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Brand Themes

Written by Dan

Brand Themes work at two levels:

  • Brand theme — a theme you can set and manage at brand level. Can be applied to one or more campaigns.

  • Campaign branding — when you apply a brand theme to a campaign, its values are copied into the campaign's own branding config. We call this Campaign branding. From that point on, the campaign's branding is independent — editing the brand theme will not change campaigns that have already applied it.

This article covers:

  1. Creating and editing brand themes in the Theme Builder

  2. Applying a brand theme to a campaign via the new Appearance tab

  3. Detaching and re-attaching campaign branding on individual blocks

Creating a Brand Theme

How to access the Theme Builder

Navigate to your brands Content → Themes page in Campaign Manager and click "+ New Theme", or access it from the Appearance tab within a campaign.

Theme Builder layout

  • Left panel — Live preview of how your theme looks, with a device toggle to switch between desktop and mobile views

  • Right panel — Editor sidebar with two tabs: Email and Pages.

Configuring your brand theme

Each tab (Pages / Emails) contains collapsible sections. Click a section header to expand it and edit its settings:

Logo

  • Upload your brand logo image

  • Adjust the logo size

  • Set alt text for accessibility

Typography

  • Title font — font family, weight, colour, alignment, size, line height, letter spacing

  • Body font — same controls as title, plus hyperlink colour

  • For emails: fallback font selection (used when the primary font isn't supported by the email client)

  • Fonts available: Google Fonts, system fonts, or upload a custom font file

Backgrounds

  • Pages: page background (solid colour or image upload) and block background colour

  • Emails: email background and email block background (hex colours)

Buttons

  • Font family, weight, and fallback font

  • Background colour and text colour

  • Font size and letter spacing

  • Border: colour, width, and corner radius

Forms (Pages tab only)

  • Labels: font family, weight, colour, size, line height, letter spacing

  • Inputs: font family, weight, background colour, text colour, placeholder colour, size, line height, letter spacing, border (colour, width, radius)

Saving your theme

When you save a new theme for the first time, a modal will ask you to:

  1. Give it a name

  2. Optionally set it as the default theme for your brand (default themes are automatically applied to new campaigns)

Editing an existing brand theme

You can edit a brand theme at any time from the Themes list. Changes you make here only affect the brand theme itself — campaigns that previously applied this theme are not affected, as they have their own independent copy of the values.

To update an existing campaign with new theme changes, you need to re-apply the theme via the Appearance Tab (see section 2).

Applying a Brand Theme to a Campaign

For all campaigns created from 31st April 2026, you will see the new Appearance tab as part of the Campaign setup wizard. This replaces the old Branding tab.

How to access the Appearance Tab

In Campaign Manager, create a new campaign and navigate to the Appearance tab.

What you'll see

The Appearance Tab shows:

  • Hero Image — the campaign's banner image, with an upload button to change it

  • Theme — a visual preview card of the currently applied theme

What happens when you apply a theme

When you apply a brand theme to a campaign, the theme's values are copied into the campaign's own branding config. From this point:

  • The campaign has its own independent set of branding values

  • Editing the brand theme later will not automatically update this campaign

  • To pick up new changes from the brand theme, you must re-apply it

Changing or re-applying a theme

  1. Navigate to the Appearance tab

  2. Click the "Change theme" button below the theme preview

  3. A modal opens showing all available sub-org themes as visual cards

  4. Click a theme card to select it

  5. Click the "Save changes" button.

  6. The selected theme's values are copied into the campaign's branding

Creating a new theme from here

Click "Create new theme" to open the Theme Builder. When you finish and save, you'll be returned to the Appearance Tab and can continue creating your campaign.

Detaching and re-attaching blocks from branding

When to use this

Once a theme has been applied to a campaign, each block in the your campaigns journeys references the campaign's branding config — those styling fields are hidden in the sidebar because they're controlled at campaign-branding level. If you need to override the branding on a specific block (e.g. make one title a different colour), you can detach that block from the campaign branding.

How to detach a block from campaign branding

  1. Open an activity in the Activity Builder

  2. Select the block you want to customise

  3. In the sidebar, click the "Detach theme" button

  1. The previously hidden branding-controlled fields now appear in the sidebar

  2. Edit them as needed — your changes only affect this block

How to re-attach a block to campaign branding

  1. Select the detached block

  2. In the sidebar header, click the "Re-attach theme" button

  1. The block's fields revert to using the campaign's branding values

  2. Those fields are hidden from the sidebar again

Key things to know

  • Instant and reversible — detach and re-attach happen immediately with no confirmation dialog. You can switch back and forth freely.

  • Only affects the selected block — detaching doesn't change the campaign branding or other blocks.

  • Mixed state — if you've only detached some fields, the button will reflect what actions are still available.

  • Re-applying a brand theme — if you go to the Appearance Tab and apply a theme again, it will overwrite the campaign branding. Blocks that were detached keep their overridden values (they're not linked to the campaign branding), but blocks that are still attached will reflect the new values.

FAQ

Q: If I edit a brand theme, will my existing campaigns update?

A: No. When a brand theme is applied to a campaign, its values are copied in. The campaign's branding is independent from that point. To pick up changes from the sub-org theme, re-apply it via the Appearance Tab.

Q: What's the difference between the brand theme and the campaign branding? A: The brand theme is the reusable master template. When applied, its values are copied into the campaign's own branding config. The campaign branding is what blocks actually reference — it's an independent copy that can be customised per-campaign.

Q: Can I have multiple brand themes?

A: Yes. Create as many as you need. Only one can be the default (auto-applied to new campaigns), but you can switch any campaign to any theme via the Appearance Tab.

Q: What happens if I detach a block and then re-apply a theme via the Appearance Tab?

A: The campaign branding will be overwritten with the new theme values. Detached blocks keep their overridden values since they are no longer linked to the campaign branding. Blocks still attached to branding will reflect the newly applied theme.

Q: Can I detach individual fields, or is it all-or-nothing per block?

A: Detach/re-attach operates on all branding-controlled fields within the selected block at once.

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