Salesforce needed scalable, organized, robust sub-branding guidelines for internal teams, events, and other initiatives. This was important as it set the tone for similar goals in the company’s public-facing initiatives.

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If you want to build a consistent brand, sometimes the best way is to lay the foundation by transforming company/team culture and preaching by example while trying things first internally. Internal teams were recruited, evangelized, and made champions for the effort.

With the help of Salesforce’s creative director Todd Matthews and all their internal customers’ input, we were able to prove that a scalable, modular, and consistent visual language was still able to express the multiple intended messages of internal teams and initiatives. Later on, we moved these successful processes & architecture to public events.‍