1. A computer-implemented method of identifying an object, comprising: receiving, from a computing device, an image captured by a camera of the computing device, the image including at least a portion of an object of interest; receiving orientation information indicating an orientation of the computing device at approximately the time the image was captured; determining a type of view corresponding to the orientation; determining one or more categories of objects corresponding to the type of view; selecting, from a set of reference images including one or more views of a plurality of objects, a subset of reference images corresponding to the type of view and the one or more categories of objects; comparing the captured image against the subset of reference images; determining a mismatch between the captured image and each reference image included in the subset of reference images; adding one or more reference images to expand the subset of reference images based at least in part on the mismatch, the one or more reference images added relating to one or more alternative types of view of the object; identifying a matching image based at least in part on the captured image corresponding to at least one reference image of the expanded subset of reference images; and providing information about an object in the matching image to the computing device.