ServiceNow

As ServiceNow grew into one of the most powerful enterprise software brands, its portfolio of products and solutions expanded rapidly. Over time, hundreds of names emerged across teams and business units, often created in isolation. The result was a complex ecosystem where naming felt inconsistent and disconnected from the core “Now Platform” story.

We worked with a cross-agency team of brand stakeholders to bring structure and simplicity to this growing sprawl — creating a naming system that could scale with innovation while strengthening the masterbrand. Drawing on our cross-category experience developing global naming systems for some of the world’s leading brands, we applied that same discipline here — blending creativity, logic, and governance to make naming both strategic and scalable.

Through interviews, audits, and collaborative workshops, we discovered that “Now” — once a clear and powerful brand signifier — had become a loosely applied prefix, used inconsistently and without shared rules or rationale. Our solution was a unified naming architecture that redefined what “Now” means and when it should be used.