How a rebrand turned Timly into an enterprise-ready software brand

What was the goal of the Timly rebrand?

Timly Software AG is a Swiss software company with international reach. The company helps organisations manage physical assets, maintenance cycles and inventory processes in one digital system.

Timly worked with HIVER on a Brand Transformation, with a strong focus on rebranding and building a clearer visual foundation. The goal was to make the company look as professional and structured as the product already was.

As Timly continued to grow and speak to larger enterprise customers, the brand needed to feel more mature, more reliable and easier to trust from the first impression.

This was not just about creating a new logo. The bigger goal was to strengthen how Timly is perceived by decision makers who compare software providers carefully before they ever book a demo.

“The rebrand had to make Timly feel like a serious international software company, not just a useful tool.”

Why does branding matter for B2B software companies?

Enterprise customers do not only evaluate features. They also evaluate risk.

Before a sales conversation starts, they look at the website, the visual identity, the product communication and the overall quality of the brand. If the company looks inconsistent, unclear or too small, it can create doubt, even when the product itself is strong.

For Timly, the challenge was to create a brand identity that could support bigger conversations. The new brand had to communicate structure, clarity and control, because those are the same things Timly gives its customers through its software.

What was included in the Brand Transformation?

The core of the project was the rebranding: a new visual identity, a logo system, brand direction, design rules and visual assets that could guide future communication.

The website itself was then built internally by the Timly team, using HIVER’s style guides, design direction and prepared templates as the foundation. This made the transition practical: the brand did not stay as a presentation, but could be applied directly by the internal team.

HIVER also created video content for Timly, including testimonial videos and animations. These assets helped bring the new brand into motion and gave the marketing team stronger material for website, sales and communication.

What was the main challenge in the rebranding process?

The biggest challenge was balance.

Timly needed to feel like a serious software company, but not cold or complicated. The brand had to look digital, precise and scalable, while still feeling approachable for the people using the product every day.

The identity also needed to work across different touchpoints: website, product communication, sales material, testimonial videos, animations and international marketing. A logo alone would not have been enough. Timly needed a visual system that could carry the brand consistently.

How was the new Timly identity created?

The new logo mark was built around the idea of organised elements coming together in one digital space.

The symbol uses a rounded geometric composition. The modular structure gives the mark a systematic and digital feel. The rounded shapes keep it accessible and human. The inner negative space adds visual interest without making the logo too complex.

This visual idea connects directly to what Timly does as a product: turning physical inventory, assets and maintenance processes into clean, reliable data.

How did the rebrand support the website and content?

A rebrand only creates value when it can be used properly.

For Timly, the new identity was designed as a system that could guide the website, content, video assets and future marketing material. HIVER created the brand direction, style guides and design templates so the internal team could apply the new look consistently across the website.

The video content added another layer. Testimonials helped create trust through real customer voices. Animations helped explain ideas more clearly and made the software feel more dynamic.

Together, the rebrand, website direction and video content gave Timly a more complete brand presence.

What impact can a rebrand have on sales and trust?

A good rebrand changes how a company is perceived before the first conversation starts.

For a B2B software company like Timly, this matters because trust is built early. A stronger identity helps the company look more established, more consistent and more ready for enterprise customers.

It also gives the marketing and sales team a clearer foundation. The brand can be used more confidently across the website, presentations, sales material, testimonials, animations and future campaigns.

The impact is not only visual. It changes how the company enters the room.

What changed after the Timly rebrand?

The new identity gave Timly a more mature and professional software brand. It made the company feel more structured, more credible and better aligned with the level of customers it wants to reach.

Instead of looking like a useful tool only, Timly now has a brand presence that supports its position as an international software company.

The result is a clearer first impression, a stronger enterprise appearance and a visual system that can support growth across markets.

What can other software companies learn from this?

A rebrand should not start with the question “how should the logo look?”

It should start with a better question:

“How does the company need to be perceived to win the next stage of customers?”

For Timly, the answer was clear: structured, reliable, professional and enterprise ready. The new identity was built around that perception.

See how the new Timly identity comes to life.

Explore the full rebranding below.