ServiceNow delivers digital workflows that create great experiences and unlock productivity.

Background
In 2017 John Donahue was named President and CEO of ServiceNow. He repositioned the company from its ITSM focus to becoming a platform company and, in doing so, initiated the rebrand of ServiceNow to signal this change.

Challenge
Evolve Lookout’s brand from a consumer-focused brand to an enterprise security brand while maintaining Lookout’s core values and unify all touch-points across marketing, product, and internal employee experiences. Delivering a brand platform that resonates with enterprise security buyers and a way to educate and empower Lookout’s employees to become stewards of the brand.

Solution
We first approached the challenge with a kick-off to align expectations across groups and set up a few parameters for the brand evolution. The Lookout logo and brand green will remain the same. Everything else was open for evaluation.

Results
The comprehensive brand guidelines have given Lookout a strong foundation to build and expand on across marketing and product.

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