Marketing pages for developer tools tend to default to two styles: the "dark gradient with neon accents" Vercel-style aesthetic, or the "everything is gray, type is small, the product is so serious" enterprise look. Neither fit us.
We landed on Wix's visual language. It's friendly, generous with whitespace, and confident with color in a way that signals "this is for everyone, not just engineers" — which matches our target users. The accent palette has enough variety to give every use-case its own color identity (creators get coral, accessibility gets green, productivity gets blue) without ever mixing four accents on one screen.
Tokens we kept
Wix Blue as the workhorse for primary CTAs. The full 6-color accent palette (amber, green, red, plum, violet, coral) as illustration and category markers. Pill buttons — full border-radius: 999px — which turned out to be more constraining than expected (more on that below). The shadow/radius/motion timings exactly as the spec calls them out.
What changed in our copy
Pill buttons demand short CTAs. We had a "Start your free 14-day Pro trial" button on the pricing page that read as "Start your fr…" inside the pill. Either the button gets unwieldy wide or the copy gets shorter. We picked shorter. Every CTA on the site is now 2–3 words: "Get started", "Try free", "See pricing", "Open the docs".
We also leaned harder into verb-first headlines. "Build a website" on Wix becomes "Automate the repetitive taps" on us. The display sans (Wix Madefor when available, system-ui fallback) is doing real work — a noun-heavy headline at 96px with -0.02em tracking lands very differently than a verb-first one at the same size.
What we dropped
The illustration style. Wix uses flat, slightly-geometric vector scenes with stickers floating around them. We don't have an in-house illustrator, and stock illustrations in that style read as cheap. We kept the floating-product-mockup hero pattern (with our own phone mockups instead of editor screenshots), but replaced the sticker-illustrations elsewhere with simple iconography.
What we'd do differently
We'd spec the tokens directly in each app's tailwind.config.ts from day one instead of routing through a shared preset. Next.js's PostCSS pipeline doesn't reliably hot-reload changes to preset files imported from a workspace package — we shipped this one twice because of it. The token system itself is great; the delivery mechanism wanted more friction than expected.