DESelect (a Salesforce partner): Branding + Visual Design

Product marketing, brand design, character design, motion graphics

I was hired by the Head of Marketing as the first full-time designer. In this principal role, I took ownership of the brand guidelines, building and refining the brand identity into a cohesive resource that was implemented internally and externally across all marketing materials, the website, and the product.

As a registered ISV partner of Salesforce, it was important to executive leadership to align with Salesforce as a brand. Under this guidance, I redesigned the existing mascot (Deedee the penguin) to more closely resemble Salesforce's suite of characters. Deedee serves as a through-line of the brand identity, reinforcing DESelect's friendly yet knowledgeable tone that I honed as part of the brand's overall messaging.

Beyond the character, I developed static and animated product imagery for sales decks, emails, one-pagers, ads, social posts, website pages, events, in-app messages, webinars–any and every touchpoint across our customer journey. During my tenure, my team generated $7.7M in new, qualified pipeline, averaging $1M quarter over quarter.

These assets were created with a mix of Adobe Creative Suite, Figma, CapCut and VEED.