Dreamforce

Dreamforce is an annual event that brings together the global Salesforce community for learning, fun, community building, and philanthropy. Clari hosted a 2 day in-person branded event at Terra Gallery in San Francisco that required printed wall murals, on-site video production, swag, out-of-home advertising and digital campaign assets.

The Clari Creative Team was approached to work on a completely new branding campaign to support a live in-person event at Dreamforce. It was a unique opportunity that brought our fully remote team into the office for a 3 day creative workshop to put our heads together and come up with a fresh new take on our established brand.

We spent that time exploring various different creative directions for the campaign. Ultimately we agreed upon the direction that you will see in this case study. The in-person event turned out to be a massive success and the Clari Leadership Team was so impressed by the branding from the event that it led to a company re-brand using the elements from the campaign.

PROJECT COLLABORATORS

Jessie Edwards
Creative Director

Jessica Louie
Senior Designer

Jess Hardy
Digital Designer

Meaghan Sandtorv
Digital Designer

Clari wanted something Confident, Motivational, Badass, Deliberate & Professional. Creative that stood out among a sea of B2B noise.

Campaign Exploration

During our 3 day creative workshop, we explored 5 different themes/directions we could use for this campaign. Running Revenue, Stopping The Leak, Spotting What’s Missing, Clari Photography Focused, and Clari Keyart Focused. As a team we worked together fleshing out each idea to a point where we had 5 solid directions to pitch to the Clari Leadership Team.

We took many learnings away from this process, but one of the most important was the value of the pitch. We prepped as a team for the pitch; having run-throughs and critiquing each other’s presentations of our concepts. We knew from a creative standpoint that no matter which concept was chosen by leadership, this campaign would be successful.

Our Bold Direction

The direction that was ultimately chosen was the boldest option of the bunch and was so different than what the Clari brand was previously. At the time of this campaign, Clari was trying to differentiate themselves from their competitors by switching from B2B branding and messaging to B2C. They wanted something Confident, Motivational, Badass, Deliberate & Professional. B2C Creative that stood out among a sea of B2B noise.

Futura was chosen as our campaign font. It was the perfect pairing for our bold direction that we were heading in. For color, we chose to lean into the Clari Teal. In our research we found that, just like we had been leaning heavily into blue for years as our primary brand color, so were our competitors. The teal allowed us to instantly stand out. We also loved the parallel between a green shade and the fact Clari is a company focused on running revenue.

The Real Work Begins

The Creative Team came up with a strong concept that Leadership loved. But then the real work started. We were responsible for many deliverables in a variety of mediums. This included a 24,000 sq. ft. event space, wearable swag, out of home billboards & trucks, digital ads, social media and video assets.

Coordinating cross-departmentally with our Clari team as well as a handful of external vendors for the event and campaign proved to be a big task but on the day of the event everything went off without a hitch. The turnout at the event was great and the positive feedback we received on the work we did was phenomenal.

Putting things in motion

Adding movement was the final cherry on top for the campaign. We used this opportunity to create a few animated GIF’s for use as transitions between video content.

On-site at the event we had a video crew filming customer testimonials, b-roll, and presentations. We were able to film and edit over 14 customer testimonial videos for our marketing team to utilize.