Community Brand Identity System
The Background
Salespeople are competitive by nature, but they also want to learn, share, and grow. The question was whether that community could be built intentionally. Salesblazers was the answer. A space built just for sales professionals, from aspiring reps to seasoned leaders, to learn new skills, connect with peers, and build their careers. It launched with zero members. Three years later, it has 39,000.
My Role
I helped build the Salesblazers design system from the ground up, a visual identity adjacent to Salesforce's brand but with its own personality. Working closely with copywriters, designers, PMMs, and community members under the direction of our creative director, I helped interpret the vision and make design decisions that would resonate with a sales audience specifically.
Every great community needs a face. We pitched several ideas. A lion, fierce and competitive? Too aggressive. A flying squirrel, nimble and quick? Getting warmer. I pitched Cash the Cow, a highland cow whose bell rang every time she made a sale. The other top contender was Zig the Zebra, futuristic and confident. Once both rose to the top, we brought in illustrators to develop the personality and look of each character before putting it to a vote.
The community voted and Zig won. With a character selected, the next step was introducing her to the world. Working alongside a copywriter to shape her story, I art directed the storyboard for her intro video, working from the illustrator's poses to plan out each scene and sequence how she'd appear on screen for the very first time.
With the identity and character in place, we rolled out the full Salesblazers brand across every touchpoint. Pops of color, new iconography, and a warmth that felt human rather than corporate. From the website and Slack to paid media, events, email, and member toolkits, everything had to feel cohesive and distinctly Salesblazer.
Salesblazer Day Zero kicked off in San Francisco at the Salesforce Tower. Hundreds of newly crowned Salesblazers gathered to learn, connect, and celebrate the start of something new. It was the brand come to life in a room full of real people.
The Team
Creative Directors: John Ilang-ilang, Jessica Keller
Art Directors: Jonathan Vornbrock, Jocelyn Hinkle, Caitlyn Schloneger
Copywriters: Caleb Couturie, Ryan Plummer
The Results
From zero to 39,000 members in three years - one of Salesforce's fastest-growing community initiatives.
Best Content Marketing Launch Winner - Salesblazers, 2024
Best Content Marketing Program Winner - Salesblazers, 2024