Toggl

Client

Toggl

Type

Product

UI/UX

Year

2020

About

The challenge was to translate Toggl’s refreshed quirky identity across its digital touchpoints without compromising performance. With an already strong conversion rate, the website redesign required a careful balance of visual experience and clarity that users rely on. We went beyond conventional SaaS aesthetics, incorporated playful 3D assets, joyful animations, and personality to the product narrative.

The challenge of balancing bold brand expression with product clarity and performance expectations.

Rather than forcing the refreshed identity into every part of the website, we focused on where the brand could add value without disrupting the product experience. We channeled the bolder visual language into content, narrative moments, 3D assets, and animations that supported the story while keeping core user journeys clear and efficient.

The opportunity of Art direction and product design rarely sharing the same brief.

The separation between art direction and product design created an unexpected creative freedom. Because the 3D visual language lived outside the core UI, it didn't need to negotiate with functional constraints.