Apitail x Gemeos

Apitail is a SaaS platform that lets fashion and footwear chain managers track inventory in real time from a single interface. In 7 weeks, Gemeos delivered the art direction, UX/UI design, and full marketing site build.

Apitail entrusted Gemeos, a web agency for retail SaaS companies, with its marketing site.

Apitail homepage on a laptop: "La gestion simplifiée de vos magasins" (simplified store management)

Simplifying Multi-Store Management

Apitail is a SaaS platform that lets fashion and footwear network managers track inventory in real time from a single interface.

In 7 weeks, Gemeos delivered the visual identity, UX/UI mockups, and full marketing site build, Simple, Complete, Effective.

Industry: Saas; Industry
Services: Artistic Direction; UX/UI Design; Development

Three Apitail homepage design options: “La gestion simplifiée de vos magasins” in dark, light and gradient styles

Art Direction

Apitail is a SaaS platform built for multi-store operators in the fashion and footwear industries. The art direction brief aimed to embody the product’s three core values: Simple, Complete, Effective.

The name itself is a play on words: API for retail, a technical solution that still needs to feel accessible and human. The visual identity had to reflect that tension between operational rigor and a calming user experience.

Visual Identity

The chosen palette, warm beige background, dark blue text, neon yellow accents, creates a distinct identity in a market dominated by cold corporate blues. Beige brings warmth and accessibility, dark blue anchors technical credibility, and neon yellow acts as an energy boost for CTAs and interactive elements.

The design references (mipler.com) guided the typography and layout choices toward a balance between information clarity and SaaS modernity.

Competitive Positioning

Against established players like Cegid, Odoo, Fastmag, and Polaris, Apitail positions itself as the market’s agile solution: lighter than an ERP, more powerful than a basic point-of-sale tool. The art direction had to express that promise visually, professional, without the institutional weight.

Minimalist & Functional
A clean, structured white design built for clarity and readability. The serif typography for the headlines adds character to an otherwise stripped-back environment. Product screenshots sit side by side with no extra effects, letting the interface speak for itself. Linear icons and a restrained grid reinforce the image of a serious, well-thought-out tool. A reassuring direction, designed for brands that want efficiency above all else.
Teal & Conversion
A bolder direction, with teal as the signature color, used across CTAs, cards, and feature blocks. The hero pairs oversized typography with a floating product visual to showcase the interface from the first screen. Sections alternate between white backgrounds and structured teal blocks, creating a dynamic visual rhythm. Key metrics at the bottom of the page reinforce credibility. A sales-driven, high-energy direction built to convert fast.
Premium & Immersive
An ambitious hero with a pink-to-violet gradient in the background positions Apitail as a premium tech player. The mixed typography, with an italic serif for the subtitle, creates an elegant, distinctive contrast. The full-width product visual showcases the platform’s depth of functionality. The sections that follow return to a white background to keep things highly readable. This direction lifts the brand perception beyond a simple management tool.

Apitail homepage mockup: headline “La gestion simplifiée de vos magasins,” dashboard and man on a laptop

Concept 1

Laptop on an orange armchair showing Apitail website mockups in Figma

UX/UI Design

Apitail’s UX design centered on one core challenge: making an inherently complex feature feel intuitive, real-time multi-store inventory management.

Information Architecture

Max structured the experience around the manager’s main workflow: consolidated inventory view → identify stockouts or overstock → take corrective action (transfer, order, reallocate). Every screen cuts cognitive load to the bone by showing only the information you can act on.

Design System

A component-first design system was built to ensure consistency across every module: dashboard, item management, transfer tracking, reporting. Clean typography and generous spacing keep everything highly readable on desktop, the primary environment for in-store use.

Validation Workflow

Phase	Duration	Deliverable
Look & Feel	Weeks 1-2	Moodboard + brand guidelines
UI Design	Week 3	High-fidelity mockups
Client Review	Week 4	Final iterations

Hand holding a smartphone showing the Apitail mobile site: “Simplified management of your stores”

Webflow Build

The Apitail site build (apitail.com, preprod: apitail-preprod.webflow.io) followed a 3-phase methodology after the mockups were approved.

Tech Stack

Webflow was the clear choice for delivering a high-performance marketing site without unnecessary back-end complexity, ideal for a fast-growing SaaS startup that needs to move quickly on content and landing pages.

Build Timeline

Phase	Duration	Focus
Build	Week 5	Full template development
QA & Review	Week 6	Cross-browser, responsive, and performance testing
Go-live	Week 7	Production launch + handoff

Responsive & Performance

Special attention went into mobile performance, even though the platform is mainly used on desktop. A marketing site has to convert on every device, decision-makers often browse on mobile before testing the product on a computer.

Apitail x Gemeos

Simplifying Multi-Store Management