SERVICENOW REFRESH
Brand Refresh, Design Systems
As ServiceNow continued to scale globally, it was clear that the company had outgrown their brand. Our team kicked off an internally-led brand refresh.
YEAR
2022
IMPACT
Improved brand consistency
Increased efficiency in design delivery timelines
Enabled stakeholders to scale and consistently apply the brand across a wide variety of omnichannel customer and employee experiences
MY ROLE
Design, Art Direction, Asset Library Creation
DELIVERABLES
Brand Guidelines, Design Assets
BRIEF
The goal was to develop a new design system that would increase efficiency in design delivery timelines, enable scale, and improve consistency.
The team kicked off the process with a broad internal audit and used our findings to identify the areas of the visual identity that needed the most attention. The decision was to introduce a new photo library, revamp illustration, and dive into the ServiceNow color palette.
PITCH
We pitched multiple rounds of design evaluation, honing in on the perfect blend of visual elements. Each round served as an opportunity to carefully analyze different color palettes, ensuring that every hue and tone resonated with our desired aesthetic. We were able to settle on a photography style that felt sophisticated and authentic. Simultaneously, we chose an illustration direction that allowed for more expressive storytelling rather than a flat literal interpretation.
COLOR CONSISTENCY
Working with Freeman, we developed a comprehensive guide that provided valuable insights into ServiceNow’s brand colors in addition to a color matching substrate swatch book for our vendors to reference during their production cycles. This addition ensured that we maintained a consistent color palette across all our brand experiences worldwide.
By providing our global partners with this guide, we could guarantee that our brand colors were accurately reflected for every print material produced, elevating the overall quality for each of ServiceNow’s brand experiences.
ILLUSTRATION
Partnering with BUCK, we evolved our illustrative characters into more bold, confident individuals. Their individuality comes through in all the little details - facial expressions, accessories, outfit selection, hair styles, etc. There’s a soul behind those eyes!
I helped direct the process, insuring we differentiated our new illustration library from the corporate memphis aesthetic that saturated the B2B SaaS market. Realistic human proportions and skin tones made them feel more natural and relatable. Selective gradients and subtle hits of light brought the characters out of a purely flat color approach.
Illustration Credit: Jacob Myrick and Jesse Harp
REVAMPING SERVICENOW’S PRODUCT DEMO SYSTEM
Screenshare demos are a valuable tool for providing users with a hands-on experience of ServiceNow’s platform. However, when it came to attracting buyers and demonstrating the true impact and outcomes of their solutions, a higher-level demo that effectively communicated the broader scope was crucial. To understand our current standing, the team conducted an internal audit of ServiceNow’s tier-one channels, including keynotes, broadcasts, product demos, .com, and corporate communications.
During this audit, we discovered that many of our demos were lackluster, failing to captivate the audience due to dry content, campy storytelling, and flat humor. It became apparent that these issues were the result of siloed internal teams and agencies working independently, rather than collaborating seamlessly. Sadly, this status quo was all too common among our peers, resulting in standard screenshare demos and subpar delivery.
As a solution, we took a proactive approach by interviewing our internal business partners and sought their feedback. Armed with this insight, we set out to create a modular and scalable demo system that was unique to ServiceNow. Our objective was to showcase the technology not just as a standalone entity, but as a tool that empowered people and enhanced their workflows.
To make demos that not only effectively communicated but also connected to our C-Suite audience, our primary objective was to craft a refined product demo system that consistently delivered visually appealing content while incorporating ServiceNow's distinctive storytelling approach. In this regard, we firmly believed in placing individuals at the heart of each demo experience, ensuring that every interaction resonated with ServiceNow’s audience.
With this new demo system in place, we were confident that we effectively communicated the value and impact of ServiceNow’s solutions to potential buyers. By highlighting how every great experience is backed by a great workflow, we instilled a sense of trust and confidence in ServiceNow as the go-to solution for their business needs.
