A system including methodology for optimizing/customizing display or rendering of requested images is described. In one embodiment, the system provides on-demand creation of images that are customized for a particular device type. The system comprises a module serving as a repository for images, each image comprising image components arranged into distinct layers; a module for processing a request from a device for retrieving a particular image from the repository, the module determining a particular device type for the device based in part on information contained in the request; and a module for creating a copy of the particular image that is customized for the device, the module individually rendering image components in the distinct layers of the particular image based on the determined device type, such that at least some of the image components in the distinct layers of the particular image are customized for the device.