Time

Brand Strategy
Visual Identity
Verbal Identity
Graphic System
Typography

Type Design

Illustration
Art Direction
Brand Applications
Animation & Motion
Brand Toolkit

Guidelines
Employee Engagement

Time is a Malaysian internet provider that delivers fast speeds, great service, and unrivalled stability. Time’s infrastructure set a new standard in Malaysia, however, new regulations have forced it to share it with the competition, meaning it can no longer distinguish itself on speed alone.

Time saw this as an opportunity to leverage its renowned service and cheeky personality in order to stand out and engage new customers. The result is an irreverent and expressive identity that champions and amplifies Malaysian culture to show how Malaysians really spend time on the Internet.

Built into the new wordmark is a subtle reference to a clock (with the crossbar of the T and the stem of the I forming the hands, with the dot of the I at the center) – a winking acknowledgement of how valuable time is to customers, and how Time knows never to waste.

We worked with typographer Mathieu Régeur to create Sans of Time – a custom-designed display typeface that integrates three expressive alternate character weights: LIVE, WORK and PLAY. The typeface has been designed to integrate illustrated letters or complete illustrations. This approach links in to meme culture where messaging and imagery are inextricably linked.

Collaborators

Designers
— Dash O'Brien-Georgeson
— Kimberly Luo
— Atsaya Gabiryalpillai
— Jospeh Dennis
— Emma Turney
Creative Director
— Alexis Waller
Design Director
— Mac Archibald
Writer
— Mat Groom
— Daniel St. Vincent
Strategists
— Matt Pearce
Head of Strategy
— Damian Borchok
Motion Design
— Atsaya Gabiryalpillai
— Mac Archibald
— Emma Turney
Illustrators
— Chern Loo
— Shu Yee
— Cloakwork
Typographers
— Mathieu Réguer
— Joseph Dennis
Brand Film Animation
— Never Sit Still
Sound Design
— Smith & Western
Account Director
— Mabel Tu
— Farah Smurthwaite
Time Head of Marketing
— Andrew Yeoh

Recognition

D&AD
— Wood Pencil 
— Shortlisted
Transform Awards
— 2x Gold
Best Awards
— Bronze
AGDA
— Distinction
— 4x Merit