Branding the Third Era
New era, new identity
Mission: Partner with the executive leadership team at Thirdera to architect a highly differentiated, modern brand identity system within the competitive ServiceNow ecosystem.
Vision: Visualize the transformational nature of technology with movement, optimism, and bold contrast and color.
Strategic objectives
Consolidate global scale: Unify multiple newly acquired international entities under a singular, cohesive corporate visual architecture.
Mitigate organizational friction: Navigate complex organizational change by replacing fragmented design silos with a scalable global framework.
Empower the enterprise: Democratic design enablement designed to train internal non-designers ("citizen designers") to independently deploy on-brand content and presentations, drastically accelerating market activation.
Defining the 'Third Era' of digital transformation
Thesis: As enterprise technology expands exponentially, the "Third Era" represents a fundamental paradigm shift in digital innovation.
Strategy: Align business strategy with visual design systems; anchoring complex brand philosophies directly into tangible digital assets, components, and interactive templates.
Engineering a democratic blueprint
Approach: Translate abstract brand values into explicit, accessible design guidelines. By creating an organized, componentized asset network, internal teams are empowered to produce high-fidelity collateral that preserves systemic visual governance automatically.
Deliverables
Core brand ecosystem
- Centralized asset management: A cloud-accessible global brand repository and unified asset pipeline of 2000+ modular componenets.
- Visual governance blueprint: Comprehensive brand strategy book, custom neon typography elements, and identity compliance guidelines.
- Design systems & libraries: High-fidelity vector iconography kits, curated photography libraries, and unified corporate headshot styles.
- Enterprise production suite: Office 365 template systems (PowerPoint presentation decks, Word documentation layouts, and Excel reporting sheets).
Interactive & marketing touchpoints
- Brand motion design: Animated logo reveal cinematics and global corporate announcement videos.
- M&A communications: Custom video packages highlighting strategic global company acquisitions.
- Digital & social ecosystem: Scalable social media profiles, componentized social media marketing templates, and responsive email marketing layouts.
- Digital commerce: Turnkey Shopify brand swag store setup, custom product mockups, and transaction templates.
- Web architecture: Front-end layout optimization, comprehensive main website curation, and complex mega-menu navigation systems.
- Corporate culture activation: Experiential design for ServiceNow Knowledge and World Forum conferences, and event branding assets for the annual "Hexy Awards" global live-stream celebration.
How the work moved the needle for everyone involved
The numbers tell part of the story. But the real measure was in how the organization operated differently. Decisions became faster. Creative direction became easier. Everything aligned around a single source of truth.
Design system
Assets and templates available in the Brand Asset Library and governed by the brand guidelines
Revenue growth
Total annual revenue achieved in year three
Market reach
Countries served across the world
Experience similar transformation
Let's talk about your next project and how we might work together.
