ServiceNow
This year, we partnered with ServiceNow to elevate and evolve their brand—translating bold ambition into a cohesive, scalable system built for impact. From foundational design strategy to expressive elements, every part of the work was designed to bring clarity, consistency, and personality across an ever-expanding brand ecosystem.
The Challenge
ServiceNow was growing fast, expanding its AI capabilities and climbing the Fortune 500. The brand needed to evolve to reflect that momentum and match the company’s ever-growing ambition.
A big leap forward
With momentum building and their biggest conference yet on the horizon, the brand needed to evolve—fast. This wasn’t about reinvention for reinvention’s sake, but about building on what was already working. The foundation was solid. What it needed was an identity system that could meet the moment and match the scale of their ambition: to become one of the most influential tech companies of our time.
Together, we channeled the strongest elements of the existing brand and expanded them into a more expressive, more unified universe—one that could flex across every touchpoint, from main-stage moments to everyday communications.
A system built to scale
Leveraging their established brand foundation—anchored by Wasabi Green and the Youmoji logo—we developed a fully integrated design system. This included a custom typeface family, a comprehensive icon library, a refined photography style, an expanded and flexible color palette, bespoke illustrations, data visualization patterns, and much more. Grounded in their mission to make the world work better for people, the system thoughtfully embodies the intersection of humanity and technology, reflecting that essential duality with clarity and consistency.
The Result
A bold, confident and consistent system that drives clarity and cohesion across every touchpoint—helping the brand lead the way as ServiceNow continues to grow.
This isn’t a design tweak. It’s a signal. Of where we’re going, how fast we’re moving, and the confidence we’re bringing with us. Massive thanks to the teams at ServiceNow and Instrument who made this real.
Learning Unlocked
We partnered with ServiceNow to help launch ServiceNow University—bringing a fresh, expressive look and feel to a new kind of learning platform. Designed to grow with the needs of the individuals and organizations alike, the identity supports a dynamic, personalized experience that helps people build skills, unlock potential, and thrive in an AI-driven world.
What’s Next Is Now
The 2025 ServiceNow rebrand marked a bold new chapter, debuting at Knowledge 2025 with over 25,000 attendees and reinforcing the company’s leadership in enterprise AI.
Following the launch, ServiceNow reported an 18.5% year-over-year revenue increase and surpassed 500 customers with annual contract values exceeding $5 million.
0
Much like ServiceNow’s ambitions, the work is far from done. What began as a brand evolution has become an ongoing partnership—one that continues to push the system further, piece by piece. From illustration and motion to custom tooling and platform integration, we’re shaping a brand built for scale, adaptability, and long-term impact. As ServiceNow grows, the system grows with it—ready to meet new needs and unlock what’s next.
Our Role
DESIGN
- Brand Refresh
- Brand Identity & Design Systems
- Custom Typeface
- 3d Illustration Library
- Custom Icon Library
- Motion & Animation
- Event Branding
CONTENT
- Photography Direction
- Photography Production
- Script Writing
- Content Ideation
- Hype Reel Development
STRATEGY
- Brand Strategy
- Brand Rollout & Training
- Information Architecture