With the Salesforce UX design principles as our guide, our team embraced Clarity, Efficiency, Consistency and Beauty to evolve Salesforce products and brand with new features and modern experience standards. 

Art and Creative Direction, Strategy, Mentorship, Systems Design

Creative Strategy

As an arbiter and keeper of the Salesforce product brand, I helped drive the creative vision for an overall design language and maintain a holistic view of the platform by advocating for systems oriented design. 

Design, Illustration, Storytelling, Workshops


Brand Systems

As Salesforce grows, so does the need to represent each new product, and the teams who support them. Design systems enable companies like Salesforce to scale, and by applying such a system to their existing brand mark, Salesforce can now represent each team and the locations they operate in cohesively, as well as adapt to new needs.

Design, Research, Illustration


Researching cities for an illustration is like a mini-vacation. Here, the Atlanta skyline is seen through the trees of Piedmont Park, a central and familiar gathering place. The peaches in the foreground are a nod to Georgia's identity. Illustrating this made me want to visit Atlanta.

San Diego

For the T&P Summit in San Diego, I researched the San Diego skyline, and incorporated landmark buildings as seen from the coast. Sailing is a prominent part of San Diego’s identity, and the sailboat occupies the foreground space in this classic view of San Diego. 

The Salesforce UX team designs and builds rich product experiences that often begin with wireframes as a base for the experience that follows. Applying a system to the existing Geocloud logo has made it part of a larger family.

Extending the brand, the Salesforce Geocloud logo is shown here in maple wood, TIG welded aluminum, and airplants, as proof-of-concept signage. Exploring interactivity in traditionally static designs helps make the experience tangible and welcoming.

The Salesforce Technology and Product team engineers the systems and products that drive customer success, and it's fitting that the team logo incorporates functional gearing and a belt drive that subtly spells "T+P".

Extending the brand, an early iteration of the T+P logo shown here as a concept of functional and interactive signage, laser cut gearing, in maple and cherry wood, as modeled by Smith Suth.

For Salesforce Einstein, we collaborated with the Salesforce Brand team to transform a Mobius style loop into an atomic representation of the Salesforce cloud. The blue electron, Ellie, represents the Einstein brand at smaller dimensions and in product.

The iconography for Salesforce Einstein shows how a brand system can scale, with iconography that is intelligently calculated by strength of a contact, score of a lead, and where a lead is trending.


Customer Experience

With Salesforce Einstein, Salesforce built AI into their platform, empowering customers in every role and industry to be their best. To support these new patterns, the visual interface, product brand and overall experience needed to feel at home alongside the existing interface, yet complementary, new and desirable. The Salesforce Einstein UI patterns that our team designed are the foundation for the future of iconography, interactions, motion, and depth within the interfaces of Salesforce products.

UI and Product Design, Iconography
Video production:  Bonfire Labs.

See the customer experience in action, and learn more about Salesforce Einstein.


Swag as Craft

At events like Dreamforce, the free items that companies hand out are compulsory. Beyond the standard stress-balls, stickers, and pamphlets that take up space in a suitcase and may never be used, I prefer to focus on items that are functional, useful, crafted and desired. Since sketching ideas is a prominent aspect of application design and problem solving, for Dreamforce 2016, I led the design of a pocket sized Folio, which includes application design tips, postcards of our design principles, a pocket journal, and room to add similarly sized pieces available throughout the event.

Art and Creative Direction
Design: Myles Thompson, Thanh Quach, and myself



Design at Salesforce extends through our product experiences, the swag we wear or produce, and our office spaces and events. The success of Salesforce design is only possible with collaboration and the combined efforts of our designers, brand and marketing teams. From leading workshop style design sessions, crafting narratives around new features, pulling vectors and pushing pixels, or operating as the occasional "Hovering Art Director" — design is never a one-person job, and is a better experience when shared with others. Here is the Salesforce design team making that magic possible.

Using Format