A Growth Line
Small business owners didn’t always see Salesforce as a right-sized partner for their companies. Our mission was to create a campaign, and sub-brand system that would authentically connect with SMB’s.
We landed on an illustration concept and style we called “the growth line”. Working with illustrator Michael Bartolos, we we experimented with color, texture, and varying complexity of illustration, before ultimately codifying a simpler, scalable solution.
Small Business. Big Impact.
In addition to the general awareness campaign, the growth line had a chance to shine as the hero creative for Salesforce’s second annual Small Business Contest.
Partners in growth
The final deliverable for the Growth Line project was a set of guidelines and toolkit for the internal team at Salesforce. Along with the codified the design system we also delivered a library of line-illustrations.
Supporting brand to demand
Following the success of the Growth Line campaign.
Another challenge was how to maintain the spirit of story-telling on a digital experience that needs to be optimized to support ease of transactions.
You are now entering the National Forest.
With storytelling at the heart of the brand, it should come as no surprise that it was an absolute blast to get to make multi-frame banner ads. I worked on the concepts, storyboards, design and production of the banner suites.
Our strategy was to show improbable challenges feats of
Character illustration, animation, and foundational concept created by the incomparable Nate Theis.
