Rebranding Eppo (2024)
context: Finding Eppoʼs new voice
Eppo was founded on the belief that every company has untapped entrepreneurial potential. What began as a world-class experimentation analysis suite—making rigorous statistics accessible and automating manual analysis—has quickly expanded into a broader platform.
In just three years, we’ve grown to processing over 5 billion daily assignments, doubled headcount in the past six months, and launched new products from Feature Flagging to Contextual Bandits and marketing integrations.
As our customer base and use cases have broadened, it became clear that our brand identity needed to evolve to reflect both our growth and the passion our customers feel for Eppo’s rigor and customer-centric approach.
Research: Built on customer beliefs
“Brand is a promise delivered." (What Great Brands Do, Denise Lee Yohn)
We treated this rebrand like any design project — our first question was “What data points should we consider?ˮ. Having led many rebrands in the past, I've seen the common trap of leaders latching onto a famous brand to copy (Apple, Nike, and Uber are the common choices), or projecting what they wish the company to be for them.
We were more interested in reflecting what our customers believed about us, rather than the other way around. We spoke to some of our most enthusiastic customers as well as respected peers and advisors in the experimentation space to understand why they chose (or appreciate) Eppo.
Here are some of the ways they described how they see Eppo in the space:
“Eppo is built for companies that take data seriously and want to have experimentation has a cultural element. Eppo is rigorous, genuine, and fun.ˮ
“If Eppo were a car, theyʼd be a colorfully painted vintage Mini. It has quiet confidence, the underlying tech is solid, itʼs lovingly maintained and perfectly designed.ˮ
What stood out to us was:
Our customers are transformational leaders who challenge the status quo, push boundaries, and innovate old ways of working.
Eppo delivers a new way of running a business: one where more ideas are executed, learning velocity is accelerated, and teams operate with agility and efficiency.
Our key advantage is the wealth of experimentation expertise at Eppo and the diversity of companies we built it from — and we personally bring this to our customers daily.
brand message:
Helping transformational leaders win
The new Eppo brand brings the spirit of athleticism to the challenge of transforming a business. It's about the aspiration to win — and in this new age of constant change, the experimenters will win. We're here to give them not just the tools and guidance, but the inspiration and confidence to succeed.
INSPIRATION & OUTCOMES:
Visually, we drew inspiration from classic explorations and games, most notably Conway's Game of Life and Fez. They both exude dynamism, a sense of precise engineering, and the constant creation of new perspectives via transformations.
Our new logo nods to that constantly evolving spirit of experimentation, and to the “precisely engineeredˮ nature of Eppo that our customers highlighted. The sense of motion and momentum bolster the promise of transformation for our customers, and our new messaging is clearer and more accessible, giving multiple entry points to new customers to explore our offerings.
To create a trustworthy, seamless experience from Brand to Product, we also lifted the product design system to carry a mature, modern, vibrant look.
RESULTS
The rebrand was a wild success. Prospects see us as a serious, but not boring company, building a quality offering. Current customers love that it gives the product sparkles and elevate their experience.
