The annual Lunar New Year Parade in San Francisco's Chinatown is a vibrant celebration of the new year. Salesforce proudly participates as a sponsor, featuring a float in the parade. Since 2019, I’ve had the privilege of creating Lunar New Year-themed assets with the Salesforce characters, designing the look and feel for our internal company celebrations, and, of course, contributing to the design of the float.
Photographs by Kevin Kitsuda. Graphics created when working at Salesforce. All rights reserved.
A special thank you to Asiapacforce at Salesforce for inviting me to walk in the parade alongside the mascots and float.
Since 2018, I have been involved in overseeing the design of the Salesforce parade float. Starting in 2019, I took on the role of designing the float, working closely with the vendor to bring it to life.
Designed a special edition of Astro in an Asiapacforce t-shirt, featuring the lion head for Lunar New Year. This asset is used annually across digital, print, and promotional materials.
The second variation features Astro with his friend Koa, the dog, created to represent the Year of the Dog for Lunar New Year 2018.
Over the years, I have created numerous promotional items, with two favorites being the Astro plush toys paired with zodiac-themed t-shirts and the red envelopes.
The Salesforce Developer Conference, TrailheaDX began in 2015 and has been an annual event since. This event focuses on educating and helping developers and admins skill-up. TrailheaDX takes place at Moscone West and we go all out on our theme each year.
Graphics created when working at Salesforce on Team Trailhead. All rights reserved.
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 designing 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 moved our location to Moscone West. Here's our design team of two that created everything from signage to swag to digital and all things.
Above are signage I helped create and produce from the exterior of Moscone West and interior.
All details were designed by our team of two, like the photo above: attendee badge, badge lanyard, staff t-shirt and even the Einstein mascot - my character variation :)
As the love for Astro continues to grow within the Salesforce community, the requests for Astro costumes has skyrocketed! This album presents the different Astro variations I have had the opportunity to create.
Story of Astro:
Trailhead Astro (raccoon) represents the fun and spirit of Trailhead. Astro was an astronaut for Developer Week and a race car driver before they became a raccoon. Astro believes that anyone can be anything that they want to be. Astro is neither a he or she. Astro prefers to be called they or them.
Graphics created when working at Salesforce Developer Marketing. All rights reserved.
Trailhead Astro was created as a mascot for Trailhead from the original Astronaut Astro for Salesforce Developer Week in 2015. Astro is non-binary to represent Salesforce's company values of diversity and inclusion. With Astro existence, we were able to create many more versions of Astro!
With characters, come poses. I was given the opportunity to create multiple positions, postures, outfits, activity, etc. variations 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 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 we created all these 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 persona of "connected Astro" makes them a resourceful and connected admin. Take the admin quiz to see which one you are: https://t.co/Tf4GxUgy0d
This persona is to represent the Salesforce Admin community! The Salesforce Admins are represented with superheroes, thus Superhero Astro!
This creation was for internal use and created to bring the fun of Astro and Hawaii theme together!
This version of Astro was created for my team's Lightning Now tour that started in March 2017. These events held workshops to educate our community about Lightning adoption.
Trailhead is a project created by the Salesforce Developer Marketing team to help people learn about Salesforce. It was originally created to help employers educate their employees about Salesforce resources and products to help run their businesses better, build applications, and much more - but now, Trailhead is a fun way to learn about all things that’s not just Salesforce.
I was given the opportunity to take lead in designing all assets ranging from email gifs, t-shirts, stickers, trail graphics, over 400+ badges, digital banners, and more - which are globally viewed and distributed.
Graphics created when working at Salesforce Developer Marketing. All rights reserved.
Created this logo for Trailhead to pair with the outdoor/hiking theme.
Collaboration with Trailhead Marketing and Content team to create all the modules on Trailhead. With over 400 badges created by me - includes: modules, project, superbadges, trails and even internal company badges.
For each release, I conceptualize and create release banners and 30+ badges (on average) a month - the feeling is amazingly rewarding to continue a project from start until now.
Among badges, campaign banners, promotional items, I also create a few content illustrations for modules. This one will specifically be in the Get Ready for Dreamforce 2016 trail!
With every badge, I conceptualize each to be playful and tie in with the characters in a scene to showcase to our social media about our month's release.
This gif was created for the email above to motivate members to become active on Trailhead again. The motion graphics were also illustrated by me.
I got the opportunity t create attendee t-shirts for the Viewing Parties all over the world for our first Salesforce Developer Conference. One of my favorite pieces that I have worked on using line art.
I illustrated the Trailhead character for a t-shirt giveaway to promote the first trail.
Adding to the hype of Star Wars, we decided to create a project badge on Trailhead. This is one of the social banners I created for the promotion.
Among many other creations for Trailhead, social banners I have created to promote the new release badges are importantly on a monthly basis!
We created a Missing Astro campaign where Trailblazers complete a module to find Astro for the limited edition badge and a chance to win goodies!
This social banner was created for our 2016 New Years campaign where we gave away crewneck sweaters with icon designs of Trailhead as part of a set of hiking tools needed for the trail!
The template and graphic was created to motivate inactive members to continue working on modules in Trailhead.
This is an internal poster I illustrated to reward the team's hard work on creating Trailhead.
Dreamforce 2017 was another amazing year for Astro and me. From illustration, graphic design, production, and participating on the floor of Trailhead with 5 other designers. Our look and feel for Trailhead was adopted and themed for one of the largest technology conferences in the world. Again, the feeling to see my artwork all around San Francisco and Dreamforce was surreal. This brings me so much joy and reward every single time. I love my job!
Graphics created when working at Salesforce on Team Trailhead. All rights reserved.
This year, Dreamforce fully adopted the look & feel of Trailhead. With the myTrailhead product announced at Dreamforce, the event design and swag were themed with our Trailhead characters and National Park-themed design.
Salesforce's customers and all over Moscone were placed with illustrations from Trailhead, too.
Moscone West, first floor was home for Trailhead. Signage I created and laid out were placed all over this space.
Along with all the signage, I got to help with decor placement around the space and swag design.
Astro mascot had an update and our team grew with over 300+ employees total. I also got to help with drawing Astro inside the Trailhead Falls structure!
Dreamforce 2016 was an amazing year for Astro & I. From illustration, graphic design, production, and participating on the floor of Trailhead, I have done the impossible among a team of three. Our look and feel for Trailhead was adopted and themed for one of the largest technology conferences in the world. No words can describe the feelings that ran through me as I approached the first day of Dreamforce to spot Astro everywhere from bus ads, to bus wraps and buildings - my life felt so accomplished.
Graphics created when working at Salesforce on Team Trailhead. All rights reserved.
Astro was not only plastered all over the event, but a mascot was created after them! This is the very first moment I saw my mascot creation up close and personal. Achievement unlocked.
The other character I designed for our Einstein product also came alive for the conference.
Astro was all over the Dreamforce campus as prizes, giveaways and even sold at the RED pop-up shop to support the RED Foundation.
Astro, Einstein and my mountain scenes were all over the Downtown San Francisco. Pictured are some of my designs on the side of the Metereon building.
I had the opportunity to create assets, banners, signage, and anything you can name for assets all over Dreamforce including my very own team's Trailhead floor.
Within the Trailhead floor, we had Developer Forest, Admin Meadow, IoT Cabin, Startup Valley, and the CIO Lodge. Thousands of people walked through Dreamforce and got to appreciate my production and illustration masterpieces.
Absorbing the moment with my partner-in-crimes.
On September 15-18, 2015 Salesforce held its annual and largest technology conferences in the world once again! Specifically, the Developer and Admin Marketing team took our learning platform, Trailhead and brought it to life by theming the entire Moscone West second floor with and outdoor theme. With still a team of two on the creative team, we were tasked with designing all print, web, promotional items, staff shirts, and small details into making this floor the place to be. The Developer Zone serves as a resource for admins and developers ranging from a beginner to advanced by providing consultations, breakout sessions, keynote sessions, quick starts, and even activities to redeem prizes. This year we showcased a new and fun way to learn Salesforce using Trailhead.
Graphics created when working at Salesforce Developer Marketing. All rights reserved.
Photograph belongs to Salesforce Developer Marketing and it displays the work collaborated by our team for theme of the second floor in Moscone West.
This photograph gives you a glimpse of the foot traffic we had in the Developer Zone and the Welcome Desk to greet our customers and developers, while answering all their questions.
Our theaters were constantly packed and this photograph gives a good angle of all the overhead signage that I created for our floor. Looking closely, you can see the customized terrain that lays on the background of the area names.
One of my proudest work this year is creating a new costume for our Developer mascot, Astro. Originally he was created for Developer Week in 2014 in an astronaut costume, and moving forward we have given him a raccoon outfit to pair with the Trailhead theme. This giveaway was a huge hit!
Also known as the awards area where all who completed our DevZone Quest and mini hacks came to redeem the prizes of Astro plushes, ceramic Trailhead mugs, and t-shirts.
Fun snapshot for our social posts of our Astro plushes and I at the Welcome Desk.
Along with all the Trailhead badges I created for the web, the Admin Lodge (#AwesomeAdmin team) brought my badges to life as embroidered giveaways to attendees.
As a team, we delivered one of our best Dreamforce this year!
On February 26, 2015, the Salesforce Developer Marketing team launched our annual Developer Week introducing our newest company product: Lightning! February 26 - March 2015 promoted the internal campaign and the external campaign also lasted a week from March 9 - 13, 2015. Lightning Developer Week took place in over 100-cities worldwide. Aside from that, the pieces I created were distributed all over the world physically as stickers and t-shirts, as well as viewed online.
Graphics created when working at Salesforce Developer Marketing. All rights reserved.
Another fun giveaway for all attendees.
Collaborated with the creative director to create this internal desk-drop packaging to introduce Lightning Developer Week.
Collaborated with the creative director on the graphic illustration to put together a t-shirt for all attendees at the events.
This hoodie was designed to distribute during the external events for our MVPs.
One of many banners created to promote Lightning Developer Week.
On October 13-16, 2014, Salesforce held its annual and largest technology conferences in the world. Specifically, the Developer Marketing undertook a huge responsibility to make the entire second floor of Moscone West the best Developer Zone it could be. With a team of two on the creative team, we were tasked with designing the identity and interactive experiences. The Developer Zone serves as a resource for admins and developers ranging from a beginner to advanced by providing consultations, breakout sessions, keynote sessions, quick starts, and even activities to gain prizes. This showcases a journey for anyone to develop a fast and appealing app.
Graphics created when working at Salesforce Developer Marketing. All rights reserved.
Photograph belongs to Salesforce Developer Marketing and it displays the work collaborated by our team for the look and feel of the 2nd floor of Moscone West.
This mobile displayed above the Admin Zone was designed by me to present the different admin superheroes in Salesforce.
After collecting four stickers within the DevZone as a way to encourage attendees to explore our entire floor, they are rewarded with a zip-up hoodie that I designed.
Created this t-shirt design for DevZone staff to be easily identified to help attendees.
I designed this journey guide to navigate attendees around DevZone to learn the platform and collect stickers to win a limited edition hoodie.
I designed and laid this postcard out for us to promote at other events before Dreamforce 2014.
Among running technology conferences, Salesforce Developer Marketing supports many as well - one being, Connections 2014. With our own area within the conference, I had the opportunity to work with program managers to provide all the necessary creative assets to attract attendees. Creatives ranging from booth kick panels to meterboards to stickers, I was able to draw many attendees to learn more about our platform.
Graphics created when working at Salesforce Developer Marketing. All rights reserved.
I worked with the program managers for putting together the Developer Zone at Connections 2014. As a result, put together the designs for all printed items.
Using the graphics I designed for the t-shirts and mini hack cards for this event, stickers were produced as giveaways too.
Using the same graphics for the t-shirt and stickers, I created the mini hack cards using the same color palette and design elements.
Using the Salesforce, ExactTarget, and Heroku logos, I created a graphic for the t-shirt giveaways at the event.
On July 11-27, 2014, Salesforce Developer Marketing threw their first Summer of Hacks event that reached four cities around the world: Los Angeles, New York, Bangalore, and London. Attendees teamed up to create apps to compete for cash prizes.
I was brought onto the team when we were planning the Summer of Hacks and began my adventure working at Salesforce. A few of the creative assets that I created were web social promotional banners, city badges, prize checks, roll-ups and more.
Graphics created when working at Salesforce Developer Marketing. All rights reserved.
Along with the amazing hacking event, I had the opportunity to create stickers to hand-out to attendees.
At the four locations we held the events at, I created a badge for social and website usage.
Created the graphics for this agenda meterboard for each event location.
With first, second, and third place, I put together the large prize checks for the winners at each event location.
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.
As Live Sushi Bar's owner opened more restaurants (Origami Market and Breakfast at Tiffany's), I was given the opportunity to create their restaurant and to-go menus according to the restaurant's branding.
All rights reserved.
