Beside Moveworks at every value-defining moment.
Stealth launch, unicorn round, $2.85B acquisition. We helped the market recognize Moveworks through all three.
Services
- Positioning
- Messaging Platform
- Brand Strategy
- Guidelines
- Visual Identity
Moveworks has met three value-defining moments since 2019. We worked alongside its team through every one.
In 2019, we helped Moveworks launch out of stealth with a CIO-first brand—deliberately focused on the one audience that mattered most. It was a focused strategy that helped make AI’s promise feel real to a skeptical, technical market. In 2021, we refreshed that brand as Moveworks grew from an IT ticket solution into an enterprise employee horizontal platform. That June, a $200M Series C at a $2.1B valuation made it a unicorn.
By 2025, enterprises believed in AI, and the question had changed. It was no longer why AI, but why Moveworks. We refined the brand strategy, sharpened the positioning, and introduced a new visual identity built to stand apart in a category full of sameness. In December 2025, ServiceNow completed its $2.85 billion acquisition of Moveworks.
Moveworks built the value. We helped the market recognize it, every time it counted.
What We Learned Along the Way
From belief in AI to belief in Moveworks.
When Moveworks launched, the goal was to convince enterprises that AI could work at all. By 2025, everyone believed the promise—and that was the challenge. Moveworks no longer had to prove AI’s potential, but define their distinct value within the AI ecosystem. In a world saturated with sameness, the brands that endure are the ones that stay precise about what they deliver and why it matters.
Don’t say more, say what matters.
As Moveworks’ technology became more advanced, the brand had to do the opposite—simplify. The breakthrough wasn’t about adding new layers of language, but refining the story to its sharpest edge: how AI acts, adapts, and delivers real results. Because when a brand knows exactly what to say—and what to leave out—its intelligence speaks for itself.
Realignment is how momentum continues.
In the midst of rapid scale and preparing for a new chapter under ServiceNow, Moveworks had to reexamine who it was and who it would become. The work wasn’t just about redefining the brand; it was about giving the company a new center of gravity. When everyone inside understands the next version of the story, the organization can move forward as one.
Bhavin Shah, CEO and Co-FounderEmotive Brand has been our brand partner from launching out of stealth, expanding to a horizontal platform, and all the way through our acquisition to ServiceNow. We couldn’t have done that without them.”
Clarity and Structure
Simplicity and technical precision lead the way as complex information is elevated to higher order storytelling. Built from simple geometric forms, the Momentum Graphics convey flow, logic, and transformation—mirroring how Moveworks turns complexity into simplicity.
Humanizing Technology
Familiar, everyday metaphors inspire spot illustrations to present concepts like automation, security, integration, and transformation. A technical drawing style maintains consistency with the Momentum Graphics, iconography and diagrams, while adding a more human and playful tone.
Insight Made Visible
Data visualization comes to life with clear structure and thoughtful language to make complex systems feel simple and engaging. Beyond just showing information, infographics use clever phrasing and a conversational tone to express the brand’s personality and purpose, showing how Moveworks transforms everyday work with intelligence, empathy, and simplicity.
Experience that Works
Trust moves faster.
After years of collaboration, Moveworks didn’t need a learning curve— and neither did we. Having built the original brand in 2019 and refreshed it in 2021, we knew what had been tried, what had worked, and what was ready to be reimagined. That shared history gave us a head start, allowing new ideas to emerge—fast, focused, and fresh.
Sprint speed, brand depth.
With acquisition on the horizon, this phase of work moved fast—by design. We worked shoulder-to-shoulder with Moveworks leadership in an agile sprint, developing, sharing, and shaping ideas in real time. The process mirrored the product: fast, responsive, and built to adapt.
Design that scales with the team.
When it came to visual identity, the unlock wasn’t just evolving the design—it was understanding how the Moveworks team actually used what we’d built before. By tailoring the new system to their tools, teams, and workflows, we created a brand that’s not just beautiful on paper, but operational in practice.
Distinct, not distant.
Given the pending ServiceNow acquisition, Moveworks didn’t need a louder story—it needed a smarter one. The opportunity wasn’t to claim a new category, but to carve out a distinct and credible space within a larger ecosystem. We helped them define a brand that stands apart without standing alone.
