Anastasia Vedernikova - Salesforce Connections

Role: Art Director for Salesforce Connections 2019 Campground — the main show floor for the Salesforce Connections event.
Responsibilities: bring the full vision of Connections and Customer Success Platform to life via layout, individual experiences, and flow; create key activations (Customer Success Platform navigation and Industries case study Conagra showcase) to draw guests in and capture the essence of Customer Success Platform; integrate digital stores within the physical spaces; craft storyboards; sketch concepts of constructions for activation points; lead the team of designers and game developers.

Blazing New Trails in Customer Engagement.

Over 12,000 attendees gathered at McCormick Place in Chicago for a 3-day Salesforce Connections conference to learn how to build better customer experiences through personalized and seamless customer engagement. The goal of the conference was to demonstrate that digital marketing, commerce, and service meet together and connect on one platform with Salesforce.

The show was localized for Chicago, and the Lake Life creative theme was chosen to represent the outdoor national park aesthetic of the Salesforce brand. We created a fun, immersive campground with trails, rocks, waterfalls, paths, trees, and small structures.

Fun Built into Every Step of the Journey.

I was an art director for the Campground show floor. I created a holistic journey that unpacked understanding of the customer success platform for attendees. Together with my team we made attendees feel inspired and intrigued and submerged them into learning about the customer success platform possibilities in a fun, informative and easy way.

Customer Success Platform Game.

After attendees felt welcomed and inspired they needed an understanding on how to navigate the customer success platform experience. Together with a creative director and a team of game developers we created an interactive gamified experience that provided attendees a glimpse into the solutions of the three personas: Marketing, Commerce, and Service.

↓ watch GAMEPLAY ↓

Attendees learned about each solution as they steered the wheel to control movements of the sailing boat that navigated through the waters of the CSP (customer success platform). As attendees collected coins and traveled between the buoys in the game, they were navigated to each persona solution on the show floor.

Salesforce for Industries.

I designed an experience that showcased Conagra Foods as a trailblazer and unfolded the story of how Conagra utilizes Salesforce. Together with a creative director and a team of game developers we created Conagra Challenge game. I also designed game kiosks and a center stand to display Conagra products and hold two built-in demos.