Timelaps

Summary

Timelaps helps marketers follow how a brand is perceived over time. We built its name, positioning, identity and first product screens around living brand intelligence. Motion connected the idea of change over time with a visual system designed for both marketing and the dashboard.

Industry — SaaS, Marketing Intelligence and Brand Tracking
Services — Brand Strategy, Product Naming, Visual Identity, Dashboard UI, Splash Page Design and Build
Tools — Figma, Framer, Midjourney
Inflection point — Post-PMF, pre-category leadership

The Client

The founders brought experience in brand research and a clear product thesis: make brand tracking useful as an ongoing tool. They came to us with the dashboard in development and the name, identity and launch page still to be defined.

The Problem

The brand needed to communicate the rigor of research while making the product feel approachable to the marketers using it. That balance had to hold in the first website visit and in the information-heavy dashboard.

We worked across positioning and interface design together. This let us test the brand on actual product screens while the launch story was taking shape.

The Decision

Living brand intelligence gave the project a clear organizing idea. The name and visual identity could express movement, while the product language explained what marketers would be able to track. It gave the team a direction they could apply across the brand and the product.

The idea also set a practical constraint: motion had to support the information. We carried it from the wordmark into the dashboard and launch page while keeping the product content clear.

The System

We developed the verbal and visual identity alongside the first dashboard screens and Framer launch page. The guidelines and handoff kit documented the decisions so the team could continue applying them:

• Brand strategy and positioning

• Product naming and narrative framework

• Verbal identity and voice rules

• Full visual identity system

• Brand guidelines for external use

• Dashboard UI foundation

• Splash page design and Framer build

• Handoff kit with Figma libraries, brand assets, and implementation notes

What we delivered

Timelaps received the identity, product UI foundation, Figma libraries, brand assets and a built launch page, with implementation notes for the team. The relationship continued beyond the initial handoff.

A direction the team can use

The same idea now connects the name, the way the brand moves and the first product experience. For Timelaps, that makes the identity useful wherever the team needs to explain or demonstrate the product.

Credits — Strategy, Design, Build: Daniel G. Bright, BrightStudios®