Salesforce.org
Salesforce.org is the optimistic heart of Salesforce, operating at the intersection of nonprofit, education, philanthropy, and for-profit sectors. The billion-dollar business unit engaged our team in the creation of a new brand identity and narrative to instill trust with their audience and confidently define their position within the Salesforce ecosystem.
![Billboard for Salesforce.org - A laboratory for what's next.](https://a-us.storyblok.com/f/1004432/3840x2188/aa453b5e36/image-1.png/m/)
Brand Positioning
Salesforce.org needed a new and distinct voice & tone, brand positioning, pillars, and manifesto to not only clarify their mission and promise to the greater world, but to unify and empower their internal teams. We created a strategic brand platform that served as our foundation for how we speak, who we are, what we do, and why we exist.
![Brand positioning an pillars, including graphs.](https://a-us.storyblok.com/f/1004432/3840x2306/2227fecb9a/frame-2.jpg/m/)
![Salesforce . org cloud like image](https://a-us.storyblok.com/f/1004432/2714x489/eeb2999dd4/frame-3.png/m/)
Visual Brand Identity
To bring their new voice and narrative to life, we created a distinct brand system for Salesforce.org, appropriately in-line with the parent brand, but wholly their own. Although inextricably linked to Salesforce.com, our challenge was to humanize and mature Salesforce.org's brand identity as it amplifies real-world solutions to set it apart from the broader Salesforce ecosystem.
![Shapes used to humanize Salesforce . org called the smile to champion individuals, the pattern to represent coming together and markmaking to communicate an open source laboratory and value process over perfection.](https://a-us.storyblok.com/f/1004432/2700x1148/70394f6c45/group-4.png/m/)
![Two people highlighted by Salesforce smiling at the viewer.](https://a-us.storyblok.com/f/1004432/2716x1614/d3baa7dfbb/group-5.png/m/)
![Multiple color dots on the sky and on a grassy hill.](https://a-us.storyblok.com/f/1004432/3840x2222/3e9991f2dc/group-6.jpg/m/)
![Two billboards, one purple with find your momentum written on it and one pink with salesforce.org with medical professionals on it.](https://a-us.storyblok.com/f/1004432/3840x2546/8cb1dd6b5f/mockupmaison_po_c06-1.jpg/m/)
![Hand holding tote that says Good for all.](https://a-us.storyblok.com/f/1004432/2132x2400/4adb153fb1/image-8.jpg/m/)
Brand Guidelines
Just as our verbal language reads differently from the parent brand’s, so does our visual language. We obsessed every element in Salesforce.org’s Brand Guidelines — logo, color, typography, photography & visual design elements — ultimately setting the Salesforce.org team up for success and inspiring their teams to take ownership of their new voice across every application.
![Grow Together. Image of a person smiling at the camera and multiple people in front of a school.](https://a-us.storyblok.com/f/1004432/1488x1138/994dd88603/group-9.png/m/)
![Three slides from Salesforce.org Twitter one with James Baldwin, second with people walking up a sand dune which says "We empower communities to change the world" and thirds sharing Big Brothers and Sisters of America with an image of a little kid.](https://a-us.storyblok.com/f/1004432/3152x1418/e4b257c761/group-10.png/m/)
Applying the new strategic brand mission, visual identity and voice and tone principles to real world scenarios enabled us to articulate the possibilities of a purposeful path forward. Today, you can begin to see this evolution of the brand across all of Salesforce.org's channels — helping communicate their brand's promise to the greater world.
![New York Times shown on a laptop and a cellphone.](https://a-us.storyblok.com/f/1004432/3840x2308/af4d1199c0/group-11.jpg/m/)
Our Roles
Writing
- Voice and Tone
- Brand Narrative
- Manifesto
- Brand Statements
- Sample Exucutions
Strategy
- Brand Values
- Brand Pillars
- Brand Promise
- Brand Positioning
- Who/What/How/Why
Design
- Logo
- Color
- Typography
- Photography
- Visual Elements
Content
- Social Media Examples
- Sample Presentation
- Event Campaign
- Digital Ads
- Landing Page