Hindsite is a project that brings to life the mythological idea of traveling back in time. As we travel around, there are so many buildings and landmarks that have a vast history that many may not know about. While other traveling apps allow viewers to see landmarks, none use a unique AR experience to bring back to life what a landmark was like in its prime. Hindsite offers an easy to use AR interface through your phone that incorporates original images and history to make you feel as though you are visiting in the time this landmark was created. 

Art Direction:

Anthony DeLuca


The briefing of this project was to create a brand identity for an app that considered different aspects of “Time”. My initial concept was to create an app using an AR experience that used the idea of time travel to look at historic buildings. This would make it possible to see what these buildings may have looked like in their prime and learn a little more about them.

Traveling and learning about historic places is something I enjoy, so I was intrigued by the idea of knowing what a building looked like when it was first built and how it has changed or been updated as time went by. As I conducted my research, I discovered that many buildings have been changed dramatically as a way to keep up with changes in society but many still look exactly like they did when they were first built even though the landscape around them has changed dramatically. This soon became the idea that I was going to focus on and I was inspired by an article that I found about a group of people who loved re-photographies, which are before and after photographs of a certain place, because of the fascinating story they tell. https://www.boredpanda.com/then-and-now-pictures-changing-world-rephotos/?utm_source=google&utm_medium=organic&utm_campaign=organic

I decided to pick City Hall as my historic building to look at more closely. It was important to me to create an easy to use yet interesting app that both travelers and non-travelers would want to use to help them get more out of an experience.

This eventually leads me to create an AR app that used a historic, earthy color scheme along with old photographs to bring history to life. I choose a rounded sans-serif typeface that was inspired by the beams that are used to create the structure of a building and gave the app more of a playful feel when it came to learning about history.  The playful nature of this app brought everything a traveler might need to have the best experience possible.

Style tile for Hindsite’s website and animated logo

Different forms of my logo to be shown on different sized applications

Idea sketches for the Hindsite animated logo