Salesforce
Art Direction Visual Identity Illustration Motion Graphics Design
Overview
Salesforce helps businesses manage all types of relationships — whether it's with loyal customers, potential clients, or suppliers. It keeps companies connected, simplifies processes, boosts efficiency, and drives growth.
My Role
My responsibilities at Salesforce include art direction, designing brand systems, and overseeing both print and digital assets for events and audience personas. This entails creating end-to-end visual identities, experiences, and systems for key channels: web, broadcast, onsite, and social media.
Events
From 2017 to 2024, my role as a creative lead has been primarily focused on our developer conference, including TrailblazerDX. This expanded to developer-related events, contributing to Dreamforce, the AI NOW Tour, and other global experiences.
My responsibilities have included conceptualizing event themes and establishing art direction. By designing style guides and toolkits and providing guidance to creatives and vendors, we successfully scaled creative across multiple channels.
Branding
Beyond events, I led the creative development of visual identities for our key audiences—Developers, Admins, and Architects—while consulting with other teams.
Through user interviews and surveys, we uncovered defining characteristics that shaped a visual language tailored to each group.
The result was a set of style guides and toolkits, covering illustration, design layouts, and templates. These resources empowered internal marketing teams to create and scale materials independently or with vendors, under my guidance.
