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.
Each year, I design a limited collection of custom enamel pins exclusively for the ABM Executive Lounge spaces. Attendees have the opportunity to collect these unique pins throughout the year by visiting the Summit Suite or Summit Outpost at Dreamforce, Connections, or World Tours.
