About The Company
Revisual Labs is an information design agency that focuses on turning complex data into compelling visual stories.
Based in India with clients across Asia, Europe, and beyond, they bring together data experts, developers, designers, and storytellers under one roof. Together, they create reports, dashboards, interactive microsites, visual essays, and installations that are intuitive, beautiful, and easy to act upon.
Scalekit is designed from the ground up for multi-tenant SaaS environments. It offers features such as SSO (Single Sign-On) and SCIM (System for Cross-domain Identity Management) as ready-to-deploy SDKs and
APIs.
The product is positioned to address the specific needs of fast-growing SaaS startups, especially those
targeting enterprise clients.
Standing Out in a Competitive Space
Revisual Labs is doing remarkable work in the field of information design. But when it came to winning the right clients, something wasn't connecting. They had:
Competitor Matrix
Scalekit provides enterprise-grade features built specifically for B2B SaaS brands.
Without clarity, Revisual Labs risked becoming a best-kept secret.
Unclear differentiation against
competitors
Inconsistent messaging
across multiple touchpoints
Overly technical language
that made business value unclear
Key Objective
Our core objective was to build category-defining positioning so that Revisual labs can show:
What makes them different from design studios, data analytics firms, and consulting agencies.
How “data storytelling” is a valuable service for their target audience
This would give them a cohesive narrative they could use everywhere—from website to sales deck to proposals.
Specific responsibilities:
1. Diagnose the root positioning problem
2. Build a strategic foundation
3. Develop a unified narrative
4. Create scalable assets
Success criteria:
Our Approach
We started by getting to know the mindset of people behind the data: journalists, researchers, and designers.
It became clear that the issue wasn’t what they did, but how they explained it.
So we built a systematic approach to close that gap. It started with understanding the market, then building the strategy to own it.
So, we ran the engagement around one principle: get the strategy right before executing tactics.
We divided the work into six phases, with each step laying the groundwork for the next
Project Timeline
1. Discovery & Market Understanding
We used the Five Factors of Growth framework to identify the brand’s key growth challenge and where communication could add value.
Then, we conducted brainstorming sessions with founder Gurman Bhatia and the team to understand the emotional DNA behind their mission. We also reviewed their past work, and studied the global information design industry through competitive benchmarking.
The key insight
We identified that the key weakness was in the Messaging layer: Revisual had a strong Product (data storytelling) and Market (impact-driven orgs), but lacked a scalable narrative model.
So, we found a clear picture of the positioning gap and it gave us the opportunity to own information design as a category in India.
But the real story came from 10+ sales transcripts and customer interactions. Scalekit’s website and collateral were not clearly communicating the product’s value proposition to its primary audience. There was recurring confusion among prospects who saw Scalekit as “just another auth provider”.
To get more insights, we went one step deeper into research as we:
Analyzed competitor narratives
across Auth0, Clerk, and related tools
Synthesized customer insights
to identify what worked for Scalekit and what didn't
Reviewed existing materials
to understand current messaging
2. Building a Structured Foundation
Before building any narrative, we needed to create a structured framework that would guide all future messaging decisions and ensure consistency across every customer touchpoint.
What we did
We turned the key insights into a Business Strategy Playbook, covering:
Brand Archetypes: The Sage (truth-seeker) and The Creator (transformer of complexity into clarity)
Buyer Personas: Data Scientists, Marketers, Communicators, Journalists, Researchers
Value Propositions: Turning complexity into comprehension
Tone of Voice: Rational yet warm, analytical yet human
Narrative Spine: “We turn data into understanding.”
Understanding the gap got us started. Now, we needed to know what would compel the prospects to switch
providers.
So, we applied the "jobs to be done" (JTBD) framework to sales calls and customer interviews. The JTBD
framework reveals why customers ‘hire’ products to complete a specific ‘job’. We used it to understand what
each persona truly needed.
JTBD Framework Insights
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:
3. Building the Brand Narrative
After establishing the business strategy, we created a comprehensive messaging playbook built around three core pillars:
Brand Messaging - Defined Revisual's archetypal identity and established their tone.
Persona-Based Messaging - Developed tailored value propositions for six distinct buyer personas.
Service Positioning - Reframed offerings and clearly defined specific services under each offering.
This messaging playbook provided the strategic foundation for crafting conversion-optimized homepage copy and wireframes.
The core narrative we developed
"Ship SSO and SCIM in days, not months. Organization-first architecture eliminates engineering overhead."
This narrative worked because it:
4. Bringing the Story to Life
We took everything we'd built to create experiences that prospects could see, understand, and act on.
Using StoryBrand 7-Part Framework and Flip HQ’s 3C Model, we came up with a conversion-optimized homepage and about page copy with multi-device wireframe, designed to guide different personas toward the right next step.
What we built:
Homepage: Structured to lead with Revisual's core promise, then layer in proof points, process overview, and credibility markers that build trust at every scroll.
Information Architecture: Designed for persona self-selection, so data scientists could immediately find processes and outcomes while NGO directors discovered storytelling capabilities.
About Page: Reframed founder Gurman's journalism background as Revisual's origin story, connecting her expertise directly to the value the company delivers today.
So, we created nomenclature rules and messaging guidelines to keep the positioning consistent across all
touchpoints.
5. Bringing Strategy To Life
We wrote the homepage copy and created low-fidelity wireframes that turned our positioning strategy into tangible assets. Every word choice reinforced the unified narrative.
Our copy approach
We didn't land on the final homepage in one attempt. We tested several hero section variations, each exploring different angles of the core narrative. Some led with the problem, others with the solution. Some emphasized technical differentiation, others business outcomes.
We structured the homepage to guide technical buyers through a logical progression from promise to proof.
Our wireframe priorities:
Information hierarchy that mirrored the buyer's mental model (Benefits → Proof → Features → differentiation)
Conversion paths for both technical evaluators and business buyers
Visual contrast between Scalekit's approach and consumer-retrofitted alternatives
In the end, we delivered the complete asset set. Homepage copy, wireframes, and sales deck. All focusing on the same story with consistent narrative flow and terminology.
We wrote the homepage copy and created low-fidelity wireframes that brought our strategy to life. Each
word and design choice supported the narrative.
Immediate clarity (what is this?)
Differentiation (why Scalekit?)
Time to value (how fast?)
Homepage Hero Variations
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.
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 engagement delivered results across four areas:
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
Alignment
We created one story across
every touchpoint
Unified story across website, content, and
documentation improved product understanding
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
"Before this engagement, we struggled to explain what we do in simple terms. Now our story is clear, aligned, and easy for anyone to understand."
