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About the Engagement
ServiceNow, a leading enterprise workflow and AI platform, needed a creative production partner to execute a large-scale global rebrand during H2 2022, which involved refreshing thousands of multi-format content assets accurately within a tight timeline.
Backstory: The partnership began in December 2021 with a 12-video project. ContentBeta delivered all 12 within a month, building confidence in its quality and speed. That success led to a broader creative production partnership, including support for ServiceNow’s global rebrand.
The work spanned multiple teams across Customer Success, Product, Portfolio Management, and Marketing
Brand and Presentation Design
Product and Customer Education Videos
Customer Marketing and Podcast Content
The engagement required more than following a standard brand guide. Many nuances and micro-preferences were documented over time. The team needed to understand technical products, interpret informal briefings, retain context across projects, and make production decisions without constant handholding.
This ability to absorb product context, retain institutional knowledge, and execute with minimal oversight is one of the reasons many B2B SaaS, AI, and enterprise software companies choose ContentBeta as their long-term creative production partner.
ServiceNow’s NowCreate library contained more than 800 presentations, totaling approximately 30,000 slides.
The work was not limited to changing logos, fonts, and colors.
Many older assets required deeper modernization. ContentBeta’s team had to understand technical briefings from ServiceNow’s portfolio managers, redesign outdated diagrams, create new illustrations, and improve the visual presentation without changing the technical meaning.
The same process was applied to whitepapers, infographics, spreadsheets, and process documentation.
ServiceNow frequently launched new features and product updates. Its teams needed customer education videos produced quickly enough to support each release.
Instead of preparing long creative briefs, ServiceNow’s product teams recorded short, informal Zoom walkthroughs explaining the update.
These recordings were uploaded to ContentBeta Cloud. ContentBeta then converted the technical walkthroughs into:
This staged process gave ServiceNow visibility into the work and allowed teams to provide feedback before too much production had been completed. Each video was completed within five to seven working days.
The goal was not simply to record and edit conversations. Each episode needed to become a clear, well-paced customer story that could be distributed across YouTube, LinkedIn, and other channels.
ContentBeta supported the full podcast production workflow, including:
The team also considered how the host and guest networks could help distribute each episode.
This meant every recording became a set of reusable customer marketing assets rather than one finished podcast file.
Click Here to check all the episodes.
The engagement worked because ContentBeta operated as an embedded creative production partner rather than a vendor completing isolated tasks.
ContentBeta assembled a dedicated production team within two weeks of receiving the initial approval.
The team included designers, scriptwriters, storyboard artists, a UX writer, video editors, and production specialists.
A dedicated Creative Director and delivery team helped maintain quality, manage priorities, and keep work moving across multiple ServiceNow stakeholders.
ServiceNow teams uploaded assets and requests through ContentBeta Cloud.
The platform gave stakeholders visibility into:
Each request had its own discussion thread, reducing scattered communication across email and other tools.
One of the main reasons the partnership moved quickly was ContentBeta’s ability to understand the intent behind technical briefs.
The team could interpret product manager walkthroughs, make informed creative decisions, and share structured drafts without requiring detailed instructions at every step.
This was particularly important for product release videos, where delays could affect customer communication timelines.
As ContentBeta worked across presentations, videos, podcasts, and customer marketing assets, the team built working knowledge of ServiceNow’s:
New projects did not start from zero.
The accumulated context reduced onboarding time and helped later work move faster.
The engagement allowed ServiceNow to scale creative production across several departments without building a comparable internal production team.
ServiceNow used ContentBeta’s production team instead of hiring a larger in-house team for the brand modernization program. This reduced costs related to:
For the record, the rebranding work was completed efficiently and remained on schedule.
ContentBeta processed approximately 30,000 slides across more than 800 presentations.
Additional whitepapers, infographics, spreadsheets, and process documents were also updated to match ServiceNow’s revised brand standards.
Before working with ContentBeta, product videos typically took 25 to 30 business days to complete.
ContentBeta reduced the turnaround time to five to seven working days.
This represented a 76% faster production cycle while maintaining a structured review process across scripts, storyboards, and video drafts.
The first podcast season performed well enough for ServiceNow to move forward with a second season.
Across both seasons, ContentBeta produced 27 customer podcast episodes.
Each episode in Season 1 received an average of approximately 300 downloads during its first week.
After Season 1 concluded, the podcast generated more than 4,000 downloads between April and July 2022. Production for Season 2 began in September 2023.
What began as a large-scale brand modernization project became a broader creative production partnership.
ContentBeta helped ServiceNow modernize thousands of existing assets, explain frequent product updates, and turn customer conversations into reusable content for several channels.
The engagement worked because the team combined production capacity with technical understanding, brand memory, and a process designed to reduce the time ServiceNow stakeholders spent managing creative work.
