Dreamforce ⁽²⁰²⁴⁾

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, where 50,000 people were in attendance. I also created mobile assets that existed within the Dreamforce App and took some extra finish line and environmental install tasks.

FIGMA, ADOBE ILLUSTRATOR

TIMELINE - 3 MONTHS

DELIVERABLES - PAID MEDIA, MOBILE ASSETS, ENVIRONMENTAL INSTALL

DIGITAL + MARKETING + MOBILE + EVENT BRANDING

^[1] 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.

^[2] 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 :)

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^[3] Extras & Finish Line Work—

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

^[4]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.

Dreamforce (2024)

Dreamforce ⁽²⁰²⁴⁾