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Deus Group, a leader in AI-powered regulatory compliance solutions, engaged KIJO for a new website and rebrand to reflect its advancing service offering. Specialising in transforming how organisations navigate merger control and competition law, Deus Group leverages AI to streamline data collection, consolidation, and analysis, thereby enhancing efficiency, ensuring compliance, and reducing costs.
With a new focus on marketing its proof of concept, Deus Group required a website that not only communicated its complex AI-driven solutions in a simple and engaging manner but also established a strong and memorable brand identity. The website needed to clearly define the company’s value proposition, target different user personas — private equity managers, lawyers, and data analysts — and demonstrate how its solutions directly addressed their specific pain points. The ultimate objective was to create a digital platform that attracted early adopters and positioned Deus Group as an industry leader in AI-powered regulatory compliance.
Their initial branding lacked memorability and adaptability, making it challenging to establish a strong market presence. Additionally, the complexity of Deus Group’s AI-driven tools needed to be conveyed in a way that was easily understandable. The website required optimally structured content that efficiently guided users through its offerings, leading to engagement.
So, KIJO set to work to launch a new brand and accompanying website that was clearly structured, compelling and tailored to these specific user personas.
Average session time
Brand concepts delivered
User journey maps created
Deus Group’s brand identity was completely reimagined through an in-depth exploration of visual styles with the client. This was followed by the creation of four distinct branding concepts.
Each concept incorporated logomarks, typography, and colour schemes designed to be future-proof and scalable. Deus Group’s intention as a business was to grow and scale hence the need for the design to stand the test of time and grow with them. One logo concept combined a search icon with a data sheet, whilst another featured data bars and the letter “D” (for Deus). Another idea used initials shaped like arrow-like forms, and the final concept merged an AI symbol with the letter “D.” The final design was selected because it was seen as the most future-proof, aligning with the company’s plans to release new AI products and being the most relevant to their business and had the most adaptability for AI-driven sub-brands.
To maintain consistency, comprehensive brand guidelines were developed by the team, covering logo usage, typography, and iconography which the client can take forward as the business evolves and scales.
To create a solid user experience and website functionality, KIJO developed a new sitemap optimised for a SaaS businesses. Using the ‘5 W’s’ technique, the homepage was strategically structured to clearly articulate Deus Group’s value proposition by answering: Who? What? When? Where? Why?
The website was further refined with problem-solution-driven landing pages, which effectively communicated the benefits of the AI-powered solutions. Additionally, use cases were integrated throughout the website to enhance relatability for different personas, ensuring visitors could easily identify how the product applied to their specific needs.
Once the sitemap was finalised, the KIJO team developed a content plan that mirrored its structure, ensuring every section of the website had a clear purpose and effectively conveyed key messages. The initial homepage copy was collaboratively drafted and reviewed with the client. Since the product was both new and niche, we required the client’s expertise to provide deeper insights into its functionality. This allowed us to blend their technical knowledge with our copywriter’s skill in crafting clear, engaging messaging — optimised for both users and search engines. Together, we ensured the content was both accurate and easy to understand.
To refine user personas and optimise the customer journey, we took part in a collaborative workshop with the team at Deus Group – which included an intensive demo of their product – and leveraged powerful AI tools. These were used to map user experiences across six key touchpoints, including onboarding, data collection, troubleshooting, compliance, feedback, and retention.
The three personas were private equity/asset managers, lawyers, and data analysts. At each stage, we analysed the users’ goals and needs, identified their challenges and pain points, and explored opportunities and features that could alleviate those pain points and help achieve their goals. This process provided a detailed understanding of user needs, challenges, and opportunities, allowing our team to tailor the website’s content and structure accordingly.
Our analysis revealed that private equity and asset managers might struggle with the technical jargon encountered during onboarding. To address this, we came up with several solutions: a 24/7 AI-powered chatbot to answer direct questions, regularly updated support articles tackling common and emerging client concerns, and video walkthroughs designed specifically for finance professionals to simplify the product.
These refined user personas ensured that messaging was targeted and relevant, significantly improving engagement and conversion potential.
By implementing these strategic solutions, KIJO successfully delivered a brand and website that positioned Deus Group for long-term success. The minimalistic, AI-centric brand identity ensured strong recognition and scalability. Meanwhile, the structured content strategy and refined UX approach made the website more accessible and user-friendly. The result was a digital platform that clearly articulated the value of Deus Group’s AI-powered solutions, making it easier for potential clients to connect with the brand.
For this project, KIJO delivered 11 brand concepts, ensuring a comprehensive exploration of branding possibilities. Then, the new website’s impact was evident in the average session duration of 1 minute and 26 seconds, indicating strong user engagement. And additionally, 3 detailed user journey maps were conducted, significantly improving the understanding of user needs and informing the website’s structured content and navigation.
This project provided valuable insights, particularly in utilising AI for UX research. The integration of AI-powered persona mapping proved to be a game-changer in refining user experiences and optimising content strategy.
Amongst the most celebrated elements of the project were the illustration style used in the homepage banner, the sophisticated branding and colour palette, and the innovative use of AI-driven UX research. Through a combination of strategic branding, UX-driven design, and AI integration, KIJO successfully transformed Deus Group’s digital presence, equipping the company with a powerful tool to market its AI solutions effectively.
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