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Case Studies

Revisual-Labs

How Scalekit differentiated itself as enterprise auth platform in 5 weeks

How Revisual labs turned a data‑design practice into a category‑defining brand

FinTech

Executive Summary

Scalekit, a developer-focused authentication platform for B2B SaaS, was struggling to differentiate itself in a crowded market. Despite having unique organization-first architecture, they were perceived as "just another auth provider."

In 5 weeks, we transformed their positioning from generic to category-defining, creating a unified narrative that the sales team actually uses in conversations.

Data Visualization: Creating charts, maps, infographics, and interactive dashboards.

Data Storytelling: Turning data into narrative forms like visual essays and explainer videos.

Information Design: Designing reports, publications, and scientific illustrations.

Training: Offering workshops on data visualization and storytelling to empower teams.

Core GTM Assets
Delivered

10+

> 30

Days to complete the whole project

About The Company

Data Visualization: Creating charts, maps, infographics, and interactive dashboards.

Data Storytelling: Turning data into narrative forms like visual essays and explainer videos.

Information Design: Designing reports, publications, and scientific illustrations.

Training: Offering workshops on data visualization and storytelling to empower teams.

The Problem

Lost in a Crowded Market

Competitive Landscape

Horizontal SaaS

Basic Auth Features

Enterprise-Grade Features

Built for B2B Saas

This is where they
want to be

Horizontal SaaS

Basic Auth Features

Enterprise-Grade Features

Built for B2B Saas

This is where they
want to be

A 2x2 matrix showing competitors, or products, based on their market positions

Unclear differentiation: Prospects couldn't understand what made Scalekit fundamentally different from Auth0 or Clerk

Inconsistent messaging: Different stories across website, sales calls, and documentation created confusion

Feature-focused language: Technical capabilities overshadowed business outcomes executives cared about

"We had a feature problem disguised as a positioning problem. Prospects understood what we offered but couldn't see a compelling reason to switch."

~ Satya Devarakonda, Founder, Scalekit

Our Objective

From Features to Outcomes

Success meant:

Clear differentiation that prospects understood immediately
Unified narrative across all customer touchpoints
Assets that converted technical leaders into demos
Messaging framework the sales team would actually use

Our approach: Get the strategy right before executing tactics.

Clearly articulate what makes Scalekit fundamentally different (not just better)

Unified story across all customer touchpoints

Assets that convert qualified technical leaders into demos

Messaging framework the sales team would actually use in conversations

The Solution

So, we structured our engagement into five strategic phases. Each phase brought us closer to creating a unified narrative that Revisual could use everywhere.

Project Timeline

Kickoff & Discovery

Strategic Foundation

Drafting & Iteration

Refinement & Alignment

Handover

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Kickoff & Discovery

Strategic Foundation

Drafting & Iteration

Refinement & Alignment

Handover

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

The project timeline divided into five phases spread across six weeks.

Project Timeline

Kickoff & Discovery

Strategic Foundation

Messaging Playbook Development

Copywriting and Design

Review & Refinement

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Kickoff & Discovery

Strategic Foundation

Messaging Playbook Development

Copywriting and Design

Review & Refinement

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

The project timeline divided into five phases spread across six weeks.

We analyzed 10+ sales call transcripts, competitor narratives (Auth0, Clerk, Okta), and existing materials to understand why features weren't converting.

We conducted stakeholder interviews with Scalekit's team to understand the industry and core problem. This gave us context into their vision and market perspective.

We started by stepping into Revisual’s world to understand the mindset of data journalists, researchers, and designers.

We conducted stakeholder interviews with Scalekit's team to understand the industry and core problem. This gave us context into their vision and market perspective.

So, we conducted founder and team interviews to understand the emotional DNA behind their mission.

We conducted stakeholder interviews with Scalekit's team to understand the industry and core problem. This gave us context into their vision and market perspective.

We want to build a data and information design community in India.

Data isn’t just numbers, it’s a force to drive change.

We want our charts to speak truthfully.

Gurman Bhatia

Founder, Revisual Labs

Interviews revealed Revisual’s north star statement: “To see impactful, accessible, and truthful charts everywhere.”

Next, we ran a competitor benchmarking exercise. We analyzed global peers like Information is Beautiful, The Pudding, Accurat Studio, and Pentagram Data Design. It helped us frame where Revisual could stand apart. They wanted to focus on accessibility and truth instead of just design sophistication.

We conducted stakeholder interviews with Scalekit's team to understand the industry and core problem. This gave us context into their vision and market perspective.

We also reviewed previous decks, proposals, and website drafts for language inconsistencies and set the baseline for a unified Tone of Voice.

We conducted stakeholder interviews with Scalekit's team to understand the industry and core problem. This gave us context into their vision and market perspective.

This helped us identify that Revisual had credibility in serving as a trust data storytelling and visualization studio. They need to communicate in a better way to reinforce their value proposition in front of their target audience.

We conducted stakeholder interviews with Scalekit's team to understand the industry and core problem. This gave us context into their vision and market perspective.

Before working on the messaging, we needed to understand the nuances of the business that would help shape everything that followed:

Who exactly should Revisual be talking to ?

What specific value does Revisual deliver that others can't ?

What alternatives are clients choosing today and why ?

How should they position each service to different audiences ?

These were clarity gaps that we needed to fill first. So we built a Business Strategy Deck that brings together all essential insights and strategy drivers in one place.

We applied the "Jobs to be Done" framework to understand what would compel prospects to switch.

Understanding the gap got us started. Now, we needed to know what would compel the prospects to switch providers.

Three personas, three different jobs

Founders

Engineering Leaders

Product Leaders

Accelerate revenue growth

Ship features faster

Unlock enterprise deals

Close deals faster

Fix messy auth code

Add enterprise features

Founders

Engineering Leaders

Product Leaders

Accelerate revenue growth

Ship features faster

Unlock enterprise deals

Close deals faster

Fix messy auth code

Add enterprise features

JTBD framework showed each persona had different motivations for using an Enterprise Auth App.

Business Strategy Insights

Revisual Labs

Target segments

Customer segments, their industries and GTM strategies

Buyer

Personas

Decision-makers and champions

Competitive Landscape

Alternatives and direct competitors

Category Positioning

Information design vs. other agencies

Service mapping

Service category, their sub-category and medium

Revisual Labs

Target segments

Customer segments, their industries and GTM strategies

Buyer

Personas

Decision-makers and champions

Competitive Landscape

Alternatives and direct competitors

Category Positioning

Information design vs. other agencies

Service mapping

Service category, their sub-category and medium

Business strategy identified who Revisual serves, how they compete, and what they offer across every market segment

Competitors like Auth0 and Clerk were not built for B2B teams. These teams had a choice to either use a
B2B-native platform or try to adapt consumer tools for their use cases. It made the competition irrelevant as
Scalekit had strong differentiation.

Competitors like Auth0 and Clerk were not built for B2B teams. These teams had a choice to either use a B2B-native platform or try to adapt consumer tools for their use cases. It made the competition irrelevant as Scalekit had strong differentiation.

To make the differentiation clear, we created a positioning strategy. It mapped use cases, competitive
alternatives, their core problems, and how Scalekit solved them. Here's how we mapped the three main
competitive alternatives:

To make the differentiation clear, we created a positioning strategy. It mapped use cases, competitive alternatives, their core problems, and how Scalekit solved them. Here's how we mapped the three main competitive alternatives:

Positioning Strategy

Competitive Alternative

Their Problem

Scalekit's Differentiation

Retrofitting Consumer Auth

Heavy customization required for B2B

Org-first architecture works out of the box

Missing Enterprise Features

No native SCIM/SSO

Built-in SSO/SCIM closes deals faster

Complex Operations

Support-dependent onboarding

Self-serve setup empowers customers

Competitive Alternative

Their Problem

Scalekit's Differentiation

Retrofitting Consumer Auth

Heavy customization required for B2B

Org-first architecture works out of the box

Missing Enterprise Features

No native SCIM/SSO

Built-in SSO/SCIM closes deals faster

Complex Operations

Support-dependent onboarding

Self-serve setup empowers customers

Three-column comparison showing Alternative, Problem, Differentiation.

Access The Positioning Strategy Template

Strategy clarified the market. Now we needed a playbook that defined Revisual's brand, positioned their services, and spoke to each audience.

With differentiation mapped out, We created a three-tier benefit hierarchy linking features to outcomes:

With differentiation mapped out, we need to clearly communicate the product value to customers. For that, we created a three-tier benefit hierarchy. It linked technical features to business outcomes executives cared about, by priority.

We needed a clear brand narrative that explained how Revisual communicates as a brand with different audiences and how it presents its full range of services.

With differentiation mapped out, we need to clearly communicate the product value to customers. For that,
we created a three-tier benefit hierarchy. It linked technical features to business outcomes executives cared about, by priority.

Key Benefit Statements In Order

WIN ENTERPRISE DEALS FASTER

Ship enterprise-ready auth in days, accelerate deals, and scale confidently.

FREE YOUR TEAM TO INNOVATE

Keep engineering focused on core product innovation.

SCALE EFFICIENTLY WITHOUT SURPRISES

Start free, grow predictably, succeed confidently.

Key Benefit Statements In Order

WIN ENTERPRISE DEALS FASTER

Ship enterprise-ready auth in days, accelerate deals, and scale confidently.

FREE YOUR TEAM TO INNOVATE

Keep engineering focused on core product innovation.

SCALE EFFICIENTLY WITHOUT SURPRISES

Start free, grow predictably, succeed confidently.

Key Benefit Statements

Key benefit hierarchy showing how Scalekit's value scales from immediate wins to long-term strategic impact.

Before:
"Scalekit provides authentication and user management APIs for B2B SaaS applications with SSO and SCIM support."

After:
"Ship SSO and SCIM in days, not months. Purpose-built for B2B SaaS teams who need enterprise auth without the enterprise complexity."

This narrative worked because it:

Led with speed (days vs. months). The metric every prospect cared about.
Introduced the difference (organization-first architecture) in context of the outcome.
Promised both time savings AND quality. Not only moving faster, but cutting overhead.

1. Brand Messaging

Through founder interviews and client data, we identified Revisual's emotional and tonal core, which included:

Brand Archetype

Key Traits

Application with Tone of Voice

Brand Messaging Insights

Creator

Ruler

Brand Messaging

Sage

Innovative

Informed

We leverage tomorrow's tech to reveal today's most compelling data stories and hidden insights.

Empowering

We equip you with the tools and know-how to become the narrator of your own data story.

Authoritative

We're raising the bar in data visualization, setting new standards for the industry.

Stable

Our reliable data storytelling translates complex data into clear insights.

Wise

Tap into our wealth of wisdom for data insights that go beyond the surface.

Stay in the know of the freshest insights on data viz, so you don't have to keep up with trends.

Primary Brand Archetype

Brand messaging defined how Revisual communicates, what personality they embody, and how their voice comes to life across every interaction.

We organized these insights into six strategic pillars that captured Revisual's essence:

Brand Pillars

Combining
Art & Science

Tailored
Expertise

Clarifying
Complexity

Establishing
Industry Leadership

Driving
Social Impact

Community -led
Innovation

360* data
offerings

Where creativity
and data work
together

Services tailored
to your goals

Making data easy to understand

Using data to make a difference

Built with and for our community

Setting high standards in data storytelling

A visual overview of the core principles that defines Revisual's approach to data storytelling and impact.

With archetypes and pillars defined, we built out the complete brand messaging foundation, that included:

Strategic Brand Messaging: Wrote the About Us positioning, Mission, and Vision statements
Key Positioning Messages: Six context-specific messages (e.g., "Leading the data revolution," "From data to dialogue")
Core Values: Five operational values defined: Quality, Collaboration, Accuracy, Transparency, Cross-Trained Team
Process Framework: Six-step methodology from Discovery to Launch

Led with speed (days vs. months). The metric every prospect cared about.

Introduced the difference (organization-first architecture) in context of the outcome.

Promised both time savings AND quality. Not only moving faster, but cutting overhead.

Ship enterprise-ready auth in days, accelerate deals, and scale confidently.

WIN ENTERPRISE DEALS FASTER

FREE YOUR TEAM TO
INNOVATE

SCALE EFFICIENTLY WITHOUT SURPRISES

Keep engineering focused on core product innovation.

Start free, grow predictably,
succeed confidently.

FIRST-ORDER BENEFIT

SECOND-ORDER BENEFIT

THIRD-ORDER BENEFIT

Key Benefit Statements

Ship enterprise-ready auth in days, accelerate deals, and scale confidently.

WIN ENTERPRISE DEALS FASTER

FREE YOUR TEAM TO
INNOVATE

SCALE EFFICIENTLY WITHOUT SURPRISES

Keep engineering focused on core product innovation.

Start free, grow predictably,
succeed confidently.

FIRST-ORDER BENEFIT

SECOND-ORDER BENEFIT

THIRD-ORDER BENEFIT

Key Benefit Statements

Key benefit hierarchy showing how Scalekit's value scales from immediate wins to long-term strategic impact.

The core narrative we developed
"Ship SSO and SCIM in days, not months. Organization-first architecture eliminates engineering overhead."

This narrative worked because it:

Led with speed (days vs. months). The metric every prospect cared about.
Introduced the difference (organization-first architecture) in context of the outcome.
Promised both time savings AND quality. Not only moving faster, but cutting overhead.

2. Persona Messaging

Different buyers need different messages. So, we developed tailored value propositions for six personas, which we identified based on existing and target clients.

For each persona, we connected four elements:

Pain Point

Challenge

Desired Impact

Our Message

This framework ensures the right message reaches each buyer, based on what matters most to them.

Persona Messaging

⭐️

Connect to Content

Add layers or components to make infinite auto-playing slideshows.

For each persona, we connected their pain point and challenge to the impact they want and how Revisual delivers it

This ensured every audience heard a message tailored to their needs while staying rooted in brand pillars.

Led with speed (days vs. months). The metric every prospect cared about.

Introduced the difference (organization-first architecture) in context of the outcome.

Promised both time savings AND quality. Not only moving faster, but cutting overhead.

Ship enterprise-ready auth in days, accelerate deals, and scale confidently.

WIN ENTERPRISE DEALS FASTER

FREE YOUR TEAM TO
INNOVATE

SCALE EFFICIENTLY WITHOUT SURPRISES

Keep engineering focused on core product innovation.

Start free, grow predictably,
succeed confidently.

FIRST-ORDER BENEFIT

SECOND-ORDER BENEFIT

THIRD-ORDER BENEFIT

Key Benefit Statements

Ship enterprise-ready auth in days, accelerate deals, and scale confidently.

WIN ENTERPRISE DEALS FASTER

FREE YOUR TEAM TO
INNOVATE

SCALE EFFICIENTLY WITHOUT SURPRISES

Keep engineering focused on core product innovation.

Start free, grow predictably,
succeed confidently.

FIRST-ORDER BENEFIT

SECOND-ORDER BENEFIT

THIRD-ORDER BENEFIT

Key Benefit Statements

Key benefit hierarchy showing how Scalekit's value scales from immediate wins to long-term strategic impact.

The core narrative we developed
"Ship SSO and SCIM in days, not months. Organization-first architecture eliminates engineering overhead."

This narrative worked because it:

3. Service Messaging

After defining our brand and persona messaging, we focused on service messaging. Our goal was to make the full scope of Revisual’s capabilities immediately clear to prospects. To do this, we refined and clearly articulated our two core offerings.

1. Data Visualization

A spectrum across print, digital, and physical mediums:

Interactive Microsites, Dashboards, Visual Essays

Charts, Graphs, Reports, Infographics

Publications, Ad Campaigns, Product Design

Events & Installations

2. Data Training

Interactive learning experiences:

Workshops (hands-on modules)

Webinars (virtual sessions)

Each service connected back to brand pillars like "Establishing Industry Leadership" and "Tailored Expertise."

Led with speed (days vs. months). The metric every prospect cared about.

Introduced the difference (organization-first architecture) in context of the outcome.

Promised both time savings AND quality. Not only moving faster, but cutting overhead.

With the core narrative defined, we needed to ensure it would stay consistent as Scalekit grew. New team
members, product updates, and market expansions could dilute the positioning if team members didn't have
the standards documented.

With the core narrative defined, we needed to ensure it would stay consistent as Scalekit grew. New team members, product updates, and market expansions could dilute the positioning if team members didn't have the standards documented.

We took everything we'd built so far to create an experience that prospects could see, understand, and act on.

Using StoryBrand 7-Part Framework, we rewrote the homepage and about page copy where we divided the section into: Hero (client), Problem (data complexity), Guide (Revisual), Plan (design), Result (understanding).

Then, we used Flip HQ’s 3C Model to evaluate every copy line and message pillar against these three criteria:

1. Clarity
2. Consistency
3. Credibility

So, we created nomenclature rules and messaging guidelines to keep the positioning consistent across all
touchpoints.

So, we created nomenclature rules and messaging guidelines to keep the positioning consistent across all touchpoints.

Only messages that passed all three criteria made it into the final deliverables.

When it came to designing the experience:

Homepage: Structured to lead with Revisual's core promise.

About Page: Humanized Gurman's story that converted her journalism roots into a
credible founding narrative.

Homepage Structure

⭐️

Connect to Content

Add layers or components to make infinite auto-playing slideshows.

Messaging variations for website hero-section, leading with different premise in each one.

Nomenclature Rules

Company/Market

References

Technical/Architectural

Authentication

Product

SaaS companies

Use

B2B-first architecture

Authentication

SaaS app

B2B companies

Identity management

B2B platform

B2B companies

Avoid

Company/Market

References

Technical/Architectural

Authentication

Product

SaaS companies

Use

B2B-first architecture

Authentication

SaaS app

B2B companies

Identity management

B2B platform

B2B companies

Avoid

Nomenclature rules used for establishing consistency, clarity across campaigns, assets, and data.

We wrote the homepage copy and created low-fidelity wireframes that brought our strategy to life. Each
word and design choice supported the narrative.

We wrote the homepage copy and created low-fidelity wireframes that brought our strategy to life. Each word and design choice supported the narrative.

Our copy approach We tested multiple hero section variations before landing on the final version. Each version explored a different angle as we needed to balance three priorities:

Immediate clarity (what is this?)
Differentiation (why Scalekit?)
Time to value (how fast?)

Homepage Hero Variations

⭐️

Connect to Content

Add layers or components to make infinite auto-playing slideshows.

⭐️

Connect to Content

Add layers or components to make infinite auto-playing slideshows.

Messaging variations for website hero-section, leading with different premise in each one.

Homepage Hero Variations

⭐️

Connect to Content

Add layers or components to make infinite auto-playing slideshows.

⭐️

Connect to Content

Add layers or components to make infinite auto-playing slideshows.

Messaging variations for website hero-section, leading with different premise in each one.

While creating the home page design, we structured it to guide technical buyers through a clear path. It
moved from the core value proposition to product capabilities, then to differentiation, and finally to proof.

While creating the home page design, we structured it to guide technical buyers through a clear path. It moved from the core value proposition to product capabilities, then to differentiation, and finally to proof.

We delivered four core assets: positioning strategy, messaging architecture, homepage copy with wireframes, and sales enablement deck, all unified by the same narrative.

In the end, we delivered the complete asset set. Homepage copy, wireframes, and positioning deck. All focused on the same story with consistent narrative flow and terminology.

The Impact

From Generic to Category-Defining

Clarity
We converted the positioning from Generic to Differentiated
Scalekit moved from "another auth provider" to "purpose-built enterprise auth for B2B SaaS" with clear organization-first differentiation

Efficiency
We built a scalable foundation in 5 Weeks
Four core assets delivered in 5 weeks created scalable foundation for all future marketing and sales

Alignment
We created one story across
every touchpoint

Unified story across website, content, and

documentation improved product understanding

Alignment
We created one story across
every touchpoint

Unified story across website, content, and

documentation improved product understanding

Enablement
We helped reduce external

dependency
Messaging guidelines enabled independent
content creation and reduced dependency
on external resources

Enablement
We helped reduce external

dependency
Messaging guidelines enabled independent content creation and reduced dependency on external resources

Category Ownership
We We helped Revisual own the category
Revisual moved from "design agency doing data visualization" to owning a new category: "India's first information design agency." This shift gave them a clear position no competitor could claim.

Audience Connection
We built a narrative that spoke to key audiences
We created messaging for multiple buyer personas, each tailored to their specific needs. But every message connected back to one unified brand story.

Unified Brand Presence
We created consistency in messaging

Using archetype-based tone system, we unified every form of communication. This framework became the foundation for every touchpoint like the website, sales deck, proposals, conversations.