©

2023

Making developer tools that developers actually love.

Codecraft wanted to stand out in the crowded DevOps space. We gave them a brand that developers trust and admire.

The developer tools market is notoriously hard to crack. Engineers are skeptical of marketing and allergic to fluff. Codecraft needed a brand that earned respect through clarity and consistency. We developed a visual system inspired by terminal aesthetics and technical diagrams, creating a design language that feels native to developers while remaining approachable for technical decision-makers.

Services

Logo design
brand system
documentation site
product UI patterns
developer marketing materials

Making developer tools that developers actually love.

Codecraft wanted to stand out in the crowded DevOps space. We gave them a brand that developers trust and admire.

The developer tools market is notoriously hard to crack. Engineers are skeptical of marketing and allergic to fluff. Codecraft needed a brand that earned respect through clarity and consistency. We developed a visual system inspired by terminal aesthetics and technical diagrams, creating a design language that feels native to developers while remaining approachable for technical decision-makers.

Services

Logo design
brand system
documentation site
product UI patterns
developer marketing materials

Date

Nov 2023

Date

Nov 2023

Date

Nov 2023

Client

Codecraft

Client

Codecraft

Client

Codecraft

Industry

Developer Tools

Industry

Developer Tools

Industry

Developer Tools

Timeline

10 Months

Timeline

10 Months

Timeline

10 Months

Marketing material

Marketing material

The Challenge

Cubekit had quietly become the secret weapon of 3D artists worldwide, but their dated interface was limiting growth. They needed a transformation that would unlock their potential for broader creative adoption.

Despite powerful 3D capabilities that artists loved, Cubekit's interface felt like it belonged in the early 2000s. The complexity that made it powerful also made it intimidating to newcomers, while established users were frustrated by inefficient workflows. The community was passionate but small, held back by barriers that had nothing to do with the underlying technology.

Documentation website

The Solution

We approached the redesign like architects, creating a spatial interface that mirrors the 3D workflows it enables. Every interaction reinforces the precision and possibility of 3D creation.

We transformed Cubekit from a niche 3D tool into a creative platform that inspires artists and powers professionals. The new interface uses smart color coding and contextual tools to keep complexity manageable while making advanced features discoverable. The result feels like working in three dimensions even when managing two-dimensional interfaces.

Brand system

The Process

Complete rebrand, application UI/UX, plugin ecosystem design, documentation site, and community platform delivered over 20 weeks.

Through extensive user research with 3D artists and workflow analysis, we redesigned every aspect of the creative process. The new interface progressively reveals advanced tools while keeping core functions accessible, and the spatial design language helps users think dimensionally. The community called it 'the update that changed everything.'

By the numbers

x

Developer tool adoption rate

x

Developer tool adoption rate

x

Developer tool adoption rate

%

Technical documentation engagement

%

Technical documentation engagement

%

Technical documentation engagement

Min

Reduction in setup time

Min

Reduction in setup time

Min

Reduction in setup time

Designing for developers isnt easy, but they really nailed it. The brand feels technical without being coldand our docs site is now something were actually proud to show off.

Mike Hawke

Lead Designer

Codecraft

Designing for developers isnt easy, but they really nailed it. The brand feels technical without being coldand our docs site is now something were actually proud to show off.

Mike Hawke

Lead Designer

Codecraft

Designing for developers isnt easy, but they really nailed it. The brand feels technical without being coldand our docs site is now something were actually proud to show off.

Mike Hawke

Lead Designer

Codecraft