Salesforce / Dreamforce ‘22

Capturing the Magic
of Dreamforce

Experience Design Event Marketing Digital

Dreamforce is more than a conference—it's an annual homecoming for Salesforce's global community of Trailblazers. While the in-person event is known for its energy, spontaneity, and sense of connection, the digital experience struggled to capture that same feeling.

Salesforce partnered with Instrument to reimagine the Dreamforce digital brand and registration experience. Our challenge was to translate the excitement and optimism of the live event into a digital-first ecosystem, creating a more engaging experience that celebrated the people, stories, and ideas at the heart of Dreamforce.

Spotlighting our heroes

At the heart of Dreamforce is its community. The overarching theme for the digital experience shined a light on the people who make the event special—from Salesforce employees and customers to keynote speakers, Trailblazers, and beloved brand characters.

The metaphor of a spotlight was applied throughout the registration experience, using large cropped shapes to reveal individuals and scenes from the in-person event. Combined with a bright, energetic color palette and flexible design system, the visual language helped translate the excitement of Dreamforce into a scalable digital experience spanning the website, mobile app, event communications, and supporting products.