Service Now

How do you help a giant software company no one's ever heard find a voice and identity as a leader in the tech world?

In the fall of 2017, ServiceNow was just a $30 billion software company hardly anyone outside of the IT department knew about. They were making a great product and helping work flow more smoothly for millions of users, but they weren't telling their story effectively to the world.

That's where the strategy and design teams at AKQA came in. First, I worked alongside the strategy team to develop a new purpose and vision for the brand. We uncovered a powerful truth: when 1/3 of your life is spent at work, work experiences really matter. ServiceNow is doing more than just making great software — they're making the world of work, work better for people.

Next, I worked with the design team to bring their new brand purpose to life across a flexible and distinctive design system. We came up with a tagline, created a logo that puts people in the center, and injected everything from billboards to office décor with a voice that's fresh and fun.

It's more than a rebrand. It's an entirely new mindset. And one that has given ServiceNow a new voice and mission for years to come.

AGENCY: AKQA