Diffly x Gemeos

Branding

The brief was clear: keep the name Diffly, retain a place for blue without being trapped by it, move away from the dated gradients, and make the human element at the heart of the product visible. Rather than a complete logo redesign, Gemeos evolved the identity through the surrounding system.

The result is a warmer, more readable brand that maintains its tech roots while no longer looking like an interchangeable SaaS.

Art Direction

The brief was summed up in one sentence: "not too cold, not too data-heavy, but rigorous and premium." The art direction had to deliver on it. Diffly wanted to keep the blue without being defined by it, move away from corporate gradients, and highlight what makes them different: humans talking to humans to uncover the truth. The cited references (Batch, Gong, Mercateam) all pointed in the same direction: a bold identity, a rich palette, and warmth.

Three concepts, three interpretations of the same product

Rather than a single proposal, Gemeos built three complete visual territories, each with its own palette, typography, and a fully mocked-up homepage.

The chosen direction

Diffly chose the Signal concept as its foundation, enhanced by the most impactful elements of the other two: highlighting keywords in headings, handwritten annotations punctuating sections, and human-focused photography accented with geometric patterns. The result: a structural midnight blue, a signal yellow that draws the eye to what matters, photos of real people at work, and a legible typeface that lets the message shine.

UX / UI Design

The audit of the existing site highlighted three main issues. The value proposition was too abstract: it focused on win-loss analysis before defining the problem. The product wasn't understood quickly enough: was it a SaaS, an interview service, or a research firm? It was actually all three, but nothing communicated that. Finally, the navigation was "feature-driven," modeled after a standard SaaS, even though Diffly sells a strategic shift for Revenue teams. The web design had to bring these business challenges to the forefront before showing the software screens.

A problem-oriented architecture

Gemeos rebuilt the site structure with the Diffly team, starting with the hook rather than the features: "90% of the reasons for loss in your CRM are inaccurate." The site is now organized by product, use case, and persona, with dedicated pages for every combination.

UI kit and page design

A complete UI kit was designed before the pages: colors, typography, components (cards, tabs, pricing tables, testimonials, FAQs, CTA banners), states, and responsive variations. All templates were then designed for desktop and mobile in Figma, first in English (the site's default language) and then adapted into French. Every key section includes a product visual to ensure visitors are never left with an abstract promise.

Product Design

Diffly had no product design system or web-ready visuals. However, the brief was clear: communicate at a glance that Diffly is a single source of truth for multiple data streams and that its AI can answer any question about your deals. Gemeos therefore created a library of product visuals for the site, based on actual platform screens and a list of features provided by Diffly.

Each visual was redesigned to match the site's style (cards, shadows, palette, typography) rather than simply captured as-is, ensuring the product looks as polished as the messaging. The visuals are available in both English and French, with several animated versions created for the hero sections.

Webflow integration

A bilingual site, a three-tier architecture (product, use case, persona), a resource hub, and a blog to migrate: Diffly’s Webflow integration was a complex project, carried out in parallel with the final design stages to meet the early July launch deadline.

Collaborative QA

Diffly challenged the integration closely: over 140 pieces of feedback were submitted before launch, each addressed one by one. This high standard paid off: the site went live with content validated word-for-word in both languages, and the Diffly team is now fully autonomous in managing their pages, resources, case studies, and translations.

Technical SEO

The redesign changed everything: the domain was kept, but the URLs, site structure, and default language were completely rethought. The SEO challenge was twofold: to retain all existing search rankings while laying the groundwork to capture industry-specific queries (win-loss analysis, voice of customer, churn analysis, buyer feedback) in both French and English.

Designed for search engines and LLMs

The solution and persona pages were written using clear, verbatim language, structured as Q&As and concise definitions, the exact format ChatGPT, Perplexity, and Google’s AI Overviews pull from when citing sources. Combined with structured data and a readable architecture, this approach positions Diffly to be cited as a reference for win-loss analysis in Europe, rather than just ranked.