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. Rather than just talk about the Internet, we set out to create an identity that celebrates and amplifies Malaysian culture to show how Malaysians really use the Internet.

This is expressed through a voice-led, typographic system that integrates illustrations embedded with local customs and humour. We teamed up with local artists to create a suite of illustrations that could be used as substitute letters within our type system — intertwining everyday Malaysian life into the Time brand. And built into the new wordmark is a 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 centre) — a winking acknowledgement of how valuable time is to customers, and how Time knows never to waste.