AUDIENCE DESIGN
Trailblazer Community: Salesforce Developers, Admins, and Architects
• Creative Direction
• Creative Strategy
• Conceptual Development
• Character Design and Storytelling
Developers aren't interested in marketing jargon—they seek deeper, more meaningful conversations. They want to understand how a platform works and how they can build on top of it.
With that mindset, I led the brand evolution from DeveloperForce to Salesforce Developers, helping grow the community to over 3 million members globally. By working closely with internal stakeholders and community teams, my team developed a unified brand system that not only supported Developers, but also Admins, Architects—and later, Designers.
That maker momentum sparked the creation of Trailhead, the 14 million-strong Trailblazer Community, and the global TDX Salesforce Developers Conference.
Because the Salesforce Ecosystem is alive and growing 24/7, the creative solution is based on time of day. The roles within the ecosystem are interdependent and therefore share common elements (photography, line art accents, shapes/patterns; etc) across a day to night palette. Each time of day has a special connection to the Maker and with each other.
Because of these makers, we created characters. Astro was originally designed to inspire Developers, and then along came Codey. Cloudy has always been for Admins, and Ruth for Architects. By aligning each character with a persona instead of a product, the connection becomes more meaningful—it recognizes the community as active participants and keeps Trailblazers at the heart of everything the company does.
Creative Team: Juan Pablo Andaluz, Pilar Cabrera, Jonathan Chan, Helen Hosain, Teddy Lewis, Aracely Patiño, Luis Ramirez, Diane Sangster, Brian Steely, Amanda C. Sun, Amanda Vo