Unlayer
Unlayer is an embeddable content platform — builders for email, pages, and more that SaaS products drop into their own apps. The real customer is often a developer choosing what to embed.
When Unlayer picked developers as the primary selling vertical, the product couldn’t keep wearing an old face. Branding, UI, and tone of voice still framed a different buyer.
Look and sound like what developers buy
Developer-friendly isn’t a badge on a landing page. It’s hierarchy, language, density, and trust signals that make an embeddable SDK feel inevitable — from first glance in the dashboard to the last property in the editor.
New vertical. Old skin.
Go-to-market moved toward developers and technical product teams embedding Unlayer inside their own software. The experience hadn’t caught up: branding felt broad, product chrome lagged the new story, and tone of voice still sounded like a general marketing tool.
Redesign the brand. Reskin the product. Refresh the voice.
We redefined how Unlayer presents itself for a developer-first vertical — visual brand, product UI, and tone of voice as one pass, not three separate projects.
Brand
Visual identity refreshed for a developer-first vertical
Product
UI reskinned across editor and operator surfaces
Voice
Tone redefined to match technical buyers
What we redefined
Three layers, one vertical.
Why it had to be together
A developer vertical fails if only marketing changes.
Pick the buyer. Then rebuild the face.
Unlayer’s selling vertical shifted toward developers — people evaluating an embeddable builder as part of their stack. That decision rewrote the brief: every surface had to earn a technical buyer’s trust.
A refresh that signals “built to embed”
The branding pass redefined how Unlayer shows up — sharper, more product-led, less generic SaaS marketing. Visual language had to feel at home next to docs, SDKs, and dashboards developers already trust.
Reskin the editor and the operator surface
We redesigned and reskinned product UI so the canvas and the client dashboard matched the new brand — hierarchy, chrome, and components tuned for people who live in tools all day.
Tone that respects the reader
Developer-friendly tone of voice means fewer fluffy claims and more precise language — in product UI, empty states, and go-to-market copy.
Keep the vertical honest as you scale
Templates, multi-surface builders, and collaboration only reinforce the vertical if they stay on-brand and on-voice. The system made “developer-friendly” repeatable — not a one-off campaign.
Brand system
Refreshed identity and visual language aimed at a developer-first vertical.
Editor reskin
Canvas, tools, and properties brought in line with the new brand and buyer.
Dashboard
Operator surface redesigned to match the product story outside the iframe.
Tone of voice
Clear, technical language across product and go-to-market — one voice, one vertical.
- Vertical is a design brief. Changing who you sell to means changing brand, product, and voice — together.
- Reskin with a system. A coat of paint without shared components drifts in a month. Systemize the refresh.
- Voice lives in the UI. If labels and empty states don’t match the homepage, developers notice.
- Developer-friendly is felt. Clarity, density, and precision beat slogans about being “for developers.”
Unlayer stopped sounding like a generic marketing tool and started reading like infrastructure developers choose to embed — same craft, new vertical, one coherent face.
“Phoenux have always delivered quality on time.”Hariss — CEO, Unlayer
- Clarity
- Creation
- Discovery
