ServiceNow 3D Icon System
ServiceNow's visual refresh introduced a 3D icon system as a primary brand element. The initial library, built by an external agency, was slow and costly, taking 1-2 months per batch, and leadership wasn't satisfied with the results.
My team and I replaced that process with AI-assisted concepting: I used a custom model and AI tools to rapidly sketch and iterate icon concepts, aligning with leadership before handing finalized designs off to 3D production.
Scope
Iconography
Generative AI Workflow
Tools
Adobe Firefly
Nano Banana
ChatGPT
Photoshop
First, each concept starts out as a sketch or composition exploration, establishing form before moving into material exploration.
Then, a moodboard of up to four materials is created to define the icon's textures, drawing primarily from ServiceNow's core materials (terrazzo, plastic, glass), with room to explore beyond them when the concept calls for it.
Finally, the sketch and materials are prompted in an generative AI tool (Adobe Firefly, Nano Banana, ChatGPT), and retouched the output in Photoshop as needed.
This process allows for quick reviews and approvals before the icon moves to a 3D artist for final production.
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