Client
Eppo
Role
Midweight Designer
Services
Brand Strategy
Brand Identity System
TOV & Messaging
Motion Design
Website Design
UX Strategy
Brand Assets & Guidelines
About Project
Eppo is an A/B testing platform that enables anyone in an organization to leverage data and improve business metrics by maintaining control over project speed, costs and headcount. It approached Moving Brands to help them differentiate their offering and position them for growth by tapping into their roots in data science, appealing to all roles, and establishing the brand as the go-to experimentation partner.
A lasting foundation to separate from the category
Our approach started with uncovering what makes Eppo unique: its statistical rigor, trust in its science and people, and ability to create a culture where employees feel comfortable bringing new ideas to the table. We then focused on the customer and found what united them—their ability to transform their organizations. Together, these findings helped us define Eppo as Transformational Leaders—those who have an experimental mindset, eager to challenge the status quo and jettison standard ways of working.
A design system with endless iterations
Moving Brands approached Eppo’s identity design by leaning into the experimental mindset. They challenged us to “lean into the weird” and go beyond what any of us had made before. As a result we created a:
logo made from modular shapes that shift and rearrange, becoming more intricate as they scale up;
color palette made from atypical colors and unusual pairings;
data visualizations that are unapologetically un-technical; and
graphic patterns made of blocks and linear forms that can be continuously experimented with to create a wealth of dynamic and inspiring expressions.
A bold new website
Through a series of dynamic workshops with Eppo team members and interviews with customers, we uncovered invaluable insights about the website’s role, specific use cases, and pivotal moments to amplify the new brand. Instead of just being a source of information and technical knowledge, the primary opportunity was to set the Eppo website apart by showcasing its product advantages for key audiences, and its distinctive influence on businesses via unique moments.
