Dreamforce 2022 – Executive Experience Lounges
Role: Art Director, Designer
As part of the Dreamforce 2022 creative team, I led the visual and experiential design of two exclusive meeting spaces tailored for executive-level attendees. These lounges were envisioned as elevated environments where guests could relax, recharge, and meaningfully connect away from the main conference energy.
I spearheaded the concepting of immersive activations, focusing on ways to create purposeful engagement with a local impact. After developing a range of activation concepts, I pitched them to senior leadership, gaining buy-in for a custom screen-printing experience. We partnered with Fill It Forward, directing proceeds from on-site bag sales to local water conservation efforts. The bags were ethically sourced Notabags made from recycled plastic bottles, and I designed each screenprint to reflect Dreamforce’s brand while championing values-based storytelling.
Beyond activations, I collaborated with our events vendor to design a fully functional barista bar, thoughtfully selected all lounge furnishings—including rugs, furniture, and décor—and mapped out the complete spatial layout. I also art directed all wayfinding and signage in partnership with our design and copy teams, ensuring brand alignment across every touchpoint.
Experience Floorplans
Collaborated with GPJ to develop a functional and inviting floor plan, art directing layout and SEG wall flow to ensure a cohesive guest journey. Designed dedicated zones for a barista bar, screen printing activation, and caricature artists to create an engaging, well-balanced space.
Collaborated with GPJ to develop a functional and inviting floor plan, art directing layout and SEG wall flow to ensure a cohesive guest journey. Designed dedicated zones for a barista bar, screen printing activation, and caricature artists to create an engaging, well-balanced space.
Custom Notabag Designs
I designed the screenprint artwork using Dreamforce line art to reflect values-based storytelling and support local water conservation efforts in partnership with Fill It Forward.
I designed the screenprint artwork using Dreamforce line art to reflect values-based storytelling and support local water conservation efforts in partnership with Fill It Forward.
