Data-driven experimentation platform Eppo sought the help of Moving Brands to set itself apart in a market dominated by engineering-founded competitors. Jordan Heber, strategy director at Moving Brands, explained that Eppo is an experimentation platform founded by a data scientist. The company’s 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 its dynamic nature and the brand’s commitment to innovation and growth. 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. 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.
