askDANTE – brand design
The situation.
As a growing SaaS company for time tracking, askDANTE was evolving alongside its product. The brand needed to reflect this progression and better express the balance between precision, efficiency and a human centered approach to time. The foundation was already there. A recognizable logo with the dog and the existing wordmark.
The idea.
Creating a clear, modern and system driven brand design that brings structure into complexity. The goal was to express time as something intuitive, flexible and empowering, not rigid or restrictive. We aimed to reposition the brand – and to sharpen and expand the brand design.
The execution.
The focus was on building a scalable design system combining functional typography, a distinctive yet accessible color palette and a precise visual language. A flexible logo system was developed to adapt across different contexts, while graphic elements and patterns derive from time-based structures. A key focus was the website relaunch, translating the new identity into a clear, structured and user-friendly digital experience. This created a consistent and recognizable brand presence across all touchpoints.
