I think it might make more sense -- especially for a visual form builder -- to start the form-building process by asking the user to define some basic form layout/styling in a way that users can easily return to later, like in Mailchimp.

When I first logged in to the product, I was disappointed by the default appearance of forms -- they were full width and it wasn't clear what kind of layout and styling options were available. I personally don't find the templates to be of great value because in most cases I already have fonts, color schemes, etc. defined in a style guide.

It was only after I explored the interface more that I understood there were ways to modify the layout and other style preferences.