A site crafted to match the sophistication, trust, and scale of the product behind it.
Rox supports revenue teams at some of the biggest companies out there: complex workflows, enterprise expectations and a product that keeps leveling up fast. But their website was telling a different story: early-stage, lightweight, and nowhere near the maturity of the product.
It’s a common gap in fast-growing companies. The product moves fast; the brand and website don’t. And when the outside stops matching the inside, it shows up quickly — in credibility, conversions, and the quality of the conversations you can have.
The art of precision
Rox is entering a new stage of maturity. The product is evolving, its reach expanding, and its promise becoming clearer: artificial intelligence in service of people, not the other way around. The visual direction had to reflect that shift, combining structural clarity with a more human sensitivity.
Moodboard
When we got under the hood of the brand, we found something worth exploiting: the internal geometry of the Rox logo had way more potential than just being a symbol.
Those proportions? Gold.
We reinterpreted that geometry to build the foundational grid that organizes every section of the new site. The logo became a structural connector, sitting at the intersection of guides, creating subtle formal gestures that echo the logic of its original construction. These micro-moments aren’t decoration; they’re signals. They unify the system and give the brand a consistent, unmistakable voice.
And because the geometry was that solid, we pushed it further. It became a toolkit: shaping covers, powering layout decisions, generating design assets, and ultimately giving the entire visual universe a refined, elegant, and deeply geometric identity.
The new identity balances structure and emotion. Shapes, patterns, and geometric lines take center stage, reinterpreted through deliberate deconstruction that invites the viewer to uncover new layers of meaning. The aesthetic conveys precision and order, but also flexibility and openness to change.
The system relies on subtle gradients, clean compositions, and strong use of white space as a narrative device. Editorial vector illustrations enrich the experience without distracting from what matters. Everything is built on a well-defined grid, but with enough freedom for each piece to breathe.
A business decision, not a design detail
By rooting the entire site in a single structural idea, Rox now has a brand that behaves the same way their product does: organized, intentional, and scalable. This consistency gives users a clearer experience, gives prospects a clearer story, and gives the marketing team more substance to share, from success stories to deep product value.
The design system became a business tool, not just a visual one. Rox needed a site that could move the business forward. So the redesign followed four strategic goals:
Increase demo requests and lead capture
Reduce bounce rate on product and customer story pages
Communicate product value faster, and louder
Support talent acquisition and media interest
Every decision mapped back to these four points. Active users grew over 4× in the month following launch, and within that surge, new viewers encountered a brand that simply felt different - more credible and more robust.
From day one, it was clear the team was world-class. Their attention to detail, speed of execution, and commitment to crafting beautiful experiences is unmatched.
Yuma Tanaka
Head of Product & Design
Since launch, the shift has been visible in day-to-day operations. The brand now communicates a level of maturity that matches the product, changing how customers, partners, and even candidates engage with Rox. The quality of conversations has gone up, and the website now plays an active role in sales and marketing, supporting value discussions, showcasing impact, and giving the team real material to share through customer stories and product narratives.
There’s also a new dynamic in how the team works: the website and product now reinforce each other. Design decisions on the site inspire moments in the product, and new product directions feed back into the site. A kind of design flywheel where each evolution sharpens the other.
Rox needed an elevated digital identity built on clarity and precision. Now they have it.
