ServiceNow Workflow Quarterly

Built for Readers and Business Leaders

Our Role

Art Direction, Concept Development, Digital Publishing, Print, Responsive Web Design and Development, UI / UX Design, Video Direction

Collaborators

MessageLab, Edward Chun, Cowboy Bear Ninja, Lee Brooks, Blink, Kuhl & Han, Rebecca Clarke

In the service of people

Workflow is the word

The wonder of work

Ahead of the curve

In the service of people. ServiceNow develops and distributes innovative workplace automation software.

Workflow is the word. ServiceNow refers to automation as “digital workflows,” arguing that digitization will free us to work better in every sense.

The wonder of work. ServiceNow enlisted Athletics to conceptualize, design, and develop Workflow Quarterly, the company’s new digital publication.

Ahead of the curve. We were challenged to develop a flexible, immersive system to present this original research in a compelling narrative format, then implement the system through eight issues across two years.

Trust in tech takes time

Workflow Quarterly brings together thought leadership on the promise and practice of digital workflows. Because of automation software’s long sales cycle, our strategic objective was to nurture long-lasting connections with current and prospective ServiceNow licensees by providing compelling context and data to support the need to automate, as opposed to prematurely forcing them into a sales funnel.

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The publication achieved over 13,000 completed audience goals with 3,400+ very loyal users in the first eight months.

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Attracting without distracting

The challenge at the heart of this project was to provide an immersive experience befitting the innovative nature of our subject matter, while not overwhelming the reader and getting in the way of critical information. In terms of the user experience, our solution was (on the surface) simple: keep the articles streamlined, leaving the more involved interactions for navigation. Designing a system of panels, we enabled the dynamic layering of content types, giving ServiceNow the power to supplement writing with, for example, rich data visualizations, quizzes, and digitization “heat maps.”

In terms of visual design, we adapted ServiceNow’s brand identity with a crisp editorial feel for the Quarterly, seeking to appeal to our C-Suite audience.

Since issue one, we’ve seen a sustained increase across our four key objectives: awareness, behavior, decisions, and perception.

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