Wednesday, October 22, 2025
Introducing Cogs & Roses: Where engineering and artistry meet.
We outgrew our old name. Data Flow described what we built. Cogs & Roses describes how we build it and the kind of partner we choose to be.
Why the rebrand
Three patterns kept showing up in our client work and in our own reflections.
Clarity about who we are. “Data Flow” was descriptive, but it blended into a sea of look‑alike names. We wanted a brand that reveals our mindset at a glance. Cogs for the precision and reliability of engineering. Roses for the craft, empathy, and design that make solutions usable and loved.
A broader practice. We started in analytics and data visualization. Today, our work spans Data Architecture and Modeling, AI Automation, and Web Application and Software Development, alongside modern BI. Clients hire us to design the foundation, automate the flow, and deliver the product experience. The new name signals that full stack.
Independence from a single persona or platform. Under Data Flow, our reputation was closely tied to Jared Flores and his Tableau community leadership. We are proud of that chapter. It gave us a strong start. We also made a deliberate choice to build a firm identity that stands on the breadth of our team and remains tool‑agnostic. The shift is not only about marketing. It reflects how we want to serve clients with flexibility and values that are bigger than any one vendor ecosystem.
What “engineering + artistry” looks like in practice
Architecture first, then aesthetics. We start by shaping your data model and integration patterns so the system is stable, observable, and cost‑sane. Only then do we move into interfaces and automation that people actually enjoy using.
Prototypes that breathe. Early in an engagement you will see working software, not slideware. We test with real users and real data. Feedback guides the next iteration.
Documentation people will read. Every build ships with concise runbooks and diagrams that your team can maintain. Plain language over jargon.
Change as a feature. We design for the pace of modern data and AI. Pipelines evolve, models drift, org charts change. Your system should welcome that reality, not fight it.
Boutique on purpose
We are not trying to be the biggest agency in the room. We compete with large firms yet we choose a different posture.
Fewer clients, deeper partnerships. You work directly with senior engineers and architects. No layers of handoffs.
Teams that fit the problem. We assemble a small A‑team for each engagement. Everyone knows the business goal, not just their ticket.
Speed without drama. Lean governance. Clear scopes. Weekly outcomes you can touch.
Tool‑agnostic delivery. We recommend the stack that fits your constraints and skills. Cloud, open source, or enterprise. Your roadmap comes first.
What stays the same
Personal relationships. We keep our roster intentionally focused so we can give each client time and attention. You will always know who to call, and that person will know your system and your story.
Curiosity and rigor. We stay current with the technologies that matter. We experiment so you do not have to, then bring mature patterns to your environment.
Ownership of results. Success is not a handoff. We stick around to harden, measure, and improve.
What is new
A wider canvas. In addition to analytics, we now design your data platform, automate your workflows with AI, and build the applications that put insight into motion.
A brand that matches our craft. Cogs & Roses is memorable because the work should be memorable. Useful systems can also be elegant.
How we work together
Discover. Short interviews, a system review, and a problem statement in your words.
Design. Target architecture, data model, and a clear plan for the first win.
Build. A working slice within weeks that proves value and sets standards.
Enable. Documentation, training, and a runway for your team to own it.
Evolve. Roadmap for the next improvements as your needs change.
A note on our name
Cogs are the interlocking parts you rarely see but always trust. Roses remind us that craft and care matter just as much as uptime and throughput. The best systems do both. They hum in the background and feel right in the hand.
We are grateful for every client who trusted us as Data Flow. As Cogs & Roses, we are doubling down on the qualities that brought us here: personal partnerships, precise engineering, and thoughtful design. If you are an enterprise or a startup that wants a partner who fits to your needs, not the other way around, let’s build something durable and beautiful together.
A publication by Cogs & Roses