Time

In 2008, Malaysia’s Time staged one of the greatest turnarounds in the country’s history – transforming from a struggling start-up to Malaysia’s challenger Internet Service Provider of choice.

They did this by stripping back to the essentials, delivering fast speeds, rock-solid stability, responsive service, and clear value-for-money – a feat achieved, in part, by massive investment in building their own infrastructure.

Recently, though, Malaysian regulations have changed in a way that will require companies like Time to share their infrastructure with other ISPs. In order to reinforce their position as Malaysia’s most hardworking and beloved ISP, and remind people that they’re more than their great infrastructure, Time needed to evolve their brand to better express how they uniquely understand what Malaysians need from their internet service – and how Time enables that, better than anyone else.

The Time brand had strong market recognition through colour and a distinct, quirky personality expressed through razor–sharp and irreverent communications and campaigns.

But to build strategic growth and establish a more sustainable brand platform, they needed a radically-redefined brand with the consistency to cut through in a market saturated with a “more-is-more” visual design, stock photography, and a layering of multiple offers and discounts. To do this, we brought an external perspective to the Malaysian market – but did this in close collaboration with the Time team and partner creatives on the ground in Kuala Lumpur, ensuring we weren’t losing any of the specificity and charm that makes Malaysian culture so rich.