Toggl, a popular platform for time tracking, project planning and hiring tools, recently went through a big rebranding process. SNASK was brought in to help Toggl, which at the time was made up of three different companies: Toggl (time tracking), TeamWeek (project planning) and Hundred5 (hiring). These tools had originally been developed to solve internal productivity problems and they became so successful that clients and partners loved them too.

Since the same people owned all three products, the goal was to unite them under one bigger brand: Toggl. SNASK’s job was to create a new strategy and visual identity to turn Toggl into a modern and forward-thinking leader in productivity tools.

After research, workshops and discussions, SNASK developed a clear vision for the new brand. The main idea was to bring all the products together with one common goal: eliminating stress. This idea was the driving force behind each product and instead of just talking about the features, SNASK shifted the focus to the bigger picture – how Toggl helps teams work better by reducing stress, no matter where or how they work.

To reflect this, SNASK created a new brand design. They developed a bold and functional logotype that would unify all three products, while still allowing each one to have its own unique colors and photography. A key part of the new identity was the concept of rotation, symbolizing Toggl’s flexibility, forward movement and constant growth. This rotation idea showed up in the typography, as well as in the films and photography for the brand.

The final result was a completely new brand platform for Toggl, which included a new voice, brand structure and visual identity. SNASK created a new logotype, color scheme, typography and visual system, as well as producing new photos and films to bring the brand to life. The rebrand successfully positioned Toggl as a leader in productivity tools, focused on helping teams reduce stress and work more effectively.