Eppo

Eppo, an innovative experimentation platform, sought to broaden its appeal beyond its data science roots as it prepared for a Series B funding round. The company needed to connect with a wider range of roles within organizations and establish itself as the go-to partner for experimentation while maintaining its core identity.

Leading a team at Moving Brands, I defined their brand positioning, and visual and verbal identity and developed its website to capture this unwavering spirit of experimentation.

We started by centering our strategy around Eppo’s unique value proposition and audience. We identified Eppo’s target audience as Transformational Leaders — those who challenge the status quo and push for innovation. This focus on fostering an experimentation mindset within organizations guided our creative approach. We developed a brand positioning emphasizing Eppo’s role in empowering users across all levels to make confident, data-driven decisions.

To bring this vision to life, we created a bold new design system and website. Every design choice reflected an experimental ethos: the modular logo evolves and becomes more complex as it scales; unconventional color combinations are embraced; data visualizations are designed to be technical and engaging; and graphic patterns are dynamic, allowing for continuous experimentation.

The rebranding successfully positioned Eppo as a leading experimentation partner and contributed to the company’s successful completion of a $28 million Series B funding round. The new brand identity has helped Eppo flourish, establishing it as a vibrant and innovative player in the market.

Client: Eppo

Role: Moving Brands, Brand Strategy Director, US

Project: Brand Positioning, Visual Identity, Voice and Tone, Messaging, Website