Blutui has been selected to run the new website for the British Interactive Media Association, putting a New Zealand-built web platform at the centre of the UK digital industry body's online presence.
The site was designed and built by UK agency Subvert Studio for BIMA, which represents Britain's digital, technology and creative agencies. BIMA uses its website to attract members and partners and to engage with its wider community.
According to the companies involved, the rebuild began with interviews with recently joined members. Those discussions found that users valued BIMA's offering but found the site difficult to navigate. In response, the team simplified the site structure and sign-up journey while applying a refreshed brand.
Subvert Studio built the site on Blutui, a platform founded in Hamilton and developed as what the company describes as an agency web ecosystem. It combines hosting, infrastructure and content management in a single environment aimed at agency teams.
The build also used Blutui's MCP integration for routine development tasks. The companies said that freed up more time for design and user experience work.
Blutui was founded inside a New Zealand digital agency in late 2016 and launched version 1.0 in 2022. It says it now has BlutuiLabs operations in Vietnam, Singapore and Thailand, alongside a presence in the UK.
Its UK expansion has included the relocation of Principal Engineer Tyler Burbage from New Zealand to London to lead work with agencies in the UK, Europe and the Middle East.
The BIMA project gives Blutui a high-profile customer in a market the company describes as demanding for digital suppliers. It also provides a UK reference point at a time when software vendors are trying to demonstrate practical uses for artificial intelligence tools in website production.
Graeme Blake, Founder and Chief Executive Officer of Blutui, said the project reflected the company's international ambitions. "New Zealand has always punched above its weight in creativity, and there's no reason our technology can't do the same. BIMA is the voice of one of the world's most demanding digital markets. Having its home built on the Agency Web Ecosystem we created here, for agencies, is a proud moment for our whole team. We're proud to support BIMA and committed to this journey for the long term."
For BIMA, the overhaul was tied to the needs of a membership organisation whose site serves both public and member-facing functions. The association said the choice of platform and delivery partners mattered because the site acts as a public-facing representation of the sector it serves.
"Having a future-facing platform to engage with our membership and the digital community in the UK is a must-have for BIMA. Subvert Studio and Blutui were appointed as delivery partners and we couldn't be happier with the results," said Matt Sullivan, Managing Director of BIMA.
Subvert Studio also described the work as a matter of fit for an industry association representing digital businesses. "It was really important for us that we create a platform fitting for an association representing the digital industry," said Ben Perkins, Managing Director of Subvert Studio.
A developer on the project pointed to the impact of the MCP integration on the build process. "Coming from a WordPress background, I found Blutui really intuitive and straightforward to work with. The MCP integration saved us considerable time up front with development tasks. We were able to invest the time saved in really polishing the solution instead," said Sebeckis.
Blutui plans to introduce remote MCP access in mid-November, allowing agency teams to connect to its platform through Claude and other AI models for tasks including content updates and, over time, broader site build work.