35 BMC Brand Identity Version 06/13/22 Page. 23/ ©Copyright 2020-22 BMC Software, Inc. Confident The target audience in the IT-sphere is a diverse mix of more experienced and less experienced people and we should follow this trend with this persona representation to customers. The primary BMC persona is a bold, diverse, tech-savvy, business professional who is often skeptical of marketing claims and fluff. They are focused on details, have broad-based IT knowledge, follow the latest trends, and have high expectations for vendors/solutions to help make their strategic roadmap a reality. The approximate persona age range is between 25-50. • Poses and expressions should be lively and unexpected. The persona can be jumping, pointing to something, unpredictable, non-conformative to the status quo, and very expressive. • Persona hair and clothing can be casual or business casual, but not suggestive. The clothing can be vivid, bright, and dramatic to match the bold personality. Clothing color should contrast with the background and can be intentionally recolored to look realistic while staying inside the spectrum of our brand color palette. • The lighting on the persona should show contrast, but shouldn't be overly darkened or dramatic. Persona