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.
Pulling from past Salesforce events as references and sourcing vector artwork from previous Amazon projects to expedite designs, I worked with a junior designer to execute designs. I also worked with a junior copywriter to develop messaging for all areas of the event.
After developing the kit of parts for the signage, I worked with an external agency to outline signage placement, guide renderings, and setup vision onsite.
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.
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.