Art Director + UX/UI Designer

L. Alejandra Serpa

Art Director + UX/UI Designer

L. Alejandra Serpa

Art Director + UX/UI Designer
L. Alejandra Serpa

Home

→

Work

→

Tims

Overview

Overview

Overview

TIMS International is a human capital assessment company with more than 25 years of experience helping organizations identify, develop, and retain talent across Latin America and Spain.

As the company expanded its portfolio of assessment solutions and prepared for continued international growth, the brand needed to better reflect its evolution as a modern, technology-driven organization. The challenge was to create a cohesive identity system that strengthened recognition of the TIMS brand, clarified relationships across products, and positioned the organization as an innovative and trusted partner in talent assessment and workforce development.

My contribution

My contribution

Research
Art Direction
UX/UI

The team

1 × Project Manager:
Adriana Agudelo

1 × Art Director:
Alejandra Serpa

1 × Developer:
Johana España

Year

2024

Process

Process

Brand Positioning

At the core of TIMS is the belief that individuals and organizations can continuously grow, improve, and unlock their full potential. The rebrand sought to balance technology and humanity, communicating both the analytical rigor behind the assessments and the human development outcomes they are designed to support.

The identity was modernized to better align with the company's evolving market position while maintaining the credibility and trust it had built over more than two decades.

Brand Architecture

As the portfolio expanded, it became increasingly important to create a clearer relationship between TIMS and its assessment products. A scalable brand architecture was developed to organize the ecosystem, strengthen recognition across solutions, and create a more intuitive experience for clients and users.

Identity System

The master brand incorporates a human figure within the letterform, representing growth, self-awareness, learning, and continuous improvement—principles that sit at the center of the TIMS methodology.

A structured identity framework was also created across the product portfolio. Behavioral and competency-based assessments were grouped through a shared visual language, while performance, organizational climate, integrity, and intelligence solutions formed a complementary category within the system. This approach created a clearer hierarchy while strengthening consistency across the entire ecosystem.

Brand Positioning

At the core of TIMS is the belief that individuals and organizations can continuously grow, improve, and unlock their full potential. The rebrand sought to balance technology and humanity, communicating both the analytical rigor behind the assessments and the human development outcomes they are designed to support.

The identity was modernized to better align with the company's evolving market position while maintaining the credibility and trust it had built over more than two decades.

Brand Architecture

As the portfolio expanded, it became increasingly important to create a clearer relationship between TIMS and its assessment products. A scalable brand architecture was developed to organize the ecosystem, strengthen recognition across solutions, and create a more intuitive experience for clients and users.

Identity System

The master brand incorporates a human figure within the letterform, representing growth, self-awareness, learning, and continuous improvement—principles that sit at the center of the TIMS methodology.

A structured identity framework was also created across the product portfolio. Behavioral and competency-based assessments were grouped through a shared visual language, while performance, organizational climate, integrity, and intelligence solutions formed a complementary category within the system. This approach created a clearer hierarchy while strengthening consistency across the entire ecosystem.

Project image

Ecosystem

TIMS Assessment Suite

A structured identity framework was developed across the assessment portfolio to create clearer relationships between products while maintaining a cohesive visual language.

Behavioral and competency-based assessments were represented through triangular forms inspired by the multidimensional nature of the DISC methodology. Performance, organizational climate, integrity, and intelligence solutions were organized through a complementary circular system, creating distinct product categories while strengthening consistency across the ecosystem.

Digital Experience

The visual system was extended across the corporate website, platform environments, marketing communications, reports, and supporting brand materials. Every touchpoint was designed to work together as part of a cohesive ecosystem, creating greater consistency between brand, product, and user experience.

Outcome

Outcome

The rebrand transformed TIMS into a more cohesive and scalable brand ecosystem, creating stronger connections between the parent brand, its assessment solutions, and the TIMS Assessment Suite platform.

The new system improved consistency across communications, products, and digital experiences while providing a flexible foundation for future growth, innovation, and international expansion.

Home

→

Work

→

Tims