We Bring
Salesforce | Integrated Brand Campaign | 2018
VP, Creative Director, Cloud Creative Org
Channeling Ten Product Stories Into One Brand Narrative
THE CHALLENGE
When I joined Salesforce, the brand was fragmented. Product leaders treated their offerings like independent “brands,” each with its own message, look, and goals. Advertising was a free-for-all, managed by competing teams, with no unified narrative and little coordination.
The creative group had the expertise to help—but we were on the outside, and the marketers didn’t yet know what they didn’t know.
THE SOLUTION
The opening came via an unlikely source: Launchpad, a product marketing contest that pitted teams against one another for $1 million in campaign funding. Great idea in theory—except it didn’t involve the creatives or strategists needed to bring any of it to life.
As Creative Director of Clouds, I pulled together a scrappy alliance of partners from Campaigns and Brand. Our goal: transform Launchpad from a competition into a Trojan horse for integration.
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We helped reshape it around a shared strategy—and a shared message. Working with the Brand Strategy team, we created Salesforce’s first Brand Messaging Pyramid. The line that brought it all together? We bring companies and customers together.
We paired it with a simple visual: Astro, our brand mascot, physically connecting a business owner and a customer. No jargon. No complexity. Just clarity.
The system was endlessly adaptable—flexible enough to support every product and vertical, yet unified enough to finally give Salesforce a recognizable voice. And yes: we got all the product marketers to put their wood behind a single arrow.
Results:
Unified fractured marketing efforts across product lines
Created a flexible platform that scaled across all channels and business units
Established Salesforce’s first brand messaging architecture
Replaced brand chaos with a consistent, company-wide narrative
Kicked off the Brand Campaign era at Salesforce
