Time Doctor is a SaaS platform used by thousands of companies worldwide to track productivity and manage distributed teams. As the business matured from startup roots into an enterprise-ready solution, its brand identity lagged behind: the visuals skewed dated and consumer-like, while messaging lacked authority for C-suite buyers.
A refresh was needed to better position the company in the competitive SaaS landscape which was when I was brought on to lead a team for this campaign that resulted in my consultancy of over 2 years.
My Role
As Creative Lead/Director, I orchestrated a holistic brand transformation—spanning visual identity, messaging tone, and creative systems, tailored for SaaS marketing, sales, and product execution. With a small but effective team comprising a senior designer, a front-end engineer, and a motion graphics designer, we developed a scalable identity system suited to a SaaS product that lives across marketing, sales enablement, and in-product experiences.
I also redefined the copywriting style to speak credibly to enterprise decision-makers — setting the vision, guiding execution, and aligning stakeholders across global teams.
Challenges Identified
- The brand blended into the crowded SaaS market, lacking unique visual personality.
- Inconsistent and dated design elements undermined credibility across touchpoints.
- Messaging and visual style weren’t aligned, especially in their enterprise messaging.
Strategic Process
- Conducted a full brand audit and competitive analysis (e.g., Hubstaff, Insightful, Clockify) to identify visual gaps and differentiation opportunities.
- Led sketches and visual concept explorations on logo variations, font systems, and refined color palettes to define brand tone and modularity.
- Directed concept application to validate consistency and impact by testing new identity across key materials: website hero sections, social assets, and sales decks.
Copy & Messaging Direction
In SaaS, clarity and authority in communication are as critical as design. I introduced a sharper, enterprise-ready tone of voice and established messaging tone that balanced productivity outcomes with empathy for distributed workforces. I partnered with the content team to roll these through website copy, ad campaigns, and product narratives — ensuring consistency across the entire customer journey.
The Refresh
Visually, I established a modernized system: refined color palette, enterprise-grade typography, and modular templates that could flex across web, campaigns, sales decks, and product UI. The guidelines were designed for speed and scalability, enabling SaaS marketing teams to create assets quickly while preserving consistency. Together with the new messaging framework, the refresh positioned Time Doctor as a credible, future-ready SaaS partner.
Impact
The refresh elevated Time Doctor’s market perception from startup utility to enterprise solution. It strengthened brand consistency across global channels, streamlined campaign execution, and gave product and marketing teams a unified toolkit. Ultimately, it created a brand system tailored to the realities of a fast-moving SaaS company competing in the global tech space. It improved global brand consistency, reduced execution time for campaigns, and gave internal teams a stronger foundation for scaling creative.