Ucraft Brand Guidelines: From Bang2Joom Templates to a Yerevan Website Builder

A template club that became a builder.

Ucraft is a drag-and-drop website builder, and its story, as the company tells it, begins with templates. Its “About Company” page describes Ucraft as “a tech company founded in 2014 by a group of design enthusiasts,” and sets out a short history in three steps.

The first step is Bang2Joom, dated 2010–2014. The company says it started “with a simple idea to help small businesses on their templates choice,” and that Bang2Joom was set up as a Joomla template business: members of its “templates club” got exclusive access to professional templates. Joomla is an open-source content-management system.

The second step is the builder itself. In the company’s words, Bang2Joom “grew into the all-in-one platform,” and “a year later we received an investment from SoftConstruct and already in 2014, Ucraft was officially launched.” SoftConstruct is named on the page as the investor; the page gives no other details of the deal.

The third step came in June 2016, when, the company says, it rolled out the Ucraft White Label website builder, aimed at design agencies, resellers and start-ups that want to run a site builder under their own name. Its white-label page today describes agency, software-as-a-service and custom models, with the customer’s own logo, domain and templates.

The page lists two offices: one in Glendale, California, and one in Yerevan, Armenia. The company also runs local versions of its website in several languages, including French, Japanese, Chinese and Armenian, under country domains. One domain detail matters for anyone looking it up: the long-standing address ucraft.com now forwards to ucraft.net, where the current site lives.

Templates, a grid and a logo maker.

The product is built around a template gallery. Ucraft’s home page offers “120+ designer-made website templates,” filtered by categories such as eCommerce, Business, Blog, Agency, Fashion, Photography, Restaurants and Art, and it credits each template to a named designer on its own team. TechRadar, in a review published on 29 July 2021, found the templates sorted by category, such as Business, Personal and Fashion, with a Popular tab alongside, and wrote that the templates themselves looked great.

The editor works with blocks and elements. TechRadar described a left-hand sidebar from which blocks and elements are dragged onto a live preview, with areas highlighting to show where an item will land, and contextual pop-up tools appearing when an editable section is clicked. The same review said all of Ucraft’s templates have adaptive settings, so that a site adjusts to phone, tablet or desktop screens. Free sites sit on a Ucraft subdomain: in 2021 TechRadar gave the pattern as a name followed by ucraft.site.

Design settings are grouped on a separate Designer Tools page. Ucraft says it covers three areas: Typography, for site-wide font styles, sizes and colours; UIKit, for form fields and buttons; and Layout, for fine-tuning the page grid — “your site, your grid, your rules,” as the company puts it.

Around the builder sit other tools. The company offers a logo maker; a blogging platform with scheduling, tags and multiple authors; online stores; and a landing-page creator. Ucraft says its sites are hosted on Google Cloud. TechRadar noted in 2021 that blog posts are called “Articles” in Ucraft, with categories and scheduled publication, and singled out two features reached from the dashboard: team management, for adding editors, administrators or co-owners, and a multilingual option that lets visitors choose the language in which they browse a site. For online stores, it described a bulk product import from CSV files and a bulk update option.

Design and documentation.

Website and portfolio builders present themselves first through their templates. Ucraft’s home page offers more than 120 “designer-made” templates sorted into categories such as business, photography, restaurants and art, and credits each one to a designer on its team; Readymag’s templates, Website Planet reported in May 2026, are grouped into company websites, landing pages, presentations, portfolios, editorials and online stores, and include designs submitted by users.

The editor is the second part of the pitch, and the products differ. Ucraft’s editor works with blocks and elements that snap into a page grid, according to reviews in TechRadar in 2021 and PCMag in 2026, with a separate page of typography, button and layout settings that the company calls Designer Tools. Readymag’s editor is freeform, with elements placed without a rigid grid and detailed type controls such as ligatures, stylistic sets and variable fonts, according to English Wikipedia; Website Planet describes it as layer-based.

Showcase sites made by users do much of the brand’s work. Ucraft keeps a gallery called “Made with U,” and Readymag runs an annual Website of the Year award for projects built on its platform, judged by a jury of designers and art directors, according to English Wikipedia. Plan and feature names follow a similar logic, pairing plain tiers with branded tools: TechRadar listed Ucraft’s paid plans in 2021 as Pro Website, Pro Shop and Unlimited, alongside features such as a logo maker.

Corporate pages on founders and owners vary widely. Ucraft’s about page gives a dated timeline and names its investor, SoftConstruct, but not its founders, while Readymag’s founders and chief executive are named in English Wikipedia and in design-press interviews. This guide sets out what each company says about itself, and what independent dated sources add.

A published style guide.

Ucraft publishes its own brand guidelines page. It covers three things. The logotype is offered in black and white versions, with an instruction not to tweak or adjust it, and a note that the download also contains an additional brand element that must not be used as a logo. The colour section names a blue as the main colour, with neutrals, and two sets of secondary colours — one running through blues, a light cyan and a mint, the other through a pink-red, a peach and an orange; the company calls the system “extreme flexible, yet some minor constraints are necessary.” The typeface is Helvetica Neue, in three styles: 35 Thin, 45 Light and 65 Medium.

The company also keeps a public showcase, “Made with U,” of sites built on the platform, and a timeline of events on its about page. It says it joined Web Summit’s ALPHA start-up programme in 2015, introduced its white-label product at the Awwwards Conference in Los Angeles in 2017, showed it at The Next Web Conference in Amsterdam in 2018 and at Web Summit in Lisbon in 2019, organised the Jump Conference, a design event, in Yerevan in 2019, and presented its third version, V3, at Web Summit in 2021. It says it was nominated for the new-CMS category at the CMS Critic Awards in 2016 and recognised in that category in 2017. Those are the company’s own entries. On scale, Ucraft says it is “trusted by 360.000 active users from all over the world,” and its home page speaks of a community of over 360,000 customers; no independent count was available, so the figure is given as the company’s.

For a design guide, Ucraft shows how a builder can grow out of a template business and keep templates, typography and a published style guide at the centre of its identity. Compare Duda, another builder that works with agencies, and Wix, another drag-and-drop website builder. For this guide we use a deep builder blue, a sea mint and a coral with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Ucraft’s identity on hand — save it to a board in the Made Good inspiration library.