FinancialForce at Dreamforce 2019
Fogo De Chão, San Francisco
November 19-22, 2019
Backdrop
At Dreamforce 2019, FinancialForce opted out of the official expo and instead established its own branded headquarters directly across the street from the conference campus. The company transformed San Francisco’s Fogo de Chão into FinancialForce Central, a high-end venue for meetings, demos, and networking throughout the week. This strategic presence provided a focused environment for connecting with customers and partners while standing apart from the noise of the main event.
Role
As Senior Graphic Designer, I partnered with the team to shape the entire branded experience. I designed interior and exterior signage, branded presentation templates, custom table numbers, drink menus, and other key materials that supported the atmosphere and flow of the space. I also contributed to layout and lighting direction to ensure every touchpoint aligned with FinancialForce’s visual identity and created a polished, professional setting for engagement.
Results
The fully branded environment delivered a cohesive and memorable experience that reflected the quality and focus of the FinancialForce brand. With no expo booth to support, FinancialForce Central became the sole physical expression of the company at Dreamforce 2019. The space attracted consistent foot traffic, fostered meaningful conversations, and reinforced the company’s positioning as a premium enterprise solution within the Salesforce ecosystem.