Brand Refresh
Branding & Visual ID/2023

PagerDuty’s brand purpose is to empower teams with the time and efficiency to build the future—but our own brand needed to evolve to reflect that ambition. In 2024, I led PagerDuty through a brand refresh, ensuring our visual and strategic identity evolved in step with the company’s growth from a product to a platform.

We set out to modernize our brand to:

• Strengthen relevance with senior buyers and enterprise organizations.

• Clearly articulate the value of The Operations Cloud in a way that deeply resonates with the market.

• Make PagerDuty feel more modern, more distinctive, and more human.

This brand refresh was done entirely in-house and the roll-out included a refreshed homepage, press release, new branded swag for employees, a launch video and all new guidelines and templates.