ServiceNow
A community-first campaign designed to engage with purpose
Mission-driven storytelling
“Bring Your You” started with a simple goal: approach employer branding more like journalism—grounded in real people, real motivations, and the lived complexity of entering or re-entering the workforce. From young professionals to veterans to parents restarting careers, the goal wasn’t to define them—it was to reflect them.
The strategy was people-first. Early-career candidates aren’t just looking for a job—they’re trying to understand where they fit, who they can become, and whether they’ll be seen for who they already are. So instead of leading with aspiration alone, we focused on recognition. Creating work that felt less like marketing, and more like a mirror.
Creative Direction
Integrated Campaign
Design System
Photography Art Direction
Environmental Graphics
Messaging
We evolved the existing brand grid by introducing a human element, transforming a rigid layout system into a more dynamic framework for storytelling.
Resourceful by design
With no budget for a custom shoot, we treated the constraint as a creative brief: how do we uncover something real using what already exists?
I led the team in building an editorial system rooted in curation, not creation. We approached existing talent photography and stock imagery carefully, critically, and with intention. It had to feel lived-in, specific, and emotionally honest.
This wasn’t about diversity as a checklist. It was about capturing a range of identities, experiences, and moments that people could actually see themselves in. The result was a visual language that felt grounded and human.
From insight to execution
As creative lead, I set the vision and worked closely with the team to protect the integrity of that story at every step. The goal wasn’t just cohesion—it was credibility.
The final campaign positioned ServiceNow not just as an employer, but as a place where people could better understand their place in the world of work. It didn’t ask candidates to transform into something new—it encouraged them to show up as they already are.
In a category often driven by polish and performance, this work chose honesty. And that’s what made it resonate.
