Published: 31st Jul 2023

Umbraco Platinum Partnership

true and Umbraco: how we work together and how this benefits our clients.

Tim Jones - Founder & Director

A Close Partnership

true are thrilled to be announced as one of the first Umbraco Platinum certified partners, after first signing as a partner back in 2016. 

We have a strong, collaborative, and close partnership with Umbraco HQ and are passionate advocates of the Umbraco community. 

true’s tech team recently spoke at the annual developer conference, Codegarden, for the second year running, as well as Umbraco’s innovation conference, Umbraco Spark earlier in the year. true also have members of both the community back-office team and the core collaborators team to help shape the future of the platform. So much so, that true’s Head of Technology, Matt Sutherland, was recently awarded the Umbraco MVP award, an accolade only given to a handful of people annually who have gone over and above in their contribution to the community. true’s tech team play a key role in the developer community, from hosting hackathons, speaking at meetups including hosting a recent event at true HQ for umBristol.  

In the last 18 months true have been made Umbraco contributing partners and were also awarded the Jury’s choice award for their work with Aardman. 


Always innovating

Technical innovation is key to keeping the agency and our clients ahead of competitors. We have an ongoing R&D programme that allows us to get familiar with new technologies, new implementation techniques and embrace innovative ways of thinking about technology. This is an integral part of the weekly tech team meetings but also the way the wider agency thinks about technology. 

In addition, true were early adopters and innovative implementers of headless composable architectures for Umbraco. The idea was born out of R&D time, then refined and implemented. It has now been integrated across a number of clients including Aardman Animations, Parmenion and TCMM Shutters. A process that the agency has continued to evolve and adapt for clients. 

How have true’s clients benefitted from the Umbraco partnership?

St Austell Brewery

The Thinking: true set about a strategic process to create a digital roadmap, prioritising key developments to deliver better customer experience as well as improved internal business efficiencies. We defined a digital roadmap and technical architecture based on Umbraco to enable the creation of a component-based approach across the group website, B2B ordering, brewery site, and individual pub and inn sites.  

The Effectiveness:

+34% revenue vs 2021

+10% sales vs pre-pandemic sales

Pubs, Inns, and Hotels lifted revenue by 40%


The Thinking: Delivering Aardman’s individuality became our guiding principle. true simplified and shortened user journeys and the site structure and created a digital brand interpretation and design system that built on Aardman’s new brand positioning. Using rich animations, video and design flourishes to enhance the user experience. 

The website was built using a headless architecture on Umbraco, meaning that the framework and components can be re-used across all of Aardman’s digital estate. 

The Effectiveness: 

15% increase in repeat visitors 

200% increase in session duration 

32% increase in leads 

Doubled traffic from social media channels 

Multiple award wins 

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