InterCon at
Dreamforce '24
The InterContinental Hotel was Salesforce's executive space at Dreamforce 2024, hosting keynote and breakout sessions, lunch programming, and the AI Beanery coffee activation across five floors. I was the solo creative lead, working with the events team and agency partners on planning, logistics, and full creative execution from the illustration system and environmental graphics to wayfinding, digital signage, and motion content.
Role: Senior Designer · Solo Creative Lead, InterCon
Client: Salesforce / Dreamforce 2024
Venue: InterContinental Hotel SF
Scale: 45,000+ in-person attendees, Global digital audience
Disciplines: Environmental Design · Brand Identity · Experiential · Wayfinding · Digital Signage · Illustration Direction · Print
Year: 2024
Scale & Environment
Theme Development
"I pitched a Biodome.
They said yes."
Salesforce's brand world is rooted in national parks and nature, but translating that into a floor-by-floor spatial experience for an executive venue required a concept. I pitched three ideas to executive leadership and the approved concept organized the hotel around a Biodome, where each floor became its own distinct landscape.
Working within the Dreamforce brand system, I revised and extended the existing illustration library, introducing Agentforce characters and new environments across each floor. Murals, cascading waterfall stickers on the staircases, mirror cling selfie moments at the elevator kiosks, and motion video and signage at the AI Beanery all came together to create one cohesive world.
Large-Scale Environmental Graphics
Wayfinding & Signage System
AI Beanery - Experiential Activation
