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Rebranding Eppo
Representing our commitment to driving experimentation forwards
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We're excited to introduce Eppoʼs rebrand — a new look that highlights our commitment to transformative innovation, customer partnership, and inspiring the experimentation community.
Finding Eppoʼs new voice
Eppo was founded on the realization that every company has untapped entrepreneurial potential. Our first product was our world-class Experimentation analysis suite, which makes rigorous statistical inference accessible and automates away tedious manual analysis so that data scientists can focus on driving experimentation culture in their company.
Over the course of the last three years, Eppo has grown significantly - we now process over 5 billion daily assignments for customers, and our headcount has doubled in the last six months alone. With growth comes new ideas... and growing pains. We have expanded to new use cases and products: Feature Flagging for engineers and product teams running experiments, Contextual Bandits for personalization and lifecycle marketing integrations for marketing teams. Our language wasn't expansive enough to resonate with all our new personas.
We also know that our current customers are passionate, even fervent about our approach to rigor and customer-centricity, but it took effort to understand Eppoʼs differentiation in the market.
It was clear to us that we needed a new brand identity to encompass all of this growth and differentiation.
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.
Lastly, we wanted to reflect not just what our promise is but also how it is delivered. We know that just having a tool like Eppo wonʼt create cultural change. 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. We are close partners with our customers and community, providing guidance and enabling them to make confident decisions and rallying their organization around this new way of working.
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.
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.
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As we move forward, we are excited to continue delivering on our promise of culture transformation, innovation, and partnership under the refreshed Eppo brand.
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