With a ‘barely legible logo,’ Moving Brands’ identity for Eppo is just as experimental as the company

“Eppo (Every Paid Person’s Opinion) is built on the idea that all organisations have a wealth of untapped potential – their own people,” Head of Design at Eppo, Hang Le, tells us, contextualising the experimental platform’s function. “Tapping into this potential requires tools to facilitate tests, technical knowledge to analyse data,” Le continues, “and most importantly, a culture that celebrates the experimentation mindset,” setting the scene for Eppo’s customer base – those who want a new way to work. Eppo is a platform that allows businesses to test ideas, experiment and make data-driven decisions to propel their work. Launching with an unprecedented, avant-garde approach to business meant Eppo needed a distinctive brand to match their experimental pursuits, leading them to the international creative agency, Moving Brands. “Through conversations with Eppo’s customers and team, we uncovered a sense of strength and agility that wasn’t being communicated through the current system,” Strategy Director Jordan Heber tells us, speaking to the beginning of their partnership with Eppo. “We wanted the brand to embody this while also feeling fresh and even a little weird,” he adds, positioning the brand under a single, salient strategic notion – experimentation. “This strategic position puts focus on fostering an experimentation mindset throughout each company that Eppo works with,” Design Director Joel Smith explains, serving as a flourishing basis for the visual design to blossom from. “We were excited by the ambition of delivering a brand system with endless iterations.” These embodiments of experimentation are apparent from the get-go, with interconnecting and intersecting modular forms interacting with one another, assisting in translating the two primary themes of the brand’s tone – athleticism and delight. “Today’s world is brutal, and companies need to constantly experiment (change themselves) to survive,” Le explains, detailing the flexible “change or die” attitude behind Eppo’s approach. “When companies do this well, they are ‘fit’ to stay in the game,” she adds. Alongside this, Eppo also demonstrates a ‘delight of perspectives,’ as Le notes, “in experimentation, when the balance of velocity and risk is achieved, we’re delighted by the results we see,” embodying the brand’s unwavering appetite for experimentation.