IBM at Dreamforce

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Overview

 

As Brand Director, I led the creative vision and execution for IBM’s presence at Salesforce’s Dreamforce, overseeing every aspect of branding and messaging. The goal was to clearly articulate the combined value of IBM and Bluewolf as the leading Salesforce consultancy—across a global audience.

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Challenge

 

The merger of IBM and Bluewolf posed a messaging challenge: how to maintain each brand's identity while presenting a unified, compelling story. Add to that limited resources, high expectations, and a need for global scalability, and the creative bar was set high.

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Solution

 

I developed a strategy rooted in IBM’s master brand promise (“Let’s Put Smart to Work”), evolving it into a bold, rallying cry for the event: Let’s Be Clear. It was more than a tagline—it was a lens through which all messaging and design choices were made. The theme unified two brands, simplified complex tech speak, and made our value instantly recognizable.

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Execution

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• Creative direction and final sign-off on all branding, messaging, and design assets

• Oversight of IBM's premier, diamond-level booth—the largest footprint at the event

• Messaging frameworks tailored for different audiences and international markets

• A custom book, The State of Salesforce, which became a must-have handout and ran out due to high demand

• Space takeovers and site-specific creative throughout San Francisco

• Outdoor projection installations and interactive booth experiences

• Custom screen-printed t-shirts and on-brand swag

• Collaborated with internal design and writing teams, as well as outside vendors and production partners
   

Impact

 

By all measures, it was IBM's most successful Dreamforce ever. Stakeholder feedback was overwhelmingly positive, and our presence generated buzz and brand heat throughout the conference. We were the talk of the event, and sales teams struggled to keep up with the volume of leads generated by the experience. The campaign was later adapted for international trade shows.

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Role

 

Brand Director

Led strategy, messaging, and creative execution. Managed internal teams and external partners. Provided final approvals on all branded materials and experiences.