In an bid to become the leading global software company of the 21st century, ServiceNow needed to grow beyond its Southern California roots by building a more ambitious and global brand. In that spirit, a new tagline was born—'The world works with ServiceNow.' Our team was tasked with updating the brand’s look and feel to reflect the bolder, more confident positioning, including a series of global shoots to build a content library fit to share stories that could support the company’s global ambitions.