Twelve years later, Cluster gets a new look

Cluster has a new visual identity, a new website, and a new domain: bycluster.com. This is the first rebrand since our founding in 2014, and the reason is less aesthetic than it might seem: what we do today no longer fits into the brand we designed back then.

 

In 2014, Cluster entered the BI market to fix a specific gap in the value chain. Traditional consultancies did solid ETL and modeling, but what reached the decision-makers on the front end rarely did justice to all that behind-the-scenes work. Our job was the output—taking UX, UI, and data visualization seriously in a space that still treated them as optional.

Check out the logo changes: 

Two things have changed since then.

 

First is AI, which has become part of our internal routine as well as the projects we deliver—like our custom agents that interact with BI tools. We’ve matured technically alongside market models, and we view this demand not as a plug-and-play solution, but as a project that requires a human layer to actually work, including context adjustments, assumptions, and other refinements.

Second, UX for data analytics is no longer synonymous with screens. We now design solutions where information arrives via text, voice, an agent’s response, or a portal that needs to work with a screen reader for someone who will never look at a chart. This changes the craft: hierarchy without color, comparison without axes, reading order without a visual layout. It is design work all the same, and harder than a dashboard.

What hasn’t changed is in our manifesto and in our website’s domain name. Every client comes with their own vocabulary and rules that only make sense in their context, so every project starts from scratch—no templates, no assembly lines.

Read our full manifesto, or if you prefer, check out some of our work in the gallery.

Text by Thiago Pessato