Role & Creative Ownership
I independently developed the visual concepts, selected stock photography, sourced and integrated illustration elements, and executed final designs for this major push for new content on the Salesforce blog. The visual direction and aesthetic decisions were fully guided by the Salesforce brand expression, and I executed with close collaboration with the accounts team concept through delivery.
Brand Expression & Visual System
Salesforce’s brand expression blends polished enterprise credibility with approachable illustration. Each hero required marrying photography and illustration in a way that felt seamless rather than an afterthought.
With 80+ unique entries, consistency was critical. I used the Saleforce brand expression to develop a flexible visual framework that standardized structure, color usage, and illustration treatment while allowing each topic to feel distinct and tailored to its content.
Scale & Production Discipline
The volume of blog graphics demanded operational rigor. I developed repeatable layout systems that allowed for efficiency without defaulting to generic templates.
This ensured speed and consistency across the rollout while maintaining a high level of craft. Every asset needed to stand alone while still feeling like part of a cohesive content ecosystem.
Long-Form Infographics
In addition to the blog heroes, I designed two long-form infographics. These required translating complex enterprise subject matter into structured, digestible visual narratives.
I defined hierarchy, iconography, data visualization styling, and pacing throughout each piece. The goal was clarity first, supported by brand-aligned design decisions that reinforced credibility.
Strategic Context
The scale of this content rollout aligned with broader shifts in enterprise’s push toward strengthening owned media. As AI began to reshape traditional search behavior, major brands (Saleforce included) have invested heavily in authoritative, high-volume content to reinforce domain strength and stabilize organic visibility.
While my role focused strictly on visual execution, the production volume and consistency supported a larger growth marketing objective. Strong, cohesive visual systems elevate perceived authority and reinforce trust across expansive editorial libraries.
Outcome
My contribution concluded upon final asset delivery, but the impact lives within Salesforce’s ongoing content engine. The work established a durable visual system capable of supporting continued expansion without sacrificing brand integrity. The result was a cohesive body of work that strengthened brand consistency at scale and supported a larger strategic content investment.
