Amazon Day at Salesforce – Event Design & Experience
ROLE: ART DIRECTOR + CONTRIBUTING DESIGNER
Responsibilities: Agency Management, Wayfinding & System Design, Activation Ideation + Vendor Management, Onsite Art Direction
Annually, the Amazon team at Salesforce hosts Amazon Day, a multi-day event focused on partnership, learning, and innovation. As the event designer, I was responsible for developing a cohesive event theme and translating that vision into an immersive experience.
I collaborated with an event agency to create detailed visual plans for the event space, selecting furniture, decor, and staging elements to ensure a seamless aesthetic. I art-directed all wayfinding and signage, ensuring clear navigation and brand consistency throughout the venue.
In partnership with my copywriter and design team, I led the creation of digital demand generation assets, including a high-impact landing page and multiple email campaigns. Additionally, I curated unique food activations by identifying and coordinating with local vendors, enhancing the attendee experience with engaging culinary moments.
Onsite in Seattle, I managed event execution, overseeing vendor coordination, directing our event photographer, and ensuring a smooth run of show—from setup to breakdown. My role was pivotal in delivering a visually compelling, well-organized, and engaging experience for attendees.
I art directed and collaborated on the design of the event design system, including a range of meterboards such as directionals and wayfinding signage, table signs, easel signs, and ancillary print material.
Working with an external agency, I led art direction for wayfinding and renderings.
Per the brief, I provided suggestions for swag and worked with an external vendor to secure merchandise. I also art directed and provided design support on ancillary pieces, like these custom plushie tshirts.
As part of the brief, I also developed onsite activation options, coordinating with local vendors and serving as the liaison between our event agency, venue, and internal partners to bring in a gelato cart, a custom cotton candy vendor, and a coffee cart.