When software company Eppo approached Moving Brands, the team quickly recognized the need for an identity and website that would set them apart in the data market. Jordan Heber, strategy director at Moving Brands, explained that Eppo is an experimentation platform founded by a data scientist in a field dominated by engineering-founded competitors. This A/B testing platform allows companies to compare two versions of a web page or app to determine which performs better, providing valuable insights for business growth.
Moving Brands aimed to create a visual identity for Eppo that celebrates transformation, creativity, and the brand’s dynamic nature while allowing for future expansion. Their multidisciplinary team in London and the US collaborated to develop a modular visual system that enables endless iterations and expressions. Joel Smith, design director at Moving Brands, emphasized the importance of embracing the “weird” to help Eppo differentiate itself and highlight its experimental spirit rooted in data science.
The reimagined brand identity includes bold and unusual color pairings that evoke the discomfort of embracing a culture of experimentation. The new Eppo logo is modular and constantly evolving, reflecting the company’s commitment to innovation and growth. Joel explained that as the logo scales up, it becomes more experimental, mirroring the trajectory of successful tech companies. This experimental approach is carried through print and digital materials, creating a dynamic user experience that aligns with Eppo’s innovative spirit.