Create a compelling and dynamic visual identity for the second annual Salesforce Design Leadership Conference, a day-long forum at the de Young Museum that took place in San Francisco on June 13, 2016.
The theme, World Interrupted: The remarkable effects of disruptive design, focused on design disruption — from blindsiding businesses, to the advent of the smartphone, to revolutionary ride and music services, and to the new “gig” economy.
Since digital experiences are such a large part of our modern lives, we incorporated animated “looped gifs” within the design conference’s visual identity. Each uppercase “D” and lowercase “d” letterform motion graphic symbolized disruption within the conference website and environmental design. These graphics can be seen here: https://vimeo.com/200404885
We took that further and “froze” the respective uppercase “D” and lowercase “d” letterforms as static forms, which appeared on an attendee lanyard, notebook giveaway, and agenda card. Whether embossed into the notebook's linen hardcover, or screened onto a two-layer transparent lanyard card, the various print techniques complemented the animated graphics.
The 2016 Salesforce Design Leadership Conference (DLC) inspired the creative, product, and marketing teams here at Salesforce, as well as contractors and partners, on beautiful and thoughtful design. While the event was created for internal exposure within the company, everyone was captivated by the visual identity. Senior creative and marketing management at Salesforce expressed surprise and kudos.
Our anonymous after-conference survey indicated that the DLC was a rousing success, so much so that we are just finished up a successful 2017 conference.