Phoenux Design

A 15-person product design studio. Founders in the files.

We still care how it feels.

About fifteen of us — 15, precisely, as of 2026. Lahore, Toronto, remote. Founded in 2016 by Shahrukh Azhar and Ahmed Sadoon. Both still design.

A studio that ships. With taste, patience, and a low tolerance for work that only looks finished.

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Who we are: a product design studio in Toronto and Lahore

Phoenux is a product design studio founded in 2016 by Shahrukh Azhar and Ahmed Sadoon. Fifteen people across Toronto, Lahore, and remote. We design and build SaaS products, MVPs, interfaces, and design systems — mostly for US and Canadian product teams.

Not a pitch deck with a studio attached. Small egos, product brains, and a low tolerance for work that only looks finished.

Built for the work, not the theatre.

  • Tired of the middle

    Solo freelancers burn out. Big shops bury the craft under process. We built the third option: senior people close to the problem.

  • Feelings before funnels

    If the product doesn't feel right, nothing downstream saves it.

  • Still small on purpose

    About fifteen people who know each other's standards. We grow by doing better work, not by adding headcount.

  • Founders in the files

    The people who sold the work are often the ones designing it.

  • Taste with a backbone

    Pretty isn't the goal. Clear is. We'll defend a decision, and change it when you're right.

  • Systems, not one-offs

    A single hero page isn't a studio. We build things your team can keep shipping.

  • Honest before it's expensive

    If the brief is wrong or the timeline isn't real, you'll hear it early — while it still costs nothing to change.

Who you'll actually work with

Shahrukh Azhar and Ahmed Sadoon founded Phoenux in 2016. "Founders in the files" only means something if you know whose files — theirs, and the seniors who ship beside them.

  • Shahrukh Azhar, co-founder of Phoenux Design

    Shahrukh Azhar

    Co-founder & Lead Product Designer

    15 years in product design. Founded Phoenux to prove design can be the lever that unlocks growth. Works on product architecture, design systems, and the parts where the structure is still fuzzy.

    LinkedIn
  • Ahmed Sadoon, co-founder of Phoenux Design

    Ahmed Sadoon

    Co-founder & Head of Strategy

    15 years in B2B SaaS. Leads client strategy and partnership growth across North America. Works on the brief, the structure, and keeping founders in the files.

    LinkedIn
  • Umer Khan, Senior Product Designer at Phoenux Design

    Umer Khan

    Senior Product Designer

    Leads UI/UX work on complex enterprise platforms. Specializes in design systems and scalable interfaces.

  • Khadija Zaidi, Senior Designer at Phoenux Design

    Khadija Zaidi

    Senior Designer

    Leads strategic design on long-term retainer projects. Builds design systems and brand foundations.

  • Musab Ali, Design Lead & Internship Program Manager at Phoenux Design

    Musab Ali

    Design Lead & Internship Program Manager

    Manages the Phoenux internship cohort. Mentors emerging designers and leads day-to-day team design initiatives.

Fifteen people. Toronto, Lahore, remote. Shahrukh and Ahmed are still in the files.

2016 to today

  1. Founded

    Shahrukh Azhar and Ahmed Sadoon found Phoenux as a product design studio. Craft first, founders in the files.

  2. SaaS and systems

    Embedded with product teams across North America and MENA. Design systems that survive headcount and feature velocity.

  3. Toronto, Lahore, remote

    Two hubs, one standard. Still ~15 people who know each other’s work.

  4. Ten years of receipts

    15 people. Same differentiator: the people who sell the work are usually the ones designing it.

Product teams we've designed for

  • Sendoso
  • Unlayer
  • Foodics
  • SlashExperts
  • Yaqeen Institute
  • Governata
  • Dealpath
  • Matellio
  • AdVu
  • Darul Qasim
  • Dunkin'
  • Tintash
  • SuiteBuddy
  • Illumi
  • Axehedge
  • Spark
  • DevNation
  • Teem
  • Imgry
  • Relevic
  • Voyager
  • Sendoso
  • Unlayer
  • Foodics
  • SlashExperts
  • Yaqeen Institute
  • Governata
  • Dealpath
  • Matellio
  • AdVu
  • Darul Qasim
  • Dunkin'
  • Tintash
  • SuiteBuddy
  • Illumi
  • Axehedge
  • Spark
  • DevNation
  • Teem
  • Imgry
  • Relevic
  • Voyager

The kind of feedback we actually keep.

Phoenux didn't just redesign screens — they built a modular system that let our merchants feel unique while we scaled.

Foodics Product Leadership, Product, Foodics

They shaped SlashExperts into a product that finally looks and works as it should.

Braydon, Founder, SlashExperts

Phoenux have always delivered quality on time.

Hariss, CEO, Unlayer

Studio life

Studio life

Follow @phoenux.design

Follow @phoenux.design

Frequently asked questions

Who is Phoenux Design?

Phoenux is a product design studio founded in 2016 by Shahrukh Azhar and Ahmed Sadoon, with 15 people across Toronto, Canada and Lahore, Pakistan. Design-first, hands-on, allergic to fluff. We design and build SaaS products, MVPs, interfaces, and design systems.

Who founded Phoenux Design?

Phoenux was founded in 2016 by Shahrukh Azhar and Ahmed Sadoon, who between them have 30 years in product design. Both still work in the files — the people who sell the work are usually the ones designing it.

Where is Phoenux Design based?

Phoenux has teams in Toronto, Canada and Lahore, Pakistan, plus remote. Most clients are US and Canadian SaaS companies, and the studio also works across MENA and Europe.

How big is Phoenux Design?

Phoenux is 15 people and intentionally staying that size. We grow by doing better work rather than adding headcount — about fifteen people who know each other's standards.

How does Phoenux work?

Phoenux runs Clarity, Creation, and Discovery: the brief, then the product design and build, then reach if the finished product needs to be found. Founders stay on the project. Focused sprints run 1–3 weeks; defined projects run weeks to a few months.

What is Phoenux like to work with?

Direct and opinionated. Phoenux will defend a design decision and change it when you're right. We'd rather lose a project than pretend we're the right fit for it.

If this sounds like your kind of studio,

Say hello. Tell us what you're building. Or what's stuck. We'll tell you honestly if we're the right fit.

Book a project call

Or email hello@phoenux.design