Dreamforce is the world’s largest gathering of Salesforce customers who are challenging the norm in sales, marketing, service and IT. The conference is built around education, innovation, having fun, networking, and giving back. In 2012, I worked with a small team of creatives at George P. Johnson (an experience marketing firm) to design and produce all of the signage and way finding for this massive event. The challenge was definitely maintaining balance between the event brand, the Salesforce brand and all of the sponsors vying for attention. The result was bright, fun and engaging in a space that allowed attendees to not feel too overwhelmed.
