Nominated for Awwwards SOTD
Nominated for Awwwards SOTD
How the Tobiko rebrand primed a niche data startup for rapid growth & acquisition
Their products were loved by the data engineering community, but Tobiko struggled to gain broader visibility. We sharpened their brand, made their marketing click, and accelerated their path to a successful exit.
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About
Tobiko
Tobiko was founded by brothers Tyson and Toby Mao together with Iaroslav Zeigerman, each bringing data and product leadership experience from FAANG and other top Silicon Valley unicorns. Started in late 2022 to bring modern developer practices to building data infrastructure, Tobiko was acquired in less than three years by Fivetran, a leading data company valued at over $5.6 billion.
The Need
The Tobiko team developed three products: SQLMesh, SQLGlot, and Tobiko Cloud (its enterprise solution). While each was recognizable on its own, Tobiko's target customers rarely understood how they fit together. The three products lived on separate, clunky domains. This fragmented the Tobiko brand, and every update required developer help. It was time to unify the products under one clear, cohesive brand.
Brand Strategy
During the strategy workshops, one thing became clear: most data teams were open to alternatives, but switching felt risky and confusing. Our goal was to bridge that gap by making the upside unmistakable, and reassuring engineers of Tobiko’s stability and long-term value.
Identity System
Applications
We consolidated Tobiko’s visual story into a single Brand Styleguide: a compact, easy-to-use document defining the Tobiko identity alongside its SQLMesh and SQLGlot sub-brands. The result was a clear, unified framework that made it easy for everyone to see how the products connect and the value each one brings to customers.
Brand
Styleguide
The Website
The website became the centerpiece of Tobiko’s brand, and a home for all products and communications. Built in Webflow, it not only highlighted impact through interactive, data-driven visuals but also made updates effortless for the team. Carol, Tobiko's Head of Marketing, noted that "Previously, any minor update cost 30 minutes of time from both me and a developer. Now, it's lightning fast, code-less, and easy. To top it off, Galvanite worked with such speed and independence that it felt like I just woke up one day to a fully rebuilt Webflow site that functions exactly the way I want."
The Impact
The new website gave Tobiko a real foundation for data-driven marketing, with fast landing pages, reliable tracking, and full HubSpot attribution that wasn’t possible before. Building on that foundation, the team leveraged their renewed identity and positioning to accelerate growth, strengthen community presence, and attract industry recognition. This momentum culminated in their acquisition by Fivetran, the global leader in automated data movement.
Galvanite is a delight to partner with
Many agencies I’ve worked with in the past required hand-holding and extensive feedback, but not Galvanite. They had a clear vision and were proactive from day one, going above and beyond to build a cohesive brand for our highly technical product. Their responsiveness meant I could trust that Tobiko’s website was always in great hands.
Head of Marketing, Tobiko Data
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How the Tobiko rebrand primed a niche data startup for rapid growth & acquisition
Their products were loved by the data engineering community, but Tobiko struggled to gain broader visibility. We sharpened their brand, made their marketing click, and accelerated their path to a successful exit.
How the Tobiko rebrand primed a niche data startup for rapid growth & acquisition
Their products were loved by the data engineering community, but Tobiko struggled to gain broader visibility. We sharpened their brand, made their marketing click, and accelerated their path to a successful exit.
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