Diverge: An English-first brand for an AI shopping assistant

Diverge, formerly Dialoge, helps e-commerce brands answer shopping questions and handle customer service. Its website was Danish-only, built on WordPress and Elementor, and opened on AI chat features, while the product's sales and service evidence was hard to find. With a new name on the way, buyers outside Denmark needed a clear way to understand what the product does and why it matters to them.

Industry: SaaS, AI shopping assistant for e-commerce Services: Brand strategy, messaging framework, visual identity, website design and Framer build Timeline: Jan to Apr 2026 Tools: Figma, Framer, Jitter

We moved the product's own evidence and customer deployments into the opening message and placed the technical explanation below it. E-commerce buyers can judge whether the product is relevant to them before reading how it works.

The move from Dialoge to Diverge tied the positioning work to a new identity and website. The same messaging and visual rules run through every launch surface.

Brand strategy organized around the product's sales and customer service value

Messaging framework: a ladder from hero line to paragraph to case studies

Visual identity: logo, typography system, color and iconography for the rebrand

Website: English-first, evidence-led and editorially structured, designed in Figma and built in Framer

The English-first site introduces Diverge to buyers beyond its original Danish-language market, with the product's role, its evidence and the technical explanation in one sequence they can follow.

Strategy, design and build: Daniel G. Bright, BrightStudios