Salesforce — Trailblazer Community

An environment designed to support connection, learning, and belonging

Salesforce
San Francisco · 2018

MODA Role

Creative Direction · Experiential Design · Spatial Concept
(Developed within a producer-led collaboration)

Context

Salesforce’s Trailblazer Community represents the human side of the platform—developers, administrators, partners, and customers brought together through shared learning and mutual support.

The event environment was designed as a community-first space—one that prioritized connection, approachability, and openness over spectacle or product-driven messaging. The goal was to create a place where people could gather, recharge, learn, and feel part of something larger.

This was not a stage set. It was a working social environment.

Scope & Contribution

MODA partnered with BMF Media, who produced the event, contributing creative direction and experiential design for the Trailblazer Community space.

MODA’s work focused on:

• Shaping the overall spatial concept around inclusivity and participation

• Designing zones for gathering, conversation, and informal learning

• Creating a layout that encouraged flow and discovery rather than congestion

• Translating Salesforce’s values into spatial cues rather than overt branding

• Designing an environment that felt welcoming at scale within a dense event context

The space was designed to operate continuously—supporting everything from casual interaction to structured programming.

Design Intent

The design emphasized clarity, warmth, and accessibility.

Rather than overwhelming visitors with screens or messaging, the environment relied on spatial organization, material restraint, and rhythm to create comfort and legibility. Color, light, and proportion were used to signal openness and community—reinforcing the Trailblazer ethos.

Technology was present, but intentionally secondary to human interaction.

Outcome

The Trailblazer Community space became a highly active hub—supporting conversation, collaboration, and shared experience throughout the event.

By prioritizing people over presentation, the environment reinforced Salesforce’s commitment to community-building and demonstrated how large-scale tech events can still feel human, generous, and thoughtfully designed.

Attribution

This project was produced by BMF Media. MODA contributed creative direction and experiential design within that collaboration.