Description:

In Malaysia, accessing the internet can be confusing and a little overwhelming. Many customers have had to put up with poor internet services — and even poorer customer service. Insights revealed that what they really wanted was for their internet to simply work… as well as value, speed and great customer service to go with it.

That's why Time exists.

Entering the market over 20 years ago, Time is Malaysia’s #1 challenger Internet provider. Until recently, Time’s uniqueness was in its purpose-built infrastructure: one that delivered groundbreaking, industry-leading speed and reliability. However, recent government legislation has forced Time to share this infrastructure with its competitors, nullifying their point of difference.

To stay ahead, Time sought to strengthen the brand to better engage customers — and stretch its reputation from being a great telco for SMEs and Enterprise, to being an Internet Service Provider for all Malaysians. The new identity had to stay true to their playful personality and help establish Time as Malaysia’s most helpful brand.

To do this, we set out to show that good Internet service is essential to our lives. We use it to work, buy fashion, learn skills, play games, manage money, meet friends, keep up with trends and more. This is expressed through a voice-led, typographic system that integrates illustrations embedded with local customs and humour.

Typography played an essential role in the new identity. We created ‘Sans of Time’, a custom-designed typeface that integrates three expressive alternate character weights: LIVE, WORK and PLAY. The typeface has been designed to integrate illustrated letters or complete illustrations (in collaboration with local illustrators) that can be easily interchanged within headline words or letters. This approach references meme culture where messaging and imagery are inextricably linked, allowing Time to playfully engage with its customers.