Digital Brand

Dreamforce is more than a conference. It’s an annual homecoming for Salesforce’s global community of Trailblazers. Not only that, it is the most prolific collection of notable speakers and business experts assembled, year in and year out. We partnered with Salesforce to develop the digital brand, design system, demand gen emails, and an immersive registration site, with the goal to capture the magic of Dreamforce, drive registration, and help attendees from around the world prepare for the big event.

The overarching theme for the digital experience shined a light on our heroes—Salesforce employees, customers, and lovable brand characters. The metaphor of a spotlight was applied to the registration site, on which we used large cropped shapes to reveal individuals and/or scenes from the in-person event. We leaned into a fresh, bright, and bold color palette so as to emphasize the energy and vibrancy of Dreamforce.

The concept was translated into key page expressions for both the site and the mobile application. Design was documented through a robust, flexible, design system, enabling scalability across event communications and products, while also providing guidance for development.

Agency

Instrument

Role

Associate Design Director

Creative Direction

Steve Mahn

Design

Will McCloskey

Index