White-label and reseller setup
Configure your agency brand across every client workspace — name, logo, domain, and login surface.
Agencies that deliver sites on SGEN have two operating modes.
The first is internal: your team works inside SG-Dashboard, your admins know they are on SGEN, and nobody needs to pretend otherwise.
The second is client-facing: your clients log in to a workspace that carries your agency name, your logo, and your domain.
They get the full SG-Admin surface — editor, pages, blog, media — without the SGEN label in sight.
White-label and reseller setup covers the second mode.
This page walks the full configuration: agency branding in SG-Dashboard, client workspace provisioning, custom login domain, email-sender configuration, and the permission model that keeps client access correctly scoped.
The configuration is one-time per agency account and one-time per client workspace.
Once the baseline is in place, every new site you add to a client's workspace inherits the branding without additional work.
What is this for?
Use this page when you are setting up or reconfiguring your agency's white-label surface in SGEN.
It covers the customer-facing configuration screens: Agency Branding in SG-Dashboard, Client Workspace provisioning, login domain setup, and email-sender settings.
This page is a how-to.
It does not cover the underlying infrastructure or how SGEN routes traffic to custom login domains — that lives in the platform engineering reference.
It does not cover how to manage individual client users within a workspace — that lives in the team and permissions documentation.
Good use cases
- Your agency is onboarding its first client on SGEN and you want the client to log in at a URL your agency controls, with your logo at the top.
- You are rebranding your agency and need to update the name, logo, and colors across all active client workspaces at once.
- A new client engagement is starting and you need to provision a workspace, scope the client's access correctly, and hand over login credentials before the kickoff call.
- You want clients to receive system emails — password reset, backup notifications, publish confirmations — from an address at your agency domain, not from SGEN.
- You are auditing which client workspaces are active, which have open seats, and whether any workspace has drifted from the standard branding template.
What NOT to use this for
- Site-level branding (the logo and colors on the published public site).
- Billing on behalf of clients.
- Multi-tenant single-login for your agency team.
- Migrating a client from another platform into their workspace.
How this connects to other features
- Manage multiple sites — every client workspace holds one or more sites.
- Two-factor and SSO — workspace-level 2FA policy lives here.
- Audit Log — every workspace provisioning action, branding update, and login-domain change is recorded.
- Set up a custom domain — the client site's public domain is configured separately from the login domain.
Before you start
- You are signed in as the agency account owner or an admin with Reseller configuration permissions.
- Your agency logo is ready as a PNG or SVG, minimum 200 × 60 px, with a transparent background.
- You have a domain or subdomain reserved for the client login surface.
- If clients will receive system emails from your domain, you need access to add DNS records (SPF, DKIM) for the sender domain.
Where to find it
The white-label and reseller configuration lives in SG-Dashboard → Agency Settings → Branding & Reseller.
This section is visible only on agency plans with reseller rights enabled.
Client workspaces, once created, appear under SG-Dashboard → Client Workspaces.
Each workspace row links to the workspace's own SG-Admin surface, the workspace's site list, and the workspace's user roster.
Steps
The full setup has five parts: configure agency branding, provision a client workspace, set the custom login domain, configure the email sender, and hand over access to the client.
Parts one and two are done once per agency.
Parts two through five are done once per client engagement.
1. Configure agency branding
Open SG-Dashboard → Agency Settings → Branding & Reseller.
The Branding panel opens with a live preview on the right.
Upload your agency logo by clicking the Upload logo button.
Select the PNG or SVG file.
The preview updates to show the logo in the light admin header and in the dark login header.
If the logo looks washed out in the dark variant, the image file does not have a transparent background.
Replace the file before continuing.
Enter your Agency name in the text field.
This name appears in browser tab titles, email subject lines, and the workspace footer.
Keep it short — under 40 characters — so it does not truncate in narrow viewports.
Pick your Primary color using the color picker or by entering a hex value.
The primary color sets the active-state accent on nav items, buttons, and the loading bar.
Avoid very light colors — the interface uses white text on the primary color in several places and contrast needs to hold.
Pick your Login page background.
The options are a solid color, a gradient, or an uploaded background image.
Agencies that use a gradient or image get a more distinct login experience for clients.
The background image upload accepts JPEG or PNG, recommended at 1920 × 1080 px.
Click Save branding.
The preview in the panel immediately reflects the saved state.
The branding applies to every existing and future client workspace under the agency account — you do not need to re-apply it per workspace.
2. Provision a client workspace
Open SG-Dashboard → Client Workspaces.
Click New workspace in the top right.
The new workspace form has four fields.
Workspace name — enter the client's business name.
This name appears in your agency dashboard's workspace list.
It is not visible to the client; choose a name that helps your team identify the account at a glance.
Client contact email — enter the primary email for the client account owner.
SGEN sends the workspace welcome email to this address.
The email carries the login URL and temporary credentials.
Plan — select the SGEN plan the workspace will run on.
Each workspace has its own plan.
If the client has not confirmed their plan yet, pick the smallest appropriate plan; the workspace can be upgraded later without data loss.
Initial admin — either invite the client contact immediately or leave this blank and invite later.
Inviting immediately sends the welcome email at workspace creation.
Leaving it blank lets you configure the workspace fully before the client receives access.
Click Create workspace.
The workspace appears in your client list within a few seconds.
The workspace is empty — no sites yet, no active users if you left the invite blank.
3. Set the custom login domain
Open the new workspace from the client list.
Click Login domain in the workspace settings sidebar.
The Login domain panel shows the current login URL — by default a SGEN-hosted address.
To replace it with your agency domain:
Click Add custom domain.
Enter the subdomain you reserved — for example, `clients.youragency.com`.
The panel shows the DNS record you need to add: a CNAME pointing the subdomain to SGEN's login gateway.
Add that CNAME in your DNS provider.
Return to the Login domain panel and click Verify DNS.
Verification normally completes within a few minutes, though DNS propagation can take up to an hour.
Once verified, the panel marks the domain as active and the client login URL switches to your domain.
Send the updated login URL to the client or embed it in your handover documentation.
Old bookmarks to the SGEN-hosted login continue to work — SGEN redirects them to the custom domain — but clients should use the custom URL going forward.
4. Configure the email sender
Open the workspace settings sidebar and click Email sender.
By default, SGEN sends workspace emails — password reset, backup notifications, publish confirmations — from a SGEN-hosted address.
To send them from your agency domain:
Enter your From address — for example, `sites@youragency.com`.
Enter your From name — for example, `Your Agency Support`.
The panel shows two DNS records to add: an SPF entry and a DKIM key.
Add both records in your DNS provider.
Click Verify sender records.
Both records must verify before SGEN activates the custom sender.
Once active, the panel shows a green verified badge next to each record.
Send a test email using the Send test button.
Check that the test arrives from your agency address, that it does not land in spam, and that the SGEN brand logo in the email body has been replaced by your agency logo.
5. Hand over workspace access to the client
Return to the workspace overview.
Click Users in the sidebar to open the workspace user roster.
If you left the initial admin invite blank during workspace creation, click Invite user.
Enter the client contact's email, set the role to Site Admin, and click Send invite.
The client receives an email from your agency address with a link to set their password and log in.
The link expires after 48 hours.
If the client has not accepted within that window, resend the invite from the Users list.
Before sending the invite, confirm the workspace has at least one site provisioned so the client has something to land on after login.
An empty workspace on first login is disorienting.
Create the first site in the workspace — even if it is a blank starter — before handing over.
Once the client accepts and logs in, their session lands on your agency-branded SG-Admin surface.
They see your logo, your colors, and your login domain in the address bar.
SGEN does not appear in the interface.
What success looks like
Agency branding is correctly configured when the admin login page at your custom domain shows your agency logo, your primary color, and your background choice — with no SGEN logo visible.
A workspace is correctly provisioned when it appears in your client list, has the custom login domain verified and active, has the email sender configured and test-verified, and has at least one invited user with site-admin access.
The client handover is complete when the client has accepted their invite, logged in successfully, and can access the site list in their workspace.
What to do if it does not work
- Logo appears stretched or cropped on the login page.
- Login domain shows "DNS not verified" after an hour.
- Email sender verification fails for SPF.
- Test email arrives in spam.
- Client invite link expired.
- Client sees SGEN branding after logging in.
- Workspace is on the wrong plan and cannot be upgraded without data loss.
Examples
Example A — onboarding a first client.
An agency finishes the agency branding step in the morning.
In the afternoon, they receive a signed contract from a new retail client.
The agency opens Client Workspaces, creates a workspace named `your retail client`, sets the plan to standard, and leaves the invite blank.
They add the CNAME for `clients.ouragency.com`, verify the login domain, configure the email sender with SPF and DKIM, and send a test email.
The test arrives cleanly.
They create a starter site in the workspace and then send the client invite.
The client accepts the same day, logs in, and sees the agency logo at the top.
No follow-up calls about "what platform is this."
Example B — rebranding mid-flight.
An agency rebrands from `your agency` to `your agency`.
They update the agency name and upload the new logo in Branding & Reseller.
They click Re-apply to all workspaces.
All 14 client workspaces refresh to the new name and logo within five minutes.
The clients log in the next morning and see the new brand.
No one-by-one update needed.
Example C — offboarding a client workspace.
A client engagement ends.
The agency opens the workspace, removes the agency admin users from the user roster, and updates the workspace plan to the client's own billing if the client is continuing independently.
If the client is leaving the platform entirely, the agency exports the site as a `.sgen` archive and hands it over.
The workspace is then archived from the client list.
Reference — branding field summary
| Field | Where it appears | Character limit | Notes |
|---|---|---|---|
| Agency name | Tab titles, email subjects, workspace footer | 40 characters | Longer values truncate in narrow viewports |
| Logo (light variant) | SG-Admin header, email header | PNG or SVG, min 200 × 60 px | Transparent background required |
| Logo (dark variant) | Login page header | Same file — platform auto-inverts light-optimised logos | Provide a dark-safe original if possible |
| Primary color | Nav active state, buttons, loading bar | Hex value | Ensure 4.5:1 contrast ratio against white text |
| Login background | Login page only | JPEG or PNG, recommended 1920 × 1080 px | Solid color or gradient are lighter options |
Common questions
Can I have different branding per client workspace?
No.
Agency branding is set at the agency account level and applies to all workspaces uniformly.
Per-workspace branding is not currently available.
If you need distinct visual identities per client, structure each client as a separate agency sub-account.
Does the client ever see the SGEN name?
The client interface suppresses the SGEN label when white-label is active.
SGEN may appear in some browser-level metadata (page source, some browser extensions) — this is not currently suppressed at the platform level.
For the typical client user working in the admin interface, SGEN is not visible.
What happens if I delete the agency branding and re-create it?
All workspaces revert to default SGEN branding until the new branding is saved and re-applied.
Avoid deleting-and-recreating; instead edit the existing branding fields in place.
Can clients configure their own branding within their workspace?
No.
Workspace branding is agency-controlled.
Clients can configure their public site's branding (colors, logo on the public site) inside the admin Appearance, but they cannot change the admin interface branding.