In this paper we present Unified Communications (UC) as a new class of communication systems, marketed by vendors as a means for integrating communication media and creating presence awareness. Designed as complex infrastructures, UC systems enfold their full potential when being customised to a particular social context. In doing so, the technology allows creating contextspecific presence signalling solutions. The main contribution of this paper is a conceptualisation of the various design questions relevant in the customisation of UC presence signalling aspects. To this end, we present a seven-step process framework as guidance for implementers of UC infrastructures.