Brand Evolution — Agentforce Sales
The Background
Salesforce underwent a significant brand refresh, moving away from lush illustrated characters and foliage toward a more tech-forward aesthetic built around glass elements, 3D emojis, and AI-inspired motion and texture. The new system was developed by an outside agency and handed down to internal product teams to implement across all existing work. On top of that, our product was rebranded from Sales Cloud, a name 26 years in the making, to Agentforce Sales, bringing its own challenges in maintaining audience trust and recognition through the transition.
My Role
Serving as a bridge between a top-down brand directive and the day-to-day reality of the Agentforce Sales product team, I helped interpret incomplete guidelines and made judgment calls about how the new aesthetic should look and feel for our specific audience. I led the first major campaign rollout of the annual State of Sales Report, the first time the team implemented the new brand end-to-end across an eBook, social ads, and display banners, while helping build a system the team could execute against across every format we regularly shipped.
The State of Sales Report was our first end-to-end test of the new brand, spanning an ebook, social ads, and display banners.
The shift was significant from 2025 to 2026.
