CHARACTER DESIGN
Astro & Friends
• Creative Direction
• Creative Strategy
• Character Storytelling and Concept Development
• Mascot Costume Creation and Oversight
• Character Swag Creation and Oversight
I've led the creation for most of the Salesforce Characters, including Astro Nomical, Salesforce's beloved brand mascot, guiding every iteration from astronaut to raccoon, lion, and unicorn - and most recently, AI agent.
Astro is your guide to Salesforce, embodying a beginner’s mindset focused on doing business while doing good. They inspire people to dream big and become who they dream to be. And help Salesforce stand out within a sea of sameness. Because of this impact and its presence, Astro's brand value is worth billions.
I enjoyed creating a world for Astro and all of their friends. Their presence sparked a brand revolution and helped to ignite a powerful community movement. Their impact is unmistakable—woven into every part of Salesforce, from marketing and events to offices, stickers, and plushies. These characters embody the brand’s spirit so deeply, it’s hard to imagine the company without them.
Meet the Characters
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Astro Nomical
Your guide to Salesforce. Curious and always up for an adventure on the trail.
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Codey the Bear
Representative of Salesforce Developers. Fearless in the face of challenges.
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Cloudy the Goat
Representative of Salesforce Admins and all things Cloud.
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Einstein
Representative of AI Innovation at Salesforce and Genius in Residence.
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Ruth the Elephant
Representative of Salesforce Architects and a total boss.
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Appy Camper
Representative of AppExchange and a DIY kind of Bobcat.
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Earnie Badger
Representative of Trailhead. Loves to learn and earn badges.
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Hootie McOwlface
Representative of Trailhead Academy. All about the certifications.
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Blaze the Wolf
Representative of Customer Success. Knows the way forward and will help you get there.
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Flo the Flying Squirrel
Representative of Salesforce Flow. A total Flownatic.
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Max the Mule
Representative of MuleSoft, Muleys, and IT Specialists. Your integration superhero. Created by MuleSoft, updated in 2024.
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Genie the Rabbit
Representative of Salesforce Genie and later, Data Cloud. Bringing data-driven sparkle to everything they touch.
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Brandy the Fox
Representative of Salesforce Marketers. Here to capture memorable moments.
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Koa the Dog
Representative of Koa Club. Chief Love Officer, always by your side.
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Zig the Zebra
Representative of Salesblazers. A trusty sidekick to help make deals happen.
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SaaSy
The Original. Representative of the End of Software. Created by Bruce Campbell.
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The Agents
Representatives of Agentforce. Created to execute specialized tasks that help employees and customers.
Made with purpose
Each character has a big job to do. They represent personas, products, and technologies found within the Salesforce Ecosystem, offering a peek into life inside and outside the company. Together, they tell the story of Salesforce.
Astro’s story highlights how a simple, creative idea can transform into a powerful brand asset, connecting people with Salesforce in a fun and engaging way.
Bringing them to life required collaboration with talented illustrators, animators, 3D artists, and agencies. I poured passion into creating each character, plushie, and mascot costume. I’m proud to share that I authored one of Salesforce’s most popular blog posts, and that the book created about these characters won an award.
Creative Team: Paul Antonson, Harnick Atur, Jonathan Chan, Orme Dominique, Colin Fleming, Lily Glass, Derek Johnson, Yannan Connie Kang, Jack Kim, Scott Larson, Shirleen Lavalais, Dave Lentz, Vanessa Ng, Cory Pulliam, Paul Rogers, Amanda C. Sun, Caitlin Tartaglia, Rochelle Truong, Lawrence Wyatt, Ray Yuen
We Bring Campaign props to Colin Fleming, Scott Larson, Carl Loeb, Jessica Bognar, Paul Nowikowski, and John Ilang-Ilang
Special thanks to Marc Benioff, Sarah Franklin, Parker Harris, Citron Haligman, and all the Trailblazers who believe in magic