FinancialForce at Dreamforce 2016
Museum of the African Diaspora (MoAD), San Francisco
October 2016
Backdrop
During Dreamforce 2016, FinancialForce transformed the Museum of the African Diaspora (MoAD) in downtown San Francisco into a fully branded headquarters for the week. The venue served as a central hub for meetings, demos, and networking. By combining clean, modern visuals with the cultural character of the museum, the space delivered a bold, immersive brand experience that stood out during the busy conference.
Role
As Senior Graphic Designer, I led the design and production of key environmental elements that brought the FinancialForce brand to life throughout the venue. Branded assets included large-scale window graphics, glass frosting, GOBOS, directional signage, and printed collateral. Each piece was crafted to reflect FinancialForce’s visual identity with a focus on clarity, consistency, and strong visual impact.
Results
Transforming the museum’s exterior was the most technical aspect, requiring precise alignment of the FinancialForce logo across a multi-panel glass façade. Working closely with elevation maps and production specifications, I ensured proper scale and placement for maximum visibility. The result was a striking branded environment that attracted attention from the street and delivered a seamless experience from entrance to interior, reinforcing FinancialForce’s presence at Dreamforce in a high-impact way.