Coast Has A New Look - The Goals Behind the Glow Up

An operating system for building, selling and scaling APIs demands a brand as bold as the vision behind it. Today we’re unveiling Coast’s new identity and website - designed to reflect the company we’ve become and the future we’re charging towards.

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Powering the API Economy

Just a few years ago, Coast launched with a simple mission: make it easier to sell APIs. Today, we’ve become the go-to demo platform for the world’s leading API companies. Coast powers product experiences for hundreds of teams—from early-stage startups to Fortune 500s—helping them accelerate sales, drive adoption, and win more deals.

Today Coast:

• Powers 1000’s of sellers across banking, fintech, healthcare, transportation, and more
  
  
• Has delivered 5 million+ interactive demos viewed by stakeholders at 8,000+ companies
  
  
• Showcases APIs that collectively move trillions of dollars, verify billions of identities, and prevent tens of billions in fraud each year

What began as a tool for solutions engineers is now an enterprise-grade operating system that helps API-first businesses build faster, sell smarter, and scale seamlessly.

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Why Rebrand, and Why Now?

This wasn't about driving higher website traffic or creating a logo that looks great on sweatshirts. (Or at least not just about creating a logo that looks great on sweatshirts). The API economy has matured, and so have the needs of our customers. 

As usage of our platform grew over the past few years, we began to see a common theme. Success depends not just on building great APIs, but on shortening the path to value. Coast closes that gap by showing what an API does visually, and in context. We rebuilt our identity to reflect that clarity and confidence - to show up with the same precision and intentionality our platform delivers.

From fast-moving solutions engineers to strategic marketers to deeply technical API teams, our users require clarity, speed, and confidence. The old site tried to speak to everyone. The new one speaks directly to the people building, selling, and scaling API-first products.

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Designed For Builders, By Builders

We approached the rebrand the same way we approach product development: define the users, map their goals, and build toward real outcomes.

We built out user personas based on real conversations with customers and internal teams across Sales, Solutions Engineering, and Marketing - from growth stage to Enterprise businesses. Then we mapped their journeys and rebuilt the site around those distinct needs:

• API builders (product managers, developers, and technical leaders) can now see how Coast accelerates product development, use-case mapping, and the developer experience
• API sellers (sales reps, solutions engineers, and go-to-market leads) discover how Coast shortens sales cycles and boosts win rates by providing personalized, interactive demos
• API scalers (customer success, integration, and partner teams) learn how Coast ensures customers actually adopt and expand usage of their products

The result is a sharper narrative, a more intuitive structure, and a faster path to understanding what Coast does and why it matters.

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The Visual System: Structure, With Depth

At first glance, the new logo is minimal and modern. But it does more than just look clean.

The layered symbol represents Coast's core promise: to reveal what's usually hidden beneath the surface of your product. Whether that's frontend flows, API requests, backend orchestration, or integration logic, Coast helps teams see and show the full stack clearly.

The structure of the mark speaks to composability, modularity, and scalability. It's built on a grid, shaped with angled perspective lines, and crafted to suggest both forward momentum and depth. Like our product, the logo is built to break down complexity - and scale with it.

Coast is a powerful platform built for complex use cases, but our brand is built to be clear, human, and inviting. We wanted a system that feels crisp, modern, and quietly confident. Rooted in Swiss modernism, our typeface Roobert offers rhythm and precision.

Our core purple color provides energy and focus, while accents like coral and sky blue bring in warmth. A structured greyscale anchors the palette so everything feels legible and calm.

And like our product, the system is modular: patterns hint at orchestration; refracted glass textures suggest transparency; and geometric illustrations reinforce the layered, stackable nature of demos built with Coast.

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The New Website (you really just have to see it)

The new website doesn't try to be everything to everyone. It's built for the people who work with APIs every day - people who want to understand what Coast is, what it can do, and how it fits into their workflow.

We introduced modular product pages organized by persona and scenario. Instead of one-size-fits-all descriptions, you'll find dedicated sections for specific goals. Each page includes interactive examples that demonstrate how Coast can solve your challenge.

You'll notice pages that mirror real user workflows, copy that explains how Coast works (not just what it is), fewer generic slogans and more tangible examples, and a focus on clarity, structure, and storytelling - just like the demos built with Coast.

Throughout the site, we maintain a confident, technical tone while keeping the narrative clear and straightforward. Just as Coast's demos make complex technology tangible, our written content stays accessible without sacrificing depth. You'll see more visuals of the product in action: actual demo interfaces and snippets of API calls, in context.

In short, the new website isn't just meant to describe Coast; it's meant to demonstrate it.

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What’s Next

While launching Coast's new website and brand identity is a proud milestone for our team, we're still just getting started. This rebrand is a foundation for what's ahead. The product, customer base, and use cases will continue to grow, and our brand will evolve with them – new features, deeper integrations, AI-native functionality, and sharper tools that help teams ship faster, show value sooner, and collaborate more effectively.

To our current customers: thank you for pushing us to constantly improve and for trusting Coast as the platform you use to show your products to the world. Your feedback and success stories inspired much of what you see in our new site.

To those just discovering Coast: welcome. Coast is ready to help you build faster, sell smarter, and scale more effectively. Let's build the next generation of API-powered experiences together.