Daphne
Repositioning for Scalable Growth & Strategic Partnerships.
Strategic Rebrand & Positioning for Scale
Daphne is a digital investment data standardisation and visualisation platform purpose-built for alternative asset managers. By streamlining investor outreach, communication, and data collection, Daphne helps firms raise capital more efficiently and at scale.
Daphne approached SmallGiants in 2024 ahead of the announcement of a major strategic partnership with Bloomberg. The brief: create a sharper brand and positioning to clearly communicate the platform’s value to decision-makers, differentiate it from indirect competitors, and lay the groundwork for the next stage of growth. The outcome was a complete strategic refresh, from messaging and visual identity to website design, build, and go-to-market support.
Outcomes
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CTR 15x
above the industry benchmark for display ads, and a 600% uplift from prior campaigns
3 Months
to halve the cost of CPC through automatisation.
3x lower CPC
Of search ads, compared the industry benchmarks
CTR 4x higher
than prior campaigns. Optimised over a period of 9 months.
73%
the advantage our best-performing campaigns achieved over the industry benchmark.
CTR 15x
Above the industry benchmark and a 600% uplift from prior campaigns
Lowest cost
per conversion and converted, opportunity, per channel.
Our approach
360º Comprehensive Audit
The team conducted a thorough review to identify challenges and prioritize improvement areas, which informed the recommendations to transform the current state.
Analyse
Design
Implement
Test & Refine
Our approach
This unique challenge emerged from Florence's intricate customer platform implementation. SmallGiants skillfully interrogated the system to create a roadmap for seamlessly connecting internal teams, data, and customers on a unified platform, allowing Florence to focus on scaling their business.
Discovery & Assessment
Requirements Analysis
Technical Evaluation
Recommendation Development
Our approach
SmallGiants' seasoned CRM specialists successfully implemented CPQ software and introduced a 'Recurring Revenue Tracker' enhancing capabilities for renewals, upsells, and amendments.
Discovery Phase
Architecture & optimisation
Implementation & testing
Dashboards & reporting
Test, go live & aftercare
Our approach
SmallGiants' seasoned CRM specialists successfully implemented CPQ software and introduced a 'Recurring Revenue Tracker' enhancing capabilities for renewals, upsells, and amendments.
Analyse
Design
Implement
Test & launch
Our approach
Discovery
Research design
In-depth interviews & real-time observations
Data analyses & UX design recommendations
Detailed requirements definition
Website Rebuild on Webflow
New marketing website designed and built in Webflow, structured to highlight core value proposition and use cases, differentiate the platform from competitors, and support the sales process. Clean UX, sharp copy, and a modular design system allow the Daphne team to scale content and updates with ease.
Positioning for Fundraising at Scale
SmallGiants partnered with Daphne to craft a clear, audience-focused value proposition emphasizing faster, more effective, and scalable capital raising. Centered on the promise that "Daphne makes fundraising scalable," the messaging was translated into a new tagline, website copy, and narrative structure designed to build trust, minimize friction, and communicate value quickly.
Sleek & Minimalist Visual Identity
Daphne’s new brand identity transforms spirographics into nature-inspired designs, expressing the connection between simplicity and exponential growth. It reflects the company’s tech-enabled, forward-thinking approach while preserving the professionalism and trust expected in private capital raising. The sleek and minimalist visual system ensures consistency and clarity across channels.
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Growth Strategy & HubSpot Automation
To support brand visibility and lead generation, a high-level growth strategy was crafted, focused on outbound readiness, content positioning, and digital advertising. We also helped Daphne implement and configure their CRM, including the setup of HubSpot for marketing automation and lead nurturing: ensuring their brand promise is carried through from first touchpoint to closed deal.
01.
Research
Research prior ad campaign performance, market trends, audience mapping and competition.
02.
Develop
Develop ad campaign messaging and creatives.
03.
Iterate
Crafting and testing the right audiences, segmenting specific approaches, messaging and campaigns based on the market and personas.
04.
Explore
Exploring novel-to-brand ad formats, including document ads and message ads.
Paid Media Management
Our paid ad experts collaborate with Delinian brands to constantly optimise advertising efficiency and explore new avenues of growth matching the pace of shifting business objectives. Monthly reporting, analises and strategy realignment enables constant advances.
Creatve & Branding
Creative advertising concepts developed for the Insider Group brands to elevate the value proposition and present the contemporary look and feel of the recent rebrand and modernisation.
Consistency is key for any brand: our designers transformed the social media presence of all 5 brands to reflect continuity and attract followers with visually dependability.
See how far we've come
Discovery
Our team conducted a comprehensive discovery phase to assess RCGP’s market position, challenges, and existing technology stack.
This phase laid the groundwork for a transformation roadmap to ensure every enhancement aligned with user needs and organisational goals.
Research & user journey mapping
We interviewed over 40 GPs across career stages, uncovering insights into their Continuing Professional Development (CPD) habits, engagement with different learning formats and learning portfolios.
The findings informed the prioritisation of features and functionalities such as:
Research & user journey mapping
Simplified navigation and intuitive taxonomy.
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Personalisation
Custom user journeys tailored to career stages and learning preferences.
Clearer signposting
Aligning with members’ mental models to improve engagement.
Strategy & Recommendations
Aligning with members’ mental models to improve engagement.Leveraging these insights, we delivered:
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Target architecture overview for cohesive integration across RCGP’s digital platforms.
Requirements definition document, detailing UX enhancements, pain-point solutions, and implementation priorities.
UX and design recommendations deck, including a sitemap, layout mockups, and functionality improvements for different user segments.
Results & Outlook
Our collaboration lays the foundation for an
e-learning platform that reflects RCGP’s brand value while meeting the evolving demands of its members
By combining robust architecture strategies and
in-depth user research, RCGP is poised to launch
a platform that elevates the e-learning experience, drives engagement, and increases subscriptions.
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