Salesforce + Trailhead

BRAND DESIGN

• Creative Direction
• Creative Strategy
• Conceptual Development
• Character Creation, Storytelling, and Concept Development
• Illustration

Salesforce is a leading technology company with its own powerful software. But to truly drive adoption, people need to learn how to use it effectively. My challenge was to create the branding and identity for a new learning product that was not only informative but also enjoyable.

Enter Trailhead—the fun way to learn Salesforce. Gamified and engaging, Trailhead is especially valuable for developers, admins, architects, designers, marketers, salespeople, and partners within the Salesforce Ecosystem. Under my leadership, I shaped the creative vision for the learning platform, community, mascots, events, and swag—contributing to the incredible milestone of 100 million badges earned by 11 million Trailblazers (and counting).

The outdoor vibe has elevated not only the product itself but also Salesforce’s entire brand expression, making it more memorable, purposeful, and reinforcing brand loyalty. I also created and directed the storytelling of the company’s brand characters, turning Astro & Friends into lasting symbols of Salesforce culture.

Once upon a time…

Salesforce’s brand expression had become a sea of blue—clean and polished, but arguably indistinguishable from other tech companies.

By developing the Trailhead Design Formula—and infusing it with Astro’s charm—the team crafted a visual language that captured the company’s approachable, adventurous spirit. The result? A bold, distinctive brand expression that stands out from that sea of sameness and feels unmistakably Salesforce, both 10 years ago and today.

Making the Trailhead Special Sauce

We Made Learning Fun

Trailhead makes learning fun by combining interactive, gamified experiences with vibrant visuals and an approachable tone. The characters add personality and charm, making the learning journey feel even more engaging and relatable.

We Celebrate With You

With badges, points, and challenges, Trailhead helps learners track progress and show off their skills. Superbadges and certifications take it even further. Whether you're changing careers or leveling up, every achievement is something to be proud of. And if you're not there yet? A helping hand is always close by.

We Love Trailblazers

Trailhead didn’t just grow the Salesforce community—it united it. Focused on shared purpose and belonging, it created spaces where Trailblazers—customers, partners, makers, and employees—could connect, grow, and support one another.

Brand Elements

As Trailhead’s creative leader, I empowered teams across the company to express the brand with clarity, confidence, and heart. The good vibes—combined with the joy of learning—energized both the ecosystem and the company culture, creating an environment full of fun, purpose, and momentum, while driving growth and success with every interaction.

Team Trailhead Creative: Paul Antonson, Elle Cardenas, Ruby Castro, Kim Cervantes, Jonathan Chan, Chris Fox, Mark Geyer, John Goldie, Jacquelyn Halpern, Helen Hosain, Teddy Lewis, Larry Miller, Marina Nattinger, Theresa Oh, Diane Sangster, Amanda C. Sun, Amanda Vo, Molly Wu, Ray Yuen

Special thanks to Joshua Birk, Chris Duarte, Colin Fleming, Sarah Franklin, Lauren Grau, Kris Lande, Scott Larson, Jacob Lehrbaum, Paul Rogers, Mike Rosenbaum, Adam Seligman, Adriana Sesana, Brian Steely