︎ DESIGN︎ PHOTOGRAPHY︎ &MORE︎

︎︎︎

︎dreamforce 2024

SALESFORCE + MARKETING + MOBILE + EVENT BRANDING

(Figma, Adobe Illustrator) | 3 MONTHS

Overview:

I had the incredible opportunity of working on Dreamforce 2024 during my summer internship at Salesforce creating marketing collateral, mobile graphics, and other digital works. I worked within the Events and Experiences team, creating marketing collateral prior to Dreamforce, incentivizing ticket sales, through ads on platforms like Instagram, Facebook, LinkedIn, and websites like Business Insider and Forbes. These ads went live throughout my summer and tight deadlines were instated to push them out with the intention of garnering sales for the event that occurred in September. 50,000 people were in attendance.︎

I also collaboratively designed graphic assets for the Dreamforce mobile app, working to replace existing UI frameworks with the new Dreamforce 2024 branded graphics, for welcome screens, navigation and more. Navigation graphic creation involved making individual tiles that were navigable providing Dreamforce site maps, scheduling/personal agendas, badge pickup information etc. This app was used by most attendees as a means of better navigating the event.

I lastly picked up some odd-end design tasks to take over the finish line, like an email design announcing speakers, some Salesforce+ thumbnail graphics, and lastly and my personal favorite, an environmental mural that went up on Moscone West, as a decal across a section of windows.

Deliverables:

︎marketing collateral, social media + web
︎mobile graphics for screens + categorization
︎email
︎Salesforce+ graphics
︎environmental mural

Marketing Collateral:

I started off creating marketing collateral for Dreamforce, getting the word out to potential customers about what the event can offer them. I utilized Dreamforce 2024’s branding consisting of framing elements, stacking nature silhouettes tree textures and character illustrations within small square modules, and a bright-toned color palette. When experimenting early on, the initial style guide utilized physical wayfinding and banner designs and I found modules harder to stack when expanding outside of the banner specs in a digital context. That led me to create ads with modules floating in a sky composition with clouds obscuring part of the last module to have it actively integrate with the background.

Dreamforce Mobile Graphics:

I collaboratively created graphic assets for the mobile application used during Dreamforce by attendees as a way of navigating the event. These assets included welcome screens, navigation, thumbnails and tiles used to organize personal event info. Tagged teamed with and expertly lead by Albert Chung :)

welcome screens, navigation, featured session page

live session audio thumbnails for when attendees can't make a session

ads within mobile to prompt attendees to utilize app features

Extras & Finish Line Work:

I did a few bonus projects, one of which included graphics for the Salesforce+ website and I took some incredible designs by creatives on my team across the finish line when needed.

Moscone West Window Mural:

I also had the chance to try my hand at an DF environmental project tackling the 4th St lower windows graphic for Moscone West.

graphic created with illustrations by Paul Antonson, centering on inspiration mountain

Implementation of Design Strategy:

From a designer standpoint my strategy of decoupling elements and creating the floating module, while a small compositional decision, was put in the official style guide handed off to all designers at the company working on Dreamforce! My strategy was used by other designers when making assets for Dreamforce, which was really cool to see.

︎hi i’m saum!