Etiq AI's New Brand: Bringing Our Data Science Copilot to Life

Why Change?

If you've been following Etiq AI since its early days, you might have noticed something different about us recently. Our logo, colors, and website have all undergone a transformation. But this isn't just about a fresh coat of paint. It's about aligning who we are today with how we present ourselves to the world.

When we created our original branding in 2021, the world looked pretty different and so did Etiq. Since then, we've evolved significantly. Our data science copilot is now more than just testing, it's more sophisticated. Our understanding of what data scientists truly need has deepened, and our vision for how we can help has become clearer.

The truth is, like the ML models and pipelines we help you debug, we needed an update to remain accurate and relevant. Our new brand isn't just an aesthetic change; it's a reflection of our core values and the promises we make to our users and customers.

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Finding Our Voice: Working with Commplicated

In October 2024, we partnered with Hailey Eustace from Commplicated to help us articulate who we are and what we stand for. Hailey facilitated a strategic branding workshop with our team, digging deep into what makes Etiq unique and what values drive our work.

The workshop was eye-opening and a huge amount of fun. We talked about our origins; and how Etiq was built by data scientists for data scientists. We discussed the challenges our users face: the pressure to deliver accurate models quickly, the complexity of debugging across the ML pipeline, and the frustration of tools that demand too much attention.

"Throughout the workshop, we kept going back to Etiq's essence and vision: they were a group of data scientists on a mission to make AI and data science easier, not harder.  This made us ask a lot of questions about what others do to make it harder, noisier, and more complicated, and how by contrast Etiq wanted to fit their solution to the user, rather than force users to learn their way of working, and remove effort and stress.

We finally came up with the feeling of calmness, quietness like the feeling of sunshine on a clear day. It's very different in the AI category and we wanted to do something totally unique."

Hailey Eustace - Commplicated

What emerged from these sessions was a clear brand essence centered around empathy. We understand what you're going through because we've been there ourselves. We know the mental juggling act of simultaneously thinking about what your code is doing, what your data is doing, and how the two interact. And we know that this becomes increasingly difficult as projects grow in complexity.

Our values became crystal clear:

• Empathetic - We understand the challenges data scientists face
• Only what is necessary - No extra features, no fluff, no distractions
• Real, direct, and clear - Honest communication without jargon or overpromises

These values directly informed our new tagline: "With you every step of the way, without getting in the way." This encapsulates our promises to our users: we're there when you need us, invisible when you don't.

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Turning Words into Visuals: Working with Heavy™

With our brand strategy and messaging in place, we needed to transform these words into a visual identity. In February 2025, we partnered with Phong Thanh Phan at Heavy™ to bring our brand to life visually.

Phong, supported by the Commplicated team, conducted a rebrand workshop with our team, building upon the foundational work we'd done with Hailey. We shared our brand strategy, our vision for how the brand should feel, and examples of visual styles that resonated with us.

"In the design, we wanted to express a sense of clarity and ease of mind, something deeply rooted in the brand strategy. Etiq had already taken the first steps by translating this into visuals: open skies and a horizon line over calm, snow-covered peaks. This idea of elevation and perspective reflected the brand’s promise of making complex debugging feel light and easy. That became our anchor."

"We designed the logo to reflect Etiq’s lineage-based debugging process. Starting from complexity and gradually reducing friction. The result is a symbol that suggests iteration and clarity, mirroring the product’s flow.From there, we built a flexible design system. The color palette leans bright yet airy, striking a balance between energy and calm. The generous use of whitespace creates a sense of spaciousness and focus. Typography was chosen for its legibility and calm authority. Like the product, the visual identity is supportive and non-intrusive. It’s there when you need it, and it quietly steps back when you don’t."

Phong Thanh Phan - Heavy™️

The visual identity that emerged from this collaboration perfectly captures the essence of our brand. It's calming and clear, with ample white space that gives you room to breathe - just like our product gives you space to work without constant interruptions. The design avoids unnecessary elements, focusing only on what matters, mirroring our product philosophy of providing what you need without excess.

Our new website, launched in April 2025, embodies these principles. It's clean, straightforward, and designed to give you the information you need without bombarding you with marketing speak or flashy animations that get in the way.

A New Brand for a Unique Product

Our rebranding process has reinforced what makes Etiq different from other tools in the ML space. While many products demand that you learn their way of working, Etiq learns how you work. We don't interrupt your flow with too much information or complex processes - we observe, we analyze, and we assist only when needed.

This approach stems from our three key pillars:

• Effortless debugging of your whole ML pipeline - We give you full visibility into your entire ML pipeline, being able to see the interplay of your data and code like never before. With our RCA agents, we help you diagnose issues quickly, reducing debugging time from weeks to minutes.
• Real-time testing as you code - Our data science copilot sits directly in your development environment, observing as you code, analyzing what you're writing, the data you're using, and the models you're developing. We recommend and run tests natively for instant results, ensuring your code is robust from the start.
• The tool that learns how you work, rather than the other way around - We know you already have enough new tools to understand and notifications to dismiss. Etiq learns how you work and responds to the tools you're already using. And we don't interfere when you don't need us. No new systems or code to learn. Your work is the star, Etiq helps it shine through.

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A Brand That Mirrors Our Product

Our new brand isn't just about how we look, it's about who we are. Just as our product mirrors your workflow, our brand mirrors our product philosophy: empathetic but not intrusive, clear without being overwhelming, helpful without being pushy.

We're excited about this new chapter for Etiq AI. The refreshed brand and website bring to life the ethos of our data science copilot, a tool that's with you every step of the way, without getting in the way.

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