Time for clarity

TimeMoto

Strategy
Visual identity
Website design
Digital design
Photography
3D
Packaging

Time is an interesting concept. It’s something we introduced ourselves, but we struggle with it. And no matter how hard we try, we can’t control it. So, we try to manage time, stop time, save time - we even try to borrow time. Time forms the basis of the rebranding of TimeMoto: one of the world’s fastest growing players in time management solutions. Together with TimeMoto we created its new positioning, strategy and visual identity, brought to life from website and app to packaging of its time clocks. With clarity at its core.

Time for clarity

When TimeMoto asked us to look at its brand it was clear that it was a very product-focused company. Creating time and attendance management products that work flawlessly with hardware so well-designed, you’d want to have it in your work space. But the brand didn’t do justice to all the effort that was put into the products. Together we set out to change this. Creating a brand and positioning that balances on calmness, warmth and technical perfection. All built around the concept of time. A daily struggle with time is not unfamiliar for most. Sometimes we feel hours are fleeting, other times minutes just crawl by. We just can not seem to fully grasp it. What we can get though, is a clear perspective on it. This is the core of TimeMoto’s new brand positioning: Time for clarity. Which is brought to life in every aspect of the brand. Clutter and complexity make way for structure and transparency. Leaving space for kindness and warmth. Creating a sense of clarity and calmness throughout the brand.

Less, but even better

The hardware design of TimeMoto uses the ‘less, but better’ philosophy of Dieter Rams. For the visual identity we wanted to emphasize and even improve this. Creating an identity that’s not just calm and clear, but warm and human as well.
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‍Visual language & typography
‍The TimeMoto brand uses Helvetica Now by Monotype as a basis with large contrasts between type sizes for power and hierarchy, and calmness through whitespace. With colors that feel natural, fresh and warm. To add dynamism we created brand patterns that symbolize the continuous, perpetual nature of time. The patterns are based on hour marks of analog clocks. The primary shapes consist of two concentric rings with either 12 or 24 marks each. The secondary patterns consist of a single ring with 24 marks. The lines of the patterns are applied throughout the layout system. Used digitally, in packaging, campaigns, in the hardware interface and in the smallest details of the custom icon system.x

‍Photography & 3D
All of this is enhanced by custom photography and 3D production. Emphasizing the same calmness and warmth of the visual language. For the photography we asked Dutch photographer Lonneke van der Palen to shoot scenes that make the products feel more human, using her signature clean, calm and almost dreamy style to create something unique for TimeMoto. The new logo is used as a 3D stage for TimeMoto’s hardware. Bringing the product renders to a next level. Adding extra depth and dimension to the brand.
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A brand that comes to life

In the end everything comes together in a brand that positions TimeMoto as the most design- and product-focused company in the field. The brand elevates the company and its products by establishing an emotional connection with its customers, instead of a merely functional one. Creating a strong sense of brand preference in a seemingly neutral field.

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