Jotform
Brand marketing for Jotform at Dreamforce
Dreamforce draws over 40,000 attendees and represents Jotform's largest lead generation event of the year. As the sole designer on the team, I took full ownership of the booth and swag design for Jotform's debut in 2023 and 2024, refining and strengthening the visual system each time.
The Brief
Jotform needed to show up at enterprise scale for the first time. The booth had to earn attention on a floor of Fortune 500 vendors, communicate that Jotform Enterprise handles serious workloads, and capture leads. Timeline was tight. Jotform committed to Dreamforce roughly six weeks out.
Circles, reconsidered
Jotform's existing circle motif risked reading as too playful for an enterprise audience at conference scale. By reinterpreting the shapes as outlined rather than filled, I gave the brand the sophistication it needed to compete with larger, more established players on the Dreamforce floor. Same brand DNA, more executive presence.
2023 Side A - Back Wall
2023 Side B - Counter face
2024 Side A - Back Wall
2024 Side B - Counter face
The booth experience extended to print, giving the sales team something to hand attendees and giving attendees something worth taking home.
The Partnership flyer pitched the opportunity directly to Salesforce consultants. Its reverse built trust through quotes from partners already working with Jotform.
The visitor journey
Three beats, each carried by a different surface.
Beat 1
Logo high on the wall, display directly below.
Beat 2
Visitors step in and talk with the team at the counter.
Beat 3
Visitors enter their information on the tablet. They leave with a flyer, swag, and a tree in their name.
Designing for the room
“Briana was our unsung Dreamforce hero this week. Truly we would have been lost this week without her tremendous effort. Thank you Briana!”
Good conference design doesn't just look nice. It gives a sales team something to stand behind. I worked closely with senior stakeholders to ensure every visual decision supported Jotform's core message and sales goals. That collaboration extended to the keynote stage, where I helped VP of Marketing Chad Reid bring “5 Tips to Improve Lead Capture Forms” to life for an audience of 100+ marketing, sales, IT, and development professionals, as well as several CEOs.
Over 550 trees planted
In partnership with Jotform Enterprise client the Arbor Day Foundation, we launched a campaign in 2023 to plant one tree for every attendee who visited our space. The overwhelming response validated both the booth design and the campaign concept. By the end of the conference, we had planted over 550 trees.
Two years, one identity
In 2024 I improved the visual system established in 2023, strengthening the brand presence and delivering a more polished experience across every touch point. The circle motif, the navy panels, the bold logo treatment all carried through, sharper and more intentional each time.
2023
2024
Reflection
New leads. New relationships. Over 550 trees planted in the first year alone. And a brand that held its own on one of the biggest show floors in the world.