From 2020 to 2022, my team at Instrument focused on the Salesforce business. Below is a small sampling of the many projects we completed during this time. I'll offer you many more words if we chat in person.

Salesforce+

Today the CRM giant announced it was taking a leap into streaming media with Salesforce+, a forthcoming digital media network with a focus on video that, in the words of the company, “will bring the magic of Dreamforce to viewers across the globe with luminary speakers.” (Whether that’s a good thing or not is in the eye of the beholder.)Over the last year, Salesforce has watched companies struggle to quickly transform into fully digital entities. The Slack purchase is part of Salesforce’s response to the evolving market, but the company believes it can do even more with an on-demand video service providing business content around the clock.Salesforce president and CMO Sarah Franklin said in an official post that her company has had to “reimagine how to succeed in the new digital-first world.” The answer apparently involves getting the larger Salesforce community together in a new live, and recorded video push.

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Salesforce 360 Blog

In early 2020, Salesforce launched an organizational effort to ensure every marketer adopted a content mindset. Their trusty blog, slightly overdue for a spruce-up, was slated to be the central publishing channel for the effort.

With the goal of bringing The 360 Blog into harmony with the Salesforce design system, we created a dynamic and immersive reading experience, including bigger, bolder images, more white space, and a lot less clutter.

We created new visual guidelines to steer our content creators away from stock imagery tropes and toward truly resonant photography to accompany each article. And with the help of the cast of Salesforce characters, our creative team found inventive ways to bring brand magic into the blog design.

Customer 360 Finder

With its massive growth, Salesforce offerings have similarly grown to provide solutions for nearly every type of business on the planet. But how do businesses know which products are right for them? We approached this question through a strategic lens that thoughtfully considers the prospective customer’s exploration and discovery path – identifying key factors that define their needs. We integrated this logic into an experience that takes users on a journey of discovery – offering them a glimpse into the power of Salesforce, while also helping them narrow their search by personalizing product recommendations to their unique needs.

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