ServiceNow
Brand Evolution
Role: Sr. Director, Creative (Global Brand)
Overview
Following the appointment of John Donahoe as CEO in 2017, ServiceNow initiated a massive rebrand to signal its shift from a core IT Service Management (ITSM) focus to a powerful, enterprise-wide platform company. We drove this strategic evolution by developing a new, people-centric corporate purpose and vision: “Making the world of work, work better for people.” To bring this ethos to life, we engineered a scalable identity design system across every global touchpoint, completely overhauling our verbal identity to lean away from dense tech jargon in favor of a warm, conversational tone. This people-first philosophy was visually anchored by a human silhouette integrated inside the logo's “O” character and a distinct, emotion-driven photography style, effectively differentiating ServiceNow from its competitors and cementing its position as a purpose led technology leader.
Following the appointment of John Donahoe as CEO in 2017, ServiceNow initiated a massive rebrand to signal its shift from a core IT Service Management (ITSM) focus to a powerful, enterprise-wide platform company. We drove this strategic evolution by developing a new, people-centric corporate purpose and vision: “Making the world of work, work better for people.” To bring this ethos to life, we engineered a scalable identity design system across every global touchpoint, completely overhauling our verbal identity to lean away from dense tech jargon in favor of a warm, conversational tone. This people-first philosophy was visually anchored by a human silhouette integrated inside the logo's “O” character and a distinct, emotion-driven photography style, effectively differentiating ServiceNow from its competitors and cementing its position as a purpose led technology leader.
Brand Manifesto
