The Salesforce Foundation was the philanthropic wing of Salesforce. Although a 501c3, they provided software solutions to universities and nonprofits.
They held their first higher education conference in 2014 and needed to brand the event.
The marketing team was tiny, and I was the only designer within the Salesforce Foundation. It was my job to brand the event and produce the collateral. Needles to say, I had limited time and resources to do it.
I designed the logo with a broad Southwestern aesthetic in mind. Its sharp, geometric style is a nod to regional Native American art. The colors are representative of the beautiful Arizona desert landscapes.
I used VAG Rounded since this was the primary display type used by Salesforce at the time.
I wanted a bright, warm palette that felt harmonious with the event space itself. So, I defined a color palette from this photo of the campus building where the event took place.
The printed event collateral included an agenda brochure along with many 24x36 posters. These included welcome, registration and session posters.
I designed a hero image to advertise the event on Salesforce Foundation’s home page. I also designed and coded the emails used to promote the event.
My team wanted a fun infographic to recap the event's impact. I used colorful illustrations to tell the story. The different measurements of success interact with the artwork in a whimsical way.
