A system and method is provided having an execution environment of an intelligent runtime device framework for generating user interface elements on a user interface (UI), declared on the device. The proposed method allows user interface definitions through XML metadata UI definitions (or other structured definition language schema) instead of requiring an implementation of the screen elements in executable code for the application. The UI definitions are stored in a common UI repository as a common resource of the applications on the device and is processed at runtime. The UI definitions are independent from the target platform of the device. The “look and feel” of all the applications on the device can be customized and branded as required. Defining layout and ordering of UI elements separately from the applications logic offers modularization of the applications. Such modularization allows reuse of already defined UI screens and sharing them between different applications. The system has a themes and branding repository, a UI repository, a visualization engine, an execution environment, and a UI service. The method includes steps of parsing the XML definitions, applying theme and branding characteristics, providing a screen model to the execution environment, visualizing the user interface, and event handling.