This graduation project explores Design-Led Innovation Strategy at ServiceNow, addressing the visibility gap between its strong engineering reputation and its thriving internal design culture. The Experience Design (EX) Department, responsible for design, research, and innovation, faces challenges in attracting top-tier talent, particularly in growth markets like India, due to limited external recognition. The core problem is not a design deficit, but a lack of Design Advocacy. This project proposes to bridge this gap by leveraging Design Management, Design Research, and storytelling to showcase EX’s internal excellence externally. Strategies include documenting internal projects and creating touchpoints such as podcasts, design showcases, and thought leadership, highlighting both what ServiceNow builds and how it builds. By elevating the company’s design narrative, the initiative aims to position ServiceNow as a design-forward workplace, inspiring high-intent design professionals and strengthening its brand in the Indian design ecosystem.