Reinventing Pega’s Corporate Narrative – Building for Change

Overview

Pega’s tagline—"Build for Change"—was a strong foundation, but the company needed a more emotionally engaging narrative to reinforce its value and urgency. At the same time, after years of debate, Pega finally arrived at a unified product positioning, threading together the entire platform under a single definition. This alignment allowed for a more cohesive and compelling story across marketing, sales, and product.

Challenge

Pega needed to bridge the gap between human frustration and technology’s inability to keep up. Businesses struggled with rigid systems, making change feel difficult and slow. The goal was to create urgency for transformation while positioning Pega as the solution that makes change seamless and constant.

Approach

The new narrative introduced a tension between frustration and possibility:

• The Problem: Businesses and consumers alike experience friction when outdated systems fail to adapt.

• The Solution: With AI-powered automation and low-code, change doesn’t have to be hard—Pega makes it effortless and continuous.

Alongside this, we finalized a clear, singular product positioning, ensuring that every aspect of Pega’s platform was defined as one unified solution, strengthening alignment across all messaging.

Execution

This work began under my leadership, with the hiring of Kait Strovink (Creative Director, Copy) to craft the narrative and Carlos Perez (Creative Director, Art) to shape its final execution. The rollout included:

• Unified Product Positioning – A clear definition of what Pega is.

• Brand Messaging & Content – A bold, urgency-driven story.

• High-Impact Video – Bringing the story to life.

• Sales & Marketing Alignment – Ensuring a consistent, compelling message.