TrailblazerDX
My Role
TrailblazerDX, formerly TrailheaDX, is Salesforce's flagship developer conference, bringing developers, admins, architects, partners, and IT leaders together across the Salesforce, Slack, MuleSoft, and Tableau communities.
I've served as design lead since 2017, setting the art direction and brand identity and leading a core creative team spanning copy, art direction, design, production, and motion, while overseeing strategy and approvals across workstreams in demand gen, environmental, broadcast, keynote, activations, area programming, and social. Each event begins with a brief. I contribute ideas that help shape the concept, then bring it to life through art direction and design, aligning SVP-level leadership on the direction before moving into production across cross-functional teams and vendors.
Art Direction & Design Lead
A consistent thread across every year has been finding ways to bridge Salesforce's technical communities into one cohesive experience, using environmental design to guide that experience physically: lighting, material, and spatial motifs shift as attendees move through the space, turning the venue itself into part of the brand story.
Previous Developer Events
