Get a visual identity made for SaaS & Software
Brand identity, UI/UX design, and brand guidelines — always part of every project, never an afterthought. Specially tailored for the SaaS & Software sector.
What makes SaaS & Software different?
Software companies know what good technology looks like. We help SaaS and software companies create a web presence that does justice to their product.
The Netherlands has a thriving startup ecosystem, especially around Amsterdam and Eindhoven. — and most of them have a product that’s great and a website that’s... okay. We fix that part.
What we often see in SaaS & Software
- Product website that doesn’t do the product justice
- Dashboard UI that users complain about
- Marketing site built on a CMS that developers hate
- No programmatic SEO to catch technical long-tail keywords
- Infrastructure costs exploding on AWS or Vercel
SaaS companies already have developers — but your dev team should build your product, not your marketing site. We take care of the parts that aren’t your core product but still need to be excellent.
Design is not decoration — it’s strategy
A good brand is recognizable before anyone reads a word. The color, the typography, the way things are composed — that communicates something. Whether that something aligns with who you are is the question we ask before starting to draw.
Design & Branding at Friendly Faces is not an add-on service you order alongside. It’s baked into every project. But for companies that need a visual foundation — from scratch or because their current one no longer fits — we also build complete brand identities.
What we deliver
Logo design that scales — from favicon to billboard. Typography system and color palette that feel consistent across every medium. UI design in Figma, including a component library. Brand guidelines your team can use without having to call us. And when the project requires it: a full design system that forms the basis of your digital product.
We always design in Figma, always interactively, and always in close collaboration. You approve before a single line of code is written.
Who is this for?
New companies who want to establish their brand well from the start. Existing companies that notice their visual identity no longer fits who they have become. Teams that miss consistency — every channel looks a little different and that just doesn’t feel professional.
Design & Branding in the SaaS & Software sector: examples
Examples of what Design & Branding looks like for companies like yours.
High-converting marketing and product websites
Developer-friendly documentation sites
Customer dashboard UI/UX redesigns
Programmatic SEO for technical long-tail keywords
API documentation and developer portals
Self-hosted infrastructure (cheaper than Vercel)
CI/CD pipelines, GitHub / GitLab, Analytics platforms, Intercom / Crisp (support), Stripe (billing), Various APIs and webhooks
Our approach
Clear, honest, and predictable — from start to delivery.
Introduction
We get to know you and listen to what you need. Non-binding and without sales pitch.
Plan & Quote
We create a concrete plan with scope, schedule, and price. No surprises afterwards.
Execution
You hear from us — not just when it's done. Transparent process, direct line to the building team.
Delivery & Support
We deliver and remain available. Your product is in good hands — even after going live.
Ready to take Design & Branding seriously?
When is design & branding needed?
- You are starting something new. You don’t want to start with a Canva logo you’ll throw away in two years anyway. Do it right from the start.
- Your brand no longer fits who you are. Your company has grown, but your visual identity has lagged behind. Time for an update.
- Consistency is missing. Your site, your presentations, your social posts — they all look a little different. That undermines trust.
- You’re going to build a digital product. UI design is always part of our development processes. No code without design.