Challenge
As PagerDuty evolved from a suite of products into the unified Operations Cloud, our brand needed to reflect that growth. The existing system, while functional, lacked the distinction, clarity, and emotional resonance required to connect with enterprise buyers and senior decision-makers.

The refresh needed to:

• Reflect our shift from product to platform

• Build relevance with executive and enterprise audiences

• Tell the story of the Operations Cloud in a more human, resonant way

• Modernize the identity while retaining brand equity

Approach
Rather than starting from scratch, we evolved the existing system to align with who we are today and where we’re headed. Executed entirely in-house, the refresh focused on creating a cleaner, more confident, and flexible visual identity.

We introduced a more editorial type system, elevated photography, simplified color usage, and gave layouts more room to breathe. We softened the overall tone to feel more approachable and human, while ensuring the system could scale across teams and regions. I led the refresh from strategy through rollout, aligning stakeholders, guiding creative development, and managing adoption company-wide.

Impact

• Modernized PagerDuty’s brand to reflect its evolution as a platform company

• Re-energized internal teams and agency partners with clear, updated tools and guidance

• Rolled out new guidelines, templates, and systems company-wide for consistent execution

• Increased clarity, cohesion, and confidence in how the brand shows up across channels