Branding & art direction for a new way of thinking about working time.
WinT began with a simple idea: time tracking should not feel like surveillance. It should feel fluid, human and intelligent.
The project was to build a visual identity for a time-tracking and HR management platform that could move away from the sector’s traditional corporate aesthetic. We wanted to create a technology brand that felt approachable and memorable: a tool designed for people as well as businesses.
Concept
Clocking in should not feel like being monitored. It should feel like being IN: part of the team, the working day and the process.
The identity centres on a universal symbol: the switch.
Switch on, activate, begin. Step in, clock in, be present.
We transformed this everyday gesture into the visual core of the brand, integrating it directly into the logo. The “i” in WinT becomes more than a letter: an action, an active state.
IN.
From this idea, we developed a visual and verbal territory around IN: IN TIME, IN CONTROL, IN SYNC, IN PROGRESS.
The switch is the central element of the identity. A simple action represents activation, entry, a beginning and presence. In WinT, the “i” becomes a state as well as a letter.
The result is a simple visual system with meaning, where each interaction represents a state: being in or out, starting or ending a working day, working or taking a break.
Everything revolves around presence and activation, connecting the act of clocking in with a more intuitive, human experience.
Visual direction
The palette combines deep blue and electric pink to balance two worlds:
- trust and technological solidity,
- energy and human warmth.
Blue brings stability and credibility to a B2B environment. Pink adds personality and differentiation in a sector dominated by grey, corporate interfaces.
The bold geometric typography reinforces the feel of a contemporary digital product, while the iconography and UI components extend the visual language across the experience.
More than a logo
WinT was designed as a living system. The switch becomes:
- a brand symbol,
- an action button,
- an interface element,
- a status indicator,
- an animation,
- an app icon.
A flexible identity designed to work across the product, mobile devices, dashboards and digital communication.
Result
A contemporary, recognisable and functional SaaS brand that turns a routine task into a more intuitive, human experience.
Even something as everyday as clocking in can feel thoughtfully designed.
