When we set out to refresh Uservoice’s brand and website, the goal of the exercise wasn’t just around visual polish. It was also around stronger alignment. We wanted to bring the brand and its product into sharper focus through direct messaging and more intentional design.

As we transition from being a powerful platform for customer feedback to more heavily indexing on customer intelligence, we identified an opportunity through a brand evolution to express that power with more confidence and warmth to an enterprise audience.

Evaluating what exists

At first glance, Uservoice’s existing brand was positioned younger than the product. This was the initial intent as they looked to target product managers and owners looking for a tool to consolidate the qualitative aspects of their work. This gap between how Uservoice presented itself and who it intended to serve upon scaling, that being large enterprise organizations, became the anchor point for our refresh.

The site itself incorporated many gradients throughout and although pleasant to look at, it didn’t feel like there was a substantive visual narrative built around their inclusion apart from adding lots of texture. The use of an extended sans-serif also came across as overly juvenile (think Depop) as opposed to established.

Visual narrative + warmth

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There were a few objectives with this refresh. I mentioned visual polish and stronger alignment. Part of that alignment to us also included the need to elevate the visuals to a brand that was both warm and timeless. Uservoice has been around since 2008 to support teams in customer engagement. That’s no mean feat. The brand should evolve to reflect that maturity and one of the more human aspects of the business — understanding.

We started with the gradients. Uservoice sits at a powerful intersection by taking qualitative feedback and turning it into structured, actionable insight. That transformation became the conceptual backbone of the new brand. These soft gradients were reimagined to play a larger role in the narrative with clarity emerging from ambiguity as soft blurs evolve into defined edges. Instead of gradients acting as decoration, we revised them to mirror the concept of intelligence being shaped and activated through that transition.

The initial color scheme was pared back to be more minimalist, incorporating the Uservoice orange as a powerful accent. Warmth was added with the introduction of an off-white with warm beige undertones.

For the typography, it was important to us to incorporate a humanist serif to contribute to that warmth. Humanist typefaces are characterized by their calligraphic roots and the movements of the human hand. We landed on the introduction of Freight Text for body copy, paired with the original use of Aktiv Grotesk (the non-extended version!) for headers.

Elevating our messaging

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Maybe the most important objective with this refresh was moving towards enterprise messaging. As an enterprise solution, Uservoice operates in a space where needs aren’t prescriptive, with every organization having their own set of operations, processes, and wants. This was most apparent in the redesign of our pricing page. Instead of relying on tiers that felt more fixed than flexible, we moved towards a base pricing range that better reflects that evaluation on a case-by-case basis: “You focus on adapting to your customers’ needs. We’ll adapt to yours.”

In addition, we also pared back some of our visuals and copy, leaning into whitespace as opposed to crowding the screen with content. This was a deliberate choice. We moved our messaging to be concise and highly intentional. When you understand your product’s value, there shouldn’t be an overwhelming anxiety to over-communicate it. I’ve always been a fan of the quote, “If you can’t explain it simply, you don’t understand it well enough.” We wanted to ensure that sentiment came through with Uservoice.

Becoming role and department agnostic

Historically, Uservoice was positioned primarily for product managers and product owners. In reality, the insights that live inside Uservoice are used far beyond product.

We’ve expanded the narrative to speak to cross-functional teams: leadership, customer support, account managers, sales, marketing, research, and operations — anyone who needs a deeper, shared understanding of the customer. Customer intelligence is not a single team’s responsibility, and the updated messaging reflects that shift by framing Uservoice as a connective tissue across teams, enabling alignment around what customers are experiencing and what the business should build next.

What’s next

‍This refresh captures where Uservoice stands as a mature platform built for enterprise teams who need customer intelligence that actually drives decisions. The brand has been updated to reflect this evolution. Next, we're bringing that same clarity and intentionality to the product itself. More to come!