Time tracking, scheduling, timers and attendance software are all functionally useful and emotionally grim. Most of the brands in the space sound like compliance tools, which is precisely the opening. Timey is short, warm and slightly playful, reading as a diminutive of time the way a friendly product might name itself. A bit of lightness stands out immediately in that category. It also works for a history or archive project, where the timeline sense comes forward, and for anything aimed at children or education, where the diminutive is exactly right.