Re-imagining a pioneering mixed reality analytics company

Strategy  |  Naming  |  Identity  | Website Design

The Challenge

The days of tracking just button clicks and page views are over. With the growth of the AR and VR industry, the companies that develop games and training need a way to track what their users look at, where they spend time in the experience, and how they interact with their surroundings. Observer Analytics partners with these companies to provide data analysis in three dimensions to better understand engagement and fuel growth.

Our Approach

With such a new industry, Observer Analytics is one of the first to tackle tracking and data analysis within AR and VR experiences. With this comes a lack of knowledge, trust, and concerns over longevity of any new tool that developers would be integrating into their software stack.

We wanted to create an identity that felt unique, but familiar. With their main audience being game development companies and training programs for large corporations, we wanted an approachable brand that illustrated how easy it was to get started and start tracking.

Brand Experience

Geometric structure, smooth animations, and light-hearted illustrations were used to create the identity system that brings a bit of lightness to an otherwise dry and convoluted industry.

Finally, we have a brand that we are proud of. After raising our seed round we wanted to formalize our design systems. The team at AfterHours was able to simplify our messaging and create a design language that can scale with us as we grow. They were quick to learn our product, and provided unique insights into positioning our brand in the ever changing landscape of AR and VR.

Lucas Toohey, Observer Analytics


  • Brand Strategy
  • Naming
  • Visual Identity
  • Website Design & Dev.


  • Casey Skylar - Illustrations

Hero Hangouts