Brand Identity for Another Set of Eyes

Make better
decisions.

Brand Project Overview

How do businesses unlock the knowledge that exists in the heads of their expert teams? To reduce errors and train future experts?

Another Set of Eyes (previously Anet360) is a proprietary software company launched in 2020 in the United Kingdom. It specialises in AR/VR and eye-tracking-based solutions designed to enhance decision-making, training, and performance across transport and logistics, manufacturing and sport.

With such versatile technology, the potential use cases are vast. But that versatility came with a challenge: how do you create a simple, compelling proposition that works across such a wide range of industries and use cases?

What began as a simple comms refresh quickly evolved into a full rebrand - turning a complex opportunity into a clear, bold identity and message that reflects their purpose: helping people make better decisions by seeing things from another set of eyes.

Key Business Challenges

Introducing an innovative technology into a traditional market

Narrowing a value proposition that is understood by differing audiences

Brand Process

Unpacking the opportunities.

Workshop with the senior team
Understanding audiences and customer personas
Experiencing and using the product ourselves
Scouting the competitive landscape
Defining purpose, principles and personality
Articulating the value proposition

Brand Strategy

Never miss a thing.

Brand purpose:

We exist to build a safer future for everyone through better decision making.

Brand proposition:

Another Set of Eyes is plug-and-play technology that allows businesses to make better decisions by reducing uncertainty.

Brand principles:

Put Humans First.
Be Brave Enough to be Different.
Stay Rigorous Through the Detail.
If You Don't Need it, Dump it.

Brand personality:

Grounded.
Intelligent.
Bold.
Inspirational.

Another set of eyes make better decisions illustration

Brand Identity

A new identity and name revision.

Visual identity and voice.
Brand guidelines
Concepts for brand activation
Brand story animation

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.

What really stood out for me was how they work. As a perfectionist, it was brilliant to collaborate with a team that holds such high standards - they don’t cut corners. They dig deep, ask the right questions, and genuinely want to understand who you are and what makes you different. My brief was simple: be bold, be human, be an inspiration - and they absolutely nailed it. They came back with a brilliant concept, a tagline (“Make better decisions”), and a slogan (“Never miss a thing”) that’s a little cheeky, a little quirky, and full of character - just like we are.

There are lots of reasons to recommend The Engine Room, but for me, it comes down to three things: their professionalism, their creativity, and the genuine care they put into everything they do.

Ferenc Boroczky