Redefining Possibility in a New Spatial Era

Niantic Spatial launched as a category-defining brand, poised to lead the enterprise AR space. Its identity communicates a clear vision: bringing transformative spatial technology to businesses at scale.

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The Challenge

Bridging visionary tech and real-world enterprise value

Niantic’s core technology—a high-precision Visual Positioning System (VPS)—had extraordinary potential for business transformation. But the brand and messaging were built around developers and consumers, not enterprise leaders. The opportunity wasn’t just to rebrand—it was to reframe spatial computing as a strategic tool for operations, engagement, and insight across industries.

Enterprise audiences needed clarity, confidence, and proof—not hype. We had to translate technical capabilities into real outcomes, and create a brand that could scale with the ambition of the platform itself.

"To design a brand for Niantic’s spatial platform, it had to move at the speed of their technology. The system didn’t just need to look innovative—it had to flex between audiences, evolve over time, and feel like it belonged to a future that’s still being built. That balance of clarity and possibility is what really made the brand work."

Our Approach

Strategic design rooted in clarity, confidence, and scale

We worked closely with Niantic’s platform and product teams to craft a brand built for business audiences—one that could express innovation with credibility, show practical value, and evolve alongside the platform’s capabilities.

Innovation, clearly translated We reframed spatial computing as a tool for enterprise transformation—grounding breakthrough technology in real-world business outcomes like training, collaboration, visualization, and engagement.
Design rooted in place Our visual system was inspired by the elemental properties of the physical world—pigment, light, dimensionality—creating a grounded, immersive language that feels native to spatial computing.
Systems that scale We built a modular, adaptable brand architecture—designed to flex across industries, audiences, and moments in the platform’s growth. Architecture, not just aesthetics.

Creative Work

A brand designed to lead in the spatial era

We didn’t just build a brand—we applied a set of guiding principles to help Niantic connect vision to value, complexity to clarity, and breakthrough technology to real business outcomes. These principles shaped every part of the system, from messaging and identity to architecture and digital expression.

Enterprise positioning strategy

A voice and messaging strategy that balances visionary storytelling with real-world application. The result is messaging that inspires while directly addressing enterprise needs.

The messaging system inspires and informs, meeting enterprise audiences where they are while opening the door to what’s next.

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Design inspired by the world it inhabits

Spatial computing lives between the digital and the physical—so the brand had to reflect that duality. We looked to how light interacts with surfaces, how pigments layer and shift, how space is felt, not just seen. These references informed everything from gradient structures to motion behavior—resulting in a design system that feels native to place, not simply layered onto it.

Designing a brand with dimensionality and purpose

This wasn’t just a rebrand—it was a repositioning of spatial computing itself. Council helped Niantic translate breakthrough engineering into a clear business opportunity, building a brand designed to scale, flex, and resonate across enterprise audiences.

By grounding the brand in the elemental language of the physical world—pigment, light, material—we gave spatial computing a more human dimension. Something enterprises could see, feel, and trust.

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Framing the digital foundation

We designed the structure, strategy, and storytelling approach for a web experience that could introduce Niantic Spatial to enterprise audiences with clarity and conviction. The architecture mapped real business needs to platform capabilities, showcasing industry use cases, product benefits, and Niantic’s strategic edge in spatial computing.Our work laid the groundwork for a digital presence purpose-built to drive understanding, engagement, and growth—connecting vision to value.

The Results

A scalable brand built to lead a new category

Council delivered a robust, future-ready brand system for Niantic Spatial—built to evolve with the platform, empower internal teams, and position Niantic as the enterprise leader in spatial computing. From strategy and messaging to identity and digital architecture, the system was designed to support real growth across industries and use cases.

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