I defined the visual language for Agentforce, creating a system of color, type, and UI stylizations that signaled a shift into the agentic era. Moving beyond the established “National Parks” aesthetic, I built a more technical, modern look designed to earn the trust of enterprise users. The resulting style guide provided a unified framework for thousands of assets, ensuring high-performance design at a global scale.

To introduce Agentforce to the world, I art directed sizzle reels and intro videos produced in partnership with the agency Thinkmojo. In addition to defining the visual direction, I contributed script concepts and storyboards, translating the brand’s visual language into motion. Combined, the sizzles and accompanying campaigns have over 5 million views across social channels.

Before any asset went into production, the visual language was pressure-tested through an extensive concept development process. These style frames represent the thinking behind the system: early explorations of color, light, and compositional logic that ultimately shaped every deliverable across the campaign. They document the evolution from Einstein Copilot’s visual vocabulary into the fully realized Agentforce identity, and reflect the creative decisions that gave the brand its coherence at scale. Agentforce introduced a new color into the brand palette of Salesforce: Electric Blue, a bright, high-saturation color perfectly suited for eye-catching digital display.

I adapted the Agentforce visual system for its global digital rollout, designing banner ads, enablement graphics, and a suite of campaign assets. The system was built to be modular, ensuring the brand stayed sharp and consistent across thousands of different sizes and digital formats, regardless of the audience or context.

I wireframed and designed dozens of pages and blades across salesforce.com, including placements on the Salesforce homepage as well as dedicated Agentforce product and campaign pages. As Agentforce represented a truly transformational moment for Salesforce, Agentforce.com launched with a teaser webpage that evolved into a full marketing ecosystem with a completely unique page structure that would help new customers understand the purpose, mechanism, and value of AI agents. Agentforce.com remains a living ecosystem showcasing every new feature, development, and customer story, spread across many individual product detail pages.

One of the more technically nuanced aspects of the project was developing a visual language for representing the Agentforce product interface in marketing contexts. These weren’t literal product screenshots, but artistically abstracted representations designed to communicate capability and sophistication while remaining visually cohesive with the broader brand. This stylization was adopted by teams designing product UI hooks, keynote graphics, and event visuals across the organization.

Dreamforce is Salesforce’s largest annual event and one of the biggest tech conferences in the world. Agentforce’s presence there demanded design that worked at architectural scale. I created art direction for Dreamforce activations that translated the brand’s visual language into physical space, setting the tone for how tens of thousands of attendees would experience Agentforce in person. Many of the activations and structures could be repurposed for other events such as connections and world tours.