I led the logo redesign for Torch Coaching, collaborating with CMO, Lauren Grau, to create a modern, impactful design. The goal was to refresh the logo and icon, while also developing detailed brand guidelines. The project was completed in a month with minimal revisions, thanks to strong communication with the marketing team.

Their vision was to highlight "Torch" in the logo, making it bold and modern. Inspired by their website's organic elements, I added a flame-like "T" to represent the torch theme. For the typography, we selected the bold Lufga font, adjusting its edges and thickness to create a stronger, more approachable identity.

For the icon, we refreshed the design by incorporating the new "T" from the logo, with the sparks, and placing it within a rounded, more approachable square. This allowed the sparks to have ample space, ensuring the design felt balanced and not overcrowded.

Trailhead Astro evolved from the original Astronaut Astro from Salesforce Developer Week 2015, reimagined as a mascot for Trailhead. I designed Trailhead Astro, whose non-binary identity reflects Salesforce’s values of diversity and inclusion. This inspired the creation of a whole universe of new versions and characters, expanding the mascot family and strengthening our connection with the community.

With characters, come poses. I was given the opportunity to create multiple interactions, postures, outfits, activities, etc. to fulfill company asset needs.

These were creations for 2015-2018's Halloween campaigns, as well as, for the rest of the company to use to celebrate.

Yeti Astro was used for winter social banners to promote Trailhead modules that came out in winter 2015 and the holidays.

This is the original Astro created for Developer Week in 2015 by Rochelle Truong and from there I created many additional personas. While still using Astro in an astronaut costume for the developer community, this specific scene was used for an Salesforce Admin Personality Quiz in a summer campaign.

In this persona as part of the Salesforce Admin personality quiz, I created a "curious Astro" being a scientist.

This creation was reserved for an internal company event and created to bring the fun of Astro to those events.

This version of Astro was created for the team's Lightning Now tour that started in March 2017. These events held workshops to educate the community about Lightning adoption at that time. 

Since 2019, our 2D characters have undergone a stunning evolution, embracing multiple styles: Paul Roger’s vibrant designs for events, sleek line art for swag, and dynamic 3D versions for events and ceramics. I’ve had the privilege of being a part of developing, maintaining, standardizing, and creating each of these iconic styles, shaping the visual identity of the character brand at every turn.

I designed this original logo for Trailhead to infuse education with a sense of fun, capturing the spirit of outdoor adventure and bringing it indoors to inspire a dynamic learning experience. You can also see the easter egg of the letter “S” on the trail to tie back to Salesforce.

In close collaboration with the Trailhead Marketing and Content teams, I led the creation of every single badge, from conceptualizing technical topics to developing a robust system that ensured consistency and structure. With over 4,500 badges now in existence, I had the honor of directing a talented team to execute and elevate this program into the success it is today. These badges span a wide variety of styles, ranging from modules and projects to superbadges and community event or quest-based achievements, each designed to inspire and recognize learners at every stage of their journey.

This GIF was created for the email campaign above to reignite motivation and encourage members to become active on Trailhead once again. I designed both the illustration and the motion graphics during the early years of Trailhead, adding a dynamic and engaging touch to inspire action and re-engage the community.

I played a key role in designing social banners to highlight new badge releases each month, brainstorming creative and engaging ways to showcase the badges in a way that would capture attention and spark interest through our ads.

Over the years, we launched campaigns to engage both new and existing Trailblazers, encouraging them to learn more and earn more badges. I created and led the design for these campaigns, including playful April Fools, Halloween, and New Year events, as well as exclusive chances to win limited-edition badges and swag. These designs helped keep the learning experience exciting and fun for our community.

I illustrated the very first Trailhead character, now known as Astro for a t-shirt giveaway to promote the first trail.

This iconic Trailblazer hoodie, designed by yours truly, has become a highly sought-after item at Salesforce events over the years. It’s not only sold in our stores but also given as prizes, embodying more than just a logo—it represents a persona and a goal, empowering the wearer with a deeper sense of connection and achievement.

As the Trailhead brand evolved, so did my creative journey. I had the opportunity to art direct my teammates and guide the design of the ranks system, where each milestone was marked by a unique level representing a Trailblazer’s progress. I envisioned these ranks as patches on the Trailblazer Hoodie, incorporating stitch detailing into the design. To emphasize achievement, I added textures that evolved with each rank, creating a visually engaging experience that celebrates personal growth and the Trailhead community.

Building on the initial ranks, the project added more gamification elements with a complex ranking system. I managed and developed this system, ensuring a smooth and cohesive experience. To create consistency, I introduced stroke borders to link each rank, unifying the design and strengthening the structure so each level felt connected to the whole.

Our first annual Salesforce Developer Conference began in the summer of 2015 and took place at The Village (expo) & The Warfield (concert). From designing and producing the signage to swag and even Snapchat filters, we accomplished a successful event. We even had a "Tree of Code" where attendees got to leave their mark. 

In 2016, we relocated to Moscone West, where, as a team of two, we developed the event's look and feel. This included designing all print and digital signage, from wayfinding and table toppers to character assets and swag. We also collaborated closely with the strategic events team and George P. Johnson to enhance the attendee experience.

These photos offer a glimpse into the diverse range of event pieces I had the privilege of creating. From exterior to interior signage, merchandise displays, and plush/character development, to attendee pamphlets guiding participants through the two-day event – every detail was meticulously crafted to elevate the overall experience and ensure an unforgettable journey for our customers.

Let’s not forget the unforgettable mascot creations that brought joy and excitement to attendees, along with immersive photo opportunities featuring props, backdrops, and custom frames that were printed directly onto their photos – adding a unique touch to their event experience.

From October 13-16, 2014, Salesforce hosted its largest tech conference in San Francisco, transforming the second floor of Moscone West into the ultimate Admin and Developer Zone. As one of two designers, I created the identity and interactive experiences for the zone, which featured resources for all skill levels, from consultations to sessions and activities.

I designed a journey guide to help attendees navigate the DevZone, collect stickers, and earn a limited edition hoodie. I also created a t-shirt design for staff to be easily identifiable, and a mobile display above the Admin Zone featuring Salesforce’s admin superheroes.

It was incredibly rewarding to see my designs, from the guide to the hoodie, displayed throughout the conference and engaging thousands of attendees.

September 15-18, we brought the Trailhead learning platform to life with an outdoor-themed second floor. As one of two designers, I was responsible for creating all print, web, promotional items, staff shirts, and selecting the decorations that made the space truly unforgettable. The focus was on showcasing an exciting new way to learn Salesforce through Trailhead.

One of my proudest achievements was redesigning our Developer mascot, Astro. I transformed Astro from an astronaut costume to a fun, Trailhead-themed outfit to match the outdoor theme. The Astro plush, a labor of love created in collaboration with external manufacturers, debuted as a giveaway and was an enormous hit with attendees.

This conference was a standout year for Astro and me. As part of a small team of three, I handled everything from illustration and graphic design to production and participation on the Trailhead floor. Our Trailhead theme was adopted across campus, and seeing Astro everywhere—from bus ads to wraps and buildings—was an unforgettable achievement. Building on Astro’s success, we introduced a roaming mascot and even brought Einstein (my other character design) to life, too. Astro even supported the RED Foundation as a fundraising item.

Dreamforce 2017 was another incredible year for Astro and me. Leading a team of five designers, I spearheaded illustration, graphic design, production, and hands-on participation on the Trailhead floor. Our Trailhead theme was seamlessly integrated throughout the campus, and seeing my artwork displayed across San Francisco and Dreamforce was both surreal and deeply rewarding—reminding me why I love what I do. The event design and swag featured our Trailhead characters with a National Park-inspired theme, and even Astro received an exciting update, further elevating the experience.

This year offered yet another uniquely memorable experience. Alongside my usual role as creative lead for the event experience, managing both internal and external collaboration, I had the privilege of speaking at Dreamforce. I led several sessions focused on the characters and how their storytelling played a key role in their success.

Trailhead at Dreamforce continues to evolve each year, with an enhanced focus on giveaways and prizes earned both onsite and offsite. This initiative strengthened our mission to attract new learners to the ecosystem while supporting those already engaged in the movement. In addition to my role as creative lead for the event experience, I contributed to the development of new plush items in collaboration with external vendors, designed swag and packaging, and helped transform the space for giveaways. I also had the privilege of speaking at the conference once again, sharing insights and engaging with the community.

Due to the impact of COVID-19, Dreamforce 2020 was held virtually, where I created visual and web assets to deliver an engaging digital experience for attendees. In 2021, we returned with a smaller, in-person conference as we gradually adapted to the evolving circumstances. During this event, I designed signage that highlighted the success of Trailblazers within our ecosystem, created visuals for various experiences, and contributed to the campus design by developing the staff uniform.

This year, Dreamforce returned in full swing. I led the creative direction for the space, overseeing everything from signage to photo opportunity experiences. I also facilitated sketch sessions, presented a session on the evolution of our characters, and successfully brought the full experience back for attendees to enjoy once again.

This year, I continued my role as creative lead on the Trailhead floor at Dreamforce. I was responsible for everything from signage and staff t-shirts to giveaways, on-site decoration, and incorporating mobile elements to bring the magic of AI to life. Collaborating with the events strategic team and external manufacturers, we created new event pieces that enhanced the overall experience. Notable additions included sparkling magic dust across the floor and light-up signage, which elevated the visual impact and added a touch of enchantment to the space.

A big thank you to Asiapacforce, Salesforce's Employee Resource Group (ERG), for inviting me to walk in the parade with the mascots and float.

Since 2018, I've been key in overseeing the design of the Salesforce parade float. Starting in 2019, I took on the role of designing it, working closely with the vendor to bring it to life.

Designed a special edition of Astro in an Asiapacforce t-shirt with a lion head for Lunar New Year. This asset is used every year in digital, print, and promotional materials.

I’ve designed various promotional items, including Astro plush toys with zodiac-themed t-shirts and red envelopes. I worked closely with vendors to ensure these items matched the company’s branding and vision.

Created a logo for a professional bookkeeping and accounting company in the winter of 2016.

While working for Salesforce, I created this logo for Apache Phoenix, a developer group within Salesforce.

Being a contractor for Live Sushi Bar and Live Sushi Bistro, I created a new logo for the owner who reopened Breakfast at Tiffany's in San Francisco. 

As Boutique Envy's executive graphic designer, I went through a few revisions before finalizing to this modernized logo for the clothing brand.

Accolade Consulting in San Jose, reached out to me to create their logo and flyers. This was created right out of college in 2013.