IN COLLABORATION WITH THE ENGINE ROOM
IN COLLABORATION WITH THE ENGINE ROOM
Another Set of Eyes
A proprietary software company launched in 2020 specialising in AR/VR and eye-tracking-based solutions designed to enhance decision-making, training, and performance across transport and logistics, manufacturing and sport.
The Challange Introducing innovative technology into more traditional markets meant finding a way to make something complex feel simple, relevant and compelling. Building on The Engine Room’s strategic groundwork, we explored the idea of seeing things differently, using the concept of another set of eyes to shape a more engaging brand proposition. What began as a communications refresh quickly evolved into a full rebrand, giving the business a clearer proposition, a more distinctive voice and an identity that reflects its purpose: helping people make better decisions through a different perspective.
The Brief To translate the strategic proposition into a distinctive brand identity that brings Another Set of Eyes to life. The aim was to bridge the gap between human insight and intelligent technology, creating a brand that makes the offering more accessible, communicates its value with clarity and stands apart in a competitive and evolving market.
The Brief To collaborate with the talented team at The Engine Room, taking their established brand strategy and translating it into an identity that would bring MBM’s future ambitions to life and set them apart in the market.
The Approach Bringing the concept of "another set of eyes" to life, we grounded the rebrand in a collaborative process that simplifies complexity and builds connection.
We distilled our research into a focused narrative centred on human perspective, crafted a confident and distinctive voice to cut through noisy markets, and placed people at the heart of the visual identity to reinforce the idea of multiple perspectives. Finally, we paired authentic, people-focused imagery with bold colour palettes and playful illustrations to create a brand that feels approachable, dynamic and memorable across all touchpoints.
The result A clearer proposition, distinct voice, and visual identity that unite human insight with intelligent technology to help people make better decisions.
Close-up photography of different people’s eyes became a key part of the visual language, allowing the brand to represent a wide range of perspectives without relying on sector-specific imagery. Rather than trying to show every industry the technology could influence, the focus stays on the people at the centre of it – bringing the idea of Another Set of Eyes to life in a simple, memorable way.
The core black and white palette takes inspiration from the simplicity of plain viewing, while the additional primary colours introduce a sense of clarity, energy and distinction. Paired with playful illustrations and eye-catching applications, the identity brings personality to a brand that puts human instinct and intelligent technology at the heart of better decision-making.
“Huge thanks to the whole team at The Engine Room for helping us bring our new brand identity to life. It’s no easy task, especially when you're an early-stage company navigating both the highs and the challenges.
My brief was simple: be bold, be human, be an inspiration - and they absolutely nailed it. They came back with a brilliant concept…”
Ferenc Boroczky
Founder and CEO
