Introducing our new brand identity & vision

Our path to turning reality data into jobsite intelligence

When we started OpenSpace, our mission was to simplify how the world gets built through reality capture. Over the years, we’ve scaled that mission to more than 80,000 projects across the globe, capturing over 50 billion square feet of the built environment. 

While OpenSpace became the industry’s leading solution for capturing jobsite reality, we heard a clear message from customers: capturing is just the start. You need insight. You need clarity. You need faster decisions. That’s why we’re evolving into a Visual Intelligence Platform—transforming raw imagery into the intelligence that keeps projects moving.

Why refresh now?

As we evolved, our visual identity wasn’t keeping up to fully reflect who we’d become and where we were going. What once served us well in marketing communication started to feel stale and not innovative. In the product, we were relying on a typeface that no longer was supported by the foundry who created it and a user experience that prioritized 360° reality capture above anything else. We needed a unified brand strategy and identity that would help us communicate this evolution and rally the team around a new vision, and around the practical application of artificial intelligence in construction.

Goals

As we embarked on this project, we identified clear goals to serve as our guide:

• Establish OpenSpace as the leader in a new category—Visual Intelligence.
• Define a brand strategy that serves as a foundation for the verbal and visual brand expression.
• Develop a cohesive brand language that would work well in marketing as well as within the product.
• Reflect both the technical precision of our platform and the human collaboration it fuels.

We’ve been rolling out our new brand identity over the past few weeks, and we wanted to share how we got to where we are today.

Unified brand strategy as the foundation

We partnered with design studio Awful Good to augment our team—to help us shape and define our brand strategy from the beginning. Having an outside perspective helped bring structure to the process and kept our team accountable for making decisions on time; something that could have been easy to deprioritize in a dynamic startup environment (there’s always something else we could be doing!).

Awful Good helped the team rally around a brand strategy that defined the OpenSpace purpose, mission, vision, values, differentiators, and our personality traits. This strategy served as a jumping off point for the verbal and visual expression we explored in later rounds of creative.

Laying this foundation enabled us to take a step back, understand how people perceive OpenSpace today, and put to paper who we are going forward.

 

 

Verbal identity—translating strategy to a singular voice

We used the brand strategy to define a singular voice centered around clarity and reality. Recognizing our brand needs to flex between environments in order to connect with our audience at their level, our brand voice nimbly adapts between crews on the ground (more casual) and executives in the C-suite (more professional). Our tone and style brings boldness and drive that’s always delivered with an upbeat, magnetic energy.

Visual identity—expressing the brand through visuals

The words we use are one part of our identity. The other part is the brand’s visual expression. The place where logo, color, typography, illustration, and photography come together to bring the brand to life.

The team went through rounds of creative that started with moodboards, allowing us to quickly see the different paths we could take with our brand strategy.

Once we narrowed on a visual direction that started to feel right, we started exploring how it would feel in practical applications in marketing and product.

Logo

Our updated logo refines the original form with cleaner geometry, improved balance, and better legibility at small sizes. In addition, the decision to go from all caps to Pascal case (upper camel case) solved a need around how to properly type out the name OpenSpace.

Typography

We chose a modern, humanist sans-serif with strong legibility and warmth. It supports technical content without feeling cold or overly rigid.

Color palette

Our palette introduces vibrant blues, brighter accents, and warmer neutrals—grounded in trust, but flexible and expressive enough for storytelling and data visualization.

Illustrations & graphics

The graphics evolved our markup vernacular to have more grit and look realistic. Patterns and textures inspired by the construction industry bring some authenticity and depth to applications.

Photography

Photography is important to how we tell our story and authentically connect with our customers’ daily experience leveraging technology in the field.

Guidelines built in Standards.site

Rather than documenting the decisions we made in a static PDF, we used this refresh as an opportunity to digitize our brand guidelines using the tool Standards. The benefit of this approach reduced the overhead of having to update, reexport, and share a PDF whenever we needed to make changes, expand, and evolve the identity—ain’t no one got time for that!

Rolling out the new look

Here are highlights of our brand rollout so far.

 

Team & collaborators

This refresh was a truly collaborative effort involving a cross-functional tiger team in collaboration with the team at Awful Good. Thank you to everyone at OpenSpace who contributed ideas, feedback, and craftsmanship throughout the process.

We’re incredibly excited to share this new chapter with you—check out our company video that boldly showcases our new identity! We’re even more excited for what comes next. 

OpenSpace
Creative Lead: Ronald Viernes
Design: Lisa Bambach
VP of Marketing: Jennifer Toton
Director of Marketing: Claudia Thijs
Senior Manager, Product Marketing: Kat Greenbaum
Senior Copywriter: Liz Irwin

Awful Good
Founder: Katie Lee
Founder: Bobby Biskupiak
Brand Strategy: Euan Fraser
Brand Copywriter & Strategist: Garret Mireles
Motion Design: Alex Trimpe