Put AI to work
for the people
As part of a regional ABM initiative, we partnered with ServiceNow to support the launch of its Government Transformation Suite—tailored for ministries across Singapore and Australia. Each ministry received a personalised content hub featuring assets like blogs, eBooks, videos, and factsheets—designed to showcase how ServiceNow’s solutions address their unique administrative challenges.
My role as ServiceNow’s design partner
My role was to lead the creation of creative conceptualisation for these content hubs, housed on Folloze or SharePoint. Each visual was conceptualised to align with the ministry’s existing identity while conveying how ServiceNow’s forward-looking innovation could change their digital processes. From healthcare to environmental agencies, the visuals helped tell a story of streamlined workflows, enhanced efficiencies, and future-ready public service.
National Environment Agency (NEA)
Ministry
To spark engagement with the National Environment Agency (NEA), we created an interactive personality quiz that reveals which of six AI Agent personas best represents the user. Each persona was cleverly matched with a well-loved Singaporean dish, using food as a metaphor to illustrate the unique traits and strengths of each AI Agent within ServiceNow’s ecosystem.
This playful fusion of local culture and emerging technology not only brought warmth and familiarity to the concept of Agentic AI, but also made the solution more relatable, memorable, and fun for NEA’s audience.
Scenario: Tour Bus surprise
Scenario: Heatwave troubles
Scenario: Chicken Rice debates
(right) Animated Banner for Folloze page
(bottom left) Spread of eBook
(bottom right) Content thumbnails
Queensland Health
Ministry
Regional Marketing
Direct Mailer for Executive Circle
Context: In a time where business leaders are struggling to translate the hype of AI into meaning business value, ServiceNow launched it’s AI Maturity Index 2025 along with ongoing campaigns.
Objective: To compliment this report for our Executive Circle clients, we wanted to create a simple DM to keep ServiceNow top of mind.
Creative Concept: “AI is not a sprint, but a marathon”
Converting a report summary into an invitation to join the AI marathon with fellow executives. The cut-out brochure was desigend to appear like a race bib that many marathon runners would recognised and the language of the report’s key point took on marathon language as well, making this report memorable for an already fatigued audience.
(right) Key Visual for Center of Excellence
(bottom left) Onboarding Journey Map
(bottom right) Sharepoint Design
GovTech Singapore
Ministry
