Time Doctor — Natalie Tan

Refreshed brand identity in 2024

New website design system & components

Visual concept explorations — logo, type, colour

Brand audit & competitive analysis

What I did

Led company-wide brand refresh — repositioning from startup utility to enterprise solution
Conducted full brand audit and competitive analysis (Hubstaff, Insightful, Clockify)
Defined new visual identity, design system, and enterprise tone of voice
Drove UX direction for website architecture and key conversion flows
Produced enterprise pitch decks and sales collateral for C-suite and investor contexts
Directed Running Remote sub-brand guidelines
Managed distributed team — senior designer, front-end engineer, motion designer
Established scalable Figma workflows and asset repositories across global teams