Gupshup
Refreshing Gupshup’s narrative for an AI-led communications market
Overview
The global conversational engagement platform
Gupshup offers a suite of conversational solutions powered by messaging infrastructure and automation, enabling businesses to build, deploy, and scale messaging experiences across channels. Originally known for a strong foundation in CPaaS, the company serves enterprises across sectors, including banking, e-commerce, and fintech.
Challenge
Bringing AI capabilities into the spotlight
As Gupshup expanded its AI capabilities and services, its website no longer fully reflected the direction and focus of the company. While the platform had evolved, the messaging remained rooted in legacy CPaaS framing, creating a disconnect between product reality and market perception.
Our task was to refresh the website narrative, bridging the disconnect and positioning Gupshup as an innovative market leader in the conversational engagement space.
Approach
Building a clear, AI-first website story
Our website refresh journey was guided by research and in-depth conversations with key stakeholders, including C-Suite team members, for a holistic view of Gupshup’s strategic vision and product capabilities.
- Website & Narrative Audit: We identified gaps in the existing website, messaging structure and narrative flow, aligning those to customer conversations and surfacing critical inconsistencies in need of change.
- Solution-Centric, AI-Focused Messaging: We reorganised key messages across webpages, emphasising real business cases and customer types instead of platform capabilities. This helped to transform the website into a more intuitive journey centred on outcomes rather than technical specifications.
- Visual Refresh: We updated the website’s visual direction to better reflect a modern, enterprise-ready brand. The updated visuals were designed to be more refined, cohesive and focused on bringing out the customer experience.
Results
A sharper brand narrative for effective customer conversations
The refreshed website narrative and visuals provided Gupshup with a clearer, more future-aligned brand presence that better reflected its evolution beyond traditional CPaaS positioning.
- AI-led and solution-centric messaging tailored to different customer segments
- Modern and professional visual identity aligned with a tech-forward brand
- Internal teams equipped with a sharper, more cohesive story for sales conversations
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