Cota Capital [2025]
DeepSee came to KBD with powerful AI automation technology but struggled to articulate their differentiation in a crowded fintech market.
The Challenge
Building a Category-Defining Brand for Financial Services AI
While traditional automation tools claimed to serve financial services, none were purpose-built for banking’s unique complexities. Through comprehensive brand strategy and stakeholder interviews across their target segments, we helped DeepSee define a new category: Knowledge Process Automation for banking. We crafted messaging that positioned them not as another AI tool, but as financial services DNA engineered for banking workflows. The complete rebrand included sophisticated visual identity, custom website, and investor materials that clearly communicated their specialized approach to institutional buyers.
The Result
Results: Market Leadership Through Strategic Differentiation
Establishing category authority in competitive fintech landscape
DeepSee’s new brand foundation enabled them to secure high-profile partnerships, including joining Microsoft’s Pegasus Program and winning ICBA ThinkTECH Accelerator’s Most Valuable Participant award. The clear positioning helped enterprise prospects immediately understand their unique value proposition, leading to pilot programs with Tier 1 financial institutions. Their messaging framework continues to drive business development conversations and attract top-tier talent to support their rapid growth.
Our Role
- Strategic positioning and messaging
- Complete visual identity and logo design
- Custom website design and development
- Investor pitch deck optimization
- Brand guidelines and system implementation
TL;DR
Positioned a promising fintech startup as a category-defining financial services AI platform through comprehensive brand strategy, positioning, and visual identity.
Client’s words
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Person McPerson
Marketing Partner at COMPANY
