Designers hate being ruled by the clock, but have to admit that more often than not it’s something that actually becomes useful in tracking projects.
Reinvention is becoming an inevitable part of organisations competing in the digital product world but it takes some guts to totally rip-up the past and start again from scratch. For The People have done just that together with project management software Streamtime, making the product once again fresh and relative to the industry it serves.
When Streamtime launched some 14 years ago, it was the leader in making the tracking process a simple part of studio life, but with feature creep trying to satisfy requests for bespoke functionality the product was due a much needed overhaul.
By stripping back and focusing on a clear vision of ‘to be better’, For The People have revitalised an ageing brand to become a human side to a laborious process. By talking directly to their users in a very human tone of voice together with playing with the idea of time flying Streamtime now has a strong brand platform to launch them forward.
A newly developed character guides the user through the on-boarding experience, introduces them to new features, and celebrates with them when they achieve certain milestones. He’s even the star of his own video game, ‘A Run Through the Timestream!’, that appears as an easter egg on the website.
The interface and all communications have also been completely revitalised. The new identity builds on that new foundation of the product, the to-do list. And because the product is the main point of contact for the brand, every aspect of the identity lives across the product and all communications to create a seamless experience. The logo gives a subtle nod to the idea of time. The tone of voice of Streamtime challenges the notion that work and life are separate, proving that humanity and humour improve your office-hours experience too – delivering a frank, wry and disarming perspective infused with pop-culture references (past and present).
All these elements come together to communicate and celebrate the new Streamtime’s behaviour-focused approach to project management – making workflow and time management simpler, intuitive, and more engaging.
