Acuity Scheduling

What does a scheduling platform look like when time itself becomes the design system?

In 2019, Squarespace acquired Acuity Scheduling, a powerful tool built for small businesses to manage appointments with ease. Initially rebranded as Squarespace Scheduling, the product continued to grow, but by 2023, we made a strategic decision to bring back the Acuity name and reintroduce it with a renewed sense of identity and purpose.

Our goal was to re-establish Acuity as a category leader by differentiating it in a crowded market, reigniting loyalty among longtime users, and signaling a clear commitment to product innovation. With that came a complete brand refresh, from strategy to visual identity.

Inspired by digital clocks and calendar blocks, the new identity puts the colon at its center, transforming it into a core symbol of the brand. The visual system is designed to flex across every touchpoint, with a dynamic color palette mapped to different times of day, from dawn to dusk. The result is a brand that feels rhythmic, modern, and deeply connected to the way people experience and manage time.