Salesforce Holiday Mailer – A Thoughtful Executive Gifting Experience
ROLE: ART DIRECTOR
Yearly, the Salesforce ABM Creative team is tasked with curating, designing, and managing the delivery of an elevated executive holiday direct mail campaign. For this campaign, we designed a high-end, purpose-driven holiday mailer to provide executives at top accounts with a unique and meaningful seasonal experience. Our goal was to curate gifts that were not only luxurious and thoughtful but also sustainably sourced—featuring certified B Corps and brands with charitable initiatives, ensuring the gifts kept giving beyond the holidays.
The mailer embraced the theme of "Cozying Up for the Holidays," encouraging recipients to pause, slow down, indulge, and express gratitude. Each element was carefully chosen to evoke warmth and connection, including custom-designed holiday cards that invited recipients to reach out to loved ones after a long year. A foldable insert linked each gift to Salesforce’s core values, reinforcing the deeper significance of the experience.
The packaging design elevated the unboxing moment, blending luxury with seasonal comfort. Rich pine greens and gold accents added an elegant touch, while subtle Salesforce character illustrations peeking through windowpanes infused a sense of whimsy without overt branding.
More than just a gift, this mailer served as a personal touchpoint for key customers, strengthening relationships, sparking meaningful conversations, and reinforcing Salesforce’s commitment to values-driven engagement.
