve a common challenge: helping teams and individuals achieve more every day. We started as part of The Adaptavist Group, building apps for Atlassian, Slack, and monday.com. As demand for our apps increased, we saw an opportunity to scale our impact, and that's when we decided to launch Upscale as a standalone brand.
Our mission is simple—to build apps that increase (or upscale!) the value and experience of the work platforms you rely on every day.
The switch to a standalone business within The Adaptavist Group must have been a big step. How's the journey been so far?
[Chirag] Change is always a constant in every business, but this was a huge change for us at TAG. It takes time to build a business; we did that really well as TAG. The sign of a really good business is when it can keep evolving, which we believe we've done and are continuing to do through Upscale and our many other business units within TAG. As is to be expected, there are still things we'd like to be better, but from where things were 3 years ago to now, I'd say we've made huge progress as a business to help support several business units and for each to have its own identity and personality.
For Upscale, it’s been a year of ‘laying the foundations’ as I’ve relayed to my team several times in the past year. Whilst our key focus has been to establish a connection with our customers through our brand, for me it’s even more important that we achieve it with our own Upscalers first. Because let’s face it, if our own don’t buy into the brand then what chance has it got externally?
Change is constant in every business, and the sign of a really good one is its ability to keep evolving.
Chirag Harendra
Head of Marketing
[Marta] It's been such a wild and exciting journey. Becoming a standalone business was a big step in shaping who we are, defining our mission, and building connections with our users. One of the best parts? Having the freedom to focus completely on growth and innovation—trying new things, improving what we do, and making sure we're creating real value for the people who use our products.
Of course, any big change comes with its challenges. There was a lot to figure out, from setting up our own processes to making sure everything ran smoothly. Thankfully, the TAG team supported us at every step, and that made a huge difference.
Looking back over the past year, it has been such a rewarding experience, and we are super excited for what's next!
As a new brand in The Adaptavist Group, what's been your top highlight so far?
[Chirag] Our merch! Heh just kidding, although our merch has definitely been a big success for us as many customers, partners, and fellow colleagues have continuously asked us for a chance to sport some Upscale gear. Any brand launch is only ever successful if others remember it; fortunately for us, Upscale is a memorable name, and the meaning behind the word also intrigues people when they hear it for the first time. I'd say that is a great first impression in itself; when people hear Upscale, there is a positive next phrase or follow-up question.
My biggest highlight is definitely seeing our brand come alive at major events such as Atlassian Team and monday.com Elevate and seeing the positive reactions of our customers and partners. Namely, in the recent monday.com Partner Summit, we had a keynote at the main stage for all to witness our branding. Our website has received plenty of praise, too. Very recently, our friends at monday.com mentioned that they show it as an example to other app vendors.
The Upscale team rocking our merch at monday.com's Elevate event in London!
[Marta] Looking back, it has been such an exciting year! It's gone by so fast. Seeing Upscale come to life as its own brand has been an incredible journey—from finding our voice or visual identity to launching and improving products that really connect with our users.
But honestly, the biggest highlight has to be the way we all pulled together as one team. Every challenge, every win, is all down to the people behind the brand. Getting the chance to work with such a passionate and talented team has made this whole experience even more special. So, a big shout out to everyone who made that possible—you know who you are! For me personally, it has been a year of learning, growing, and having a lot of fun along the way.
Is there anything you are especially proud of achieving in the past year?
[Chirag] Aside from our overall branding from a technical perspective. I love that our own Upscalers have taken the brand as their own since day one. We were yearning to have our own identity as a business unit, and as soon as we launched, we became one through Upscale. Our peers in other business units also gave us many plaudits when they saw our branding and launch. Our marketing team has done a terrific job with taking care of the technical details behind a brand launch, it shows in the feedback we continue to receive from customers, partners, and peers alike.
[Marta] I'm incredibly proud of the amazing work my team and I did in bringing the Upscale brand to life. I had the privilege of managing the overall brand launch, and it has been amazing to see the vision come to life—from the visual identity to the tone of voice.
We all worked tirelessly to translate the leadership's vision into a brand that feels true to who we are. It has been so rewarding to see every detail come together and to see how the brand resonates with both our users and our peers. I couldn't be more proud of what we've accomplished together.
What’s been the biggest lesson you've learned as a new brand within The Adaptavist Group?
[Chirag] That change is even faster than it ever was—what worked today for you and your customers may not work tomorrow, and it's important to keep a pulse on this. There is a growing influx of advanced technology capabilities such as AI, and together with the complex geo-political influences of the world we live in today, it's hard to keep up!
In the past 5 years, we've had to adapt as humans to many new things that have changed the way we work and live on a daily basis; many businesses have transformed completely, some temporarily and are now struggling to 'return to old ways'. I think we ought to continue evolving as a business, both for our employees and our customers; otherwise, it doesn't take long nowadays to fall behind.
[Marta] The biggest lesson I've learned this year is how crucial it is to stay adaptable while also keeping our messaging clear and consistent. Every interaction counts. Whether it's how we talk about our products or how we connect with our customers.
The biggest lesson I've learned this year is how crucial it is to stay adaptable while also keeping our messaging clear and consistent. Every interaction counts.
Marta Afonso
Brand, Commercial, and Comms Marketing Team Lead
Being concise, confident, and customer-focused has helped build trust and recognition, and strong internal communication has kept the whole team aligned. It's been a year of learning, staying flexible, and making sure we're all on the same page as we work together to build a meaningful brand.
We're seeing so many shifts in the workplace these days—how do you see Upscale helping people embrace new ways of working?
[Chirag] The explosion of everyday tech in the last two decades has transformed the way people work. Yes, you've heard this type of phrase a million times now, but it's true every single time! Unfortunately and fortunately we have so many tools at our disposal as professionals, no matter what industry, tech is having an impact every single minute of every single day. And if it isn't today, it's very much going to tomorrow! I'm a firm believer in keeping things simple and succinct; this goes for the tools we use every day and our experience using them. We all have that favourite app because it just does what you need it to and in a satisfying manner.
The biggest opportunity for Upscale is helping people to reduce the amount of noise from all these tools so they can focus and do their best work, whilst enjoying it.
[Marta] Right now, there is a big drive for more flexibility in how we work. More remote and hybrid setups are becoming the norm. People want tools that help them stay connected and work efficiently, no matter where they are.
That's exactly where Upscale comes in. We're focused on creating apps to make collaboration easier and work more manageable, allowing teams to stay productive and adapt to these new ways of working.
From your perspective as B2B marketeers in tech—are you seeing any interesting trends?
[Chirag] Of course, the AI train has well and truly taken off. Still, as B2B marketers, we ought to consider how this will truly impact us when we look at the technical details such as SEO optimisation, content creation, and strategy & planning. If we rely too much on AI to help deliver this for us, everything will become 10 times harder for us marketers to reach our audiences because everyone has suddenly become really good at it thanks to AI.
So, it's up to us to differentiate ourselves by remembering to factor in the human side in our marketing efforts. We are social animals by nature and that will always trump the connection fabricated with technology. The best content, whether it's an ad, a blog, or a post, almost always has a personable human story pulling at your heartstrings. That can't be matched by AI with the same authentic impact. Not yet!
If we rely too much on AI to help deliver this for us, everything will become 10 times harder for us marketers to reach our audiences because everyone has suddenly become really good at it thanks to AI.
Chirag Harendra
Head of Marketing
[Marta] As Chirag said, I think the biggest shift we are seeing is a move towards authenticity and simplicity. Cutting through the jargon and speaking human-to-human. Brands that feel more personal, engaging, and relatable are winning. It used to be B2C brands that used a conversational tone, but now, even corporate and enterprise tech brands are adopting this approach.
Video content is also booming, but not the polished corporate kind. Quick, authentic clips from real employees and customers are getting way more engagement than traditional marketing videos.
Communities have also become huge. Companies are investing less in traditional marketing and more in building spaces where their users can connect and share knowledge.
Are there any exciting plans in the works at Upscale?
[Chirag] We have launched several new apps in the past 12 months and plan to launch many more in the next 12 months. We're well wedded to our Atlassian roots but have made significant progress with the monday.com ecosystem, winning many awards along the way for the popularity of our apps in the marketplace. Watch this space for potential new marketplaces where we'd like to branch out!
[Marta] Looking ahead, we are excited to continue growing the Upscale brand by refining our messaging and experimenting with new content, especially video. Our goal is to continue to connect in a personal way with our audience. We also want to be more present in our ecosystem communities and foster more human-to-human connections. After all, real connections matter most. We'll try new things, learn what works, and grow in ways that feel true to us.
As Upscale grows, how do you see the brand evolving, and what role do you see marketing playing in that journey?
[Chirag] Marketing will always play a crucial role in the evolution of any brand. For Upscale, the nature of our business is very much product/app-first. We want to build apps that truly make a difference to our customers' everyday work, regardless of the ecosystem or platform. If we feel we can make a difference, we will certainly look into it at the very least. I'd love for our brand to be affiliated with everything that you seek to help improve your everyday work. You come to us first to see if we have a solution for it; whether it's an app or a particular content or asset, we'd like to help!
[Marta] As we scale, our brand will continue to evolve alongside our users' needs. Our mission will always stay the same: to set the standard for exceptional work experiences and make work easier and more enjoyable. Marketing will be key in that journey, crafting compelling stories, amplifying customer success, and creating content that educates and inspires.
Our mission will always stay the same: to set the standard for exceptional work experiences and make work easier and more enjoyable.
Marta Afonso
Brand, Commercial, and Comms Marketing Team Lead
Even as we grow, we aim to maintain that personal, human touch by building genuine connections through content that truly helps people. It's all about listening, learning, and delivering what matters most.
The first year of any new venture is pretty full on—any tips for how best to manage the stress that comes with that to keep life in balance?
[Chirag] A healthy mind is a happy mind. During the pandemic, I started practising meditation and mindfulness. I've found it incredibly rewarding; whilst it may not be for everyone, I think finding some time during the day to unwind with a few deep breaths can make a big difference. For those days that are more stressful than others, especially working remotely, getting some fresh air outside definitely helps! Winters in the UK bereft us of much sunshine, but whenever it does happen, I try to get some ‘facetime' in the sun. Like with everything in life, it's important to try to keep perspective with everything going on in the world today; remind yourself, ‘It’s a bad day, not a bad life’.
[Marta] Honestly, managing the stress during the first year of any new venture can be overwhelming! My biggest tip is to remember that it is okay to take breaks and prioritise well-being. Finding small moments or a personal 'release tip' to step back, breathe, and recharge really helps keep things in balance. Our amazing unlimited holiday policy really helps with this!
I also think setting realistic expectations for yourself and your team is key—don't try to do everything at once. It's all about taking it one step at a time and knowing that you're in it together.
How do you stay on top of everything you need to do day to day?
[Chirag] There’s nothing revolutionary here! Be organised as much as you can. We have a plethora of organisers available, so use them! Even something as basic as keeping your calendar up-to-date with everyday reminders and to-do lists all make a difference, and they all help. As they say, failing to plan is planning to fail. I'm not sure if this qualifies as a productivity 'hack', but I make notes in Slack that I can refer back to later. Did you know you can also message yourself? It's pretty handy as a notetaker! I've also found the AI notetakers joining my meetings quite useful for referring back to key discussion points and decisions. I think the most important thing here is finding what works for you, even if it's something quirky; if it works, it's doing the job.
[Marta] Staying on top of everything definitely requires a bit of juggling! My biggest productivity hack is breaking tasks into smaller pieces and identifying priorities. However, it's important to remember that these can shift depending on each perspective. I rely on monday.com as my go-to tool for tracking tasks, sharing updates, and keeping deadlines in check. I also keep my calendar updated and block out focus time for 'deep' work without distractions. Sometimes, knowing when to say no or ask for help is key to maintaining balance and managing expectations.
How do you unwind and relax after a busy day?
[Chirag] Switching off completely from work is an underrated skill. Sure, there will be some days when you want to keep an eye on an important launch/project/customer comms past normal work-hours. But having a proper differentiator between 'work' and 'home' (especially if we're remote workers) is absolutely fundamental in ensuring you look after your emotional and mental well-being. Try to have a regular 'switch off' routine, whether that's shutting your laptop at the end of the day and leaving your study or work area for good for that day; it all makes a difference.
[Marta] After a busy day, I love to unwind with something simple and calming. A good walk or a bit of dancing with my toddler always helps clear my head. Seeing my toddler develop and learn about her 'new thing' of the day is one of my most relaxing and rewarding activities.
I'm also a fan of reading or just relaxing with a cup of tea and watching something lighthearted on TV (MAFS, anyone?). It's all about finding those little moments to be me so I'm refreshed and ready for what the next day brings.
If you could give one piece of advice to someone starting out in a new venture like Upscale, what would it be?
[Chirag] Be authentic, be yourself, and don't overdo it! Sometimes, sticking to simplicity and trying to make that as great as possible is more than good enough to help deliver something good for your customers. If you try hard to be something you're not, and you overcomplicate with jargon or technical terminology or whatever it is, you can lose your customers before they've even considered you for a purchase.
It's almost like starting a new job, except you already know all the people who are in it with you. Of course, as with any business, the number one aim is for it to stand on its own feet and for it to be generating revenue to sustain itself. If we can help deliver solutions to everyday work headaches for our customers creatively and compellingly, I'd like to think that the 'making money' aspect should take care of itself.
[Marta] My advice would be to embrace the journey and stay flexible. Starting something new can feel overwhelming, but it's an incredible opportunity for growth. Be ready to learn from your mistakes and celebrate the small wins along the way. Also, don't forget the power of a strong team—surround yourself with people who share your vision and support each other through the highs and lows. It's all about being adaptable, persistent, and having fun with the process.
Finally, what's been the most surprising thing you've learned about yourself in this first year?
[Chirag] Evolving a new brand needs a continuous push/pull of it within a business. Navigating several stakeholders on a daily basis, from board/executives, team members, and agencies, to name a few. Keeping the focus ongoing with the wider team, shielding them from any unexpected pivots and distractions whilst ensuring progress is being made with our greater goals requires plenty of patience, perseverance and persistence. I think I've surprised myself with my own capacity for managing these throughout the year.
Over the years, I've learnt to let go of things that are not in my control and to tell myself that if things don't always feel 'in control' (we're never always entirely in control, are we?). We are all here to live our lives and make great memories, that includes those at work and the people we work with. It's up to you to decide where that is (on most occasions). Sometimes, things happen that don't feel great, but I believe that it's usually, if not always, for the better.
[Marta] Honestly, I've been surprised by how adaptable I can be. When you are working on a new venture or project, you have to wear so many hats and adjust quickly, and I have learned that I can handle way more change and uncertainty than I thought I could. I have also realised how important it is to trust my instincts—there are a lot of unknowns, but trusting the process and trusting myself and my team has helped me navigate it all.
Want to learn more about our journey so far?
Whether you want to discuss your everyday work challenges, learn about our apps for Jira, monday.com, and Slack, or just say 'hi', we want to hear from you!
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Written by
Brand, Commercial & Comms Marketing Team Lead
Marta, our Brand, Marketing, and Communications Leader, is passionate about elevating our brand and driving customer-focused strategies. With vast experience across B2B and B2C industries, she crafts impactful campaigns that connect Upscale with its audiences and deliver meaningful, lasting results.
Content Marketing Consultant
As a senior content marketing consultant at Upscale, Selena thrives in the ever-changing world of technology. With over 20 years of experience, she has worked across diverse sectors and specialises in crafting engaging content that captures attention, showcases expertise, and drives business growth.
Upscale
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