Dreamforce

My Role

Dreamforce is the world's largest technology event, the stage where Salesforce positions itself as the number one AI CRM.

I was part of the team that built Dreamforce's brand system, and led art direction that helped define its visual identity, carried across demand gen, social, web, environmental, and video. I pitched and iterated over multiple rounds of review with executive and senior creative leadership to secure alignment, then provided guidance across every channel and touchpoint, building a unified campaign system that stayed recognizable across the full event footprint.

Art Direction & Design Lead

Dreamforce is where the Trailblazer community reunites and celebrates. This year's brand direction called for taking its National Forest origins into a bolder, more graphic visual expression, reimagined without losing the brand recognition. I needed the evolved designs to bridge the organic illustrative history of National Parks and a system built to scale across a wide range of stories and touchpoints.

I built the system around modularity by finding a fresh way to tell stories with the brand’s existing elements. The result was bold and playful, in step with the spirit of building that defines the Trailblazer community.

Brand shapes became more than just illustrations. They represented abstracted motifs within the Salesforce ecosystem. I used them as standalone forms that had meaning and containers, holding vignettes for storytelling moments. The system gave every team, from environmental to social to video, a shared visual toolkit they could adapt to their own story.