Role: Art Direction and Contributing Designer
Brief
Create an intimate, high-touch experience designed to strengthen relationships, drive customer success, and grow business impact. With a $1.8M budget and $40K-$55K allocated for activations, the space needed to accommodate 700 Director-level attendees from top 125 accounts—key influencers and decision-makers instrumental in project implementation and deal acceleration.
Deliverables
The experience featured a seamless welcome desk, open workspaces with bistro-style tables, a flexible lounge for keynote viewing and live discussions, and a semi-tented outdoor area for networking and relaxation. We also designed multiple bookable meeting spaces, including both semi-private and fully private rooms. A values-driven activation aligned with Salesforce’s AI+Data+CRM story provided an opportunity for attendees to give back. To enhance the experience, we incorporated an all-day barista bar with personalized beverages alongside breakfast and lunch service.
My Role
I led discussions with our event agency, Freeman, guiding the art direction for all fabricated elements. I established the graphics plan, ensuring cohesive branding throughout the space, and directed the production of all signage. Additionally, I designed ancillary print and digital materials while overseeing copy and design execution across the experience.
I led discussions with our event agency, Freeman, guiding the art direction for all fabricated elements. I established the graphics plan, ensuring cohesive branding throughout the space, and directed the production of all signage. Additionally, I designed ancillary print and digital materials while overseeing copy and design execution across the experience.
