RCG 2024 Creative Wrapper
Retail Cloud Holiday Campaign
Copywriting Lead: Diana Raspanti
Graphic Design Lead: Michele Treinen
The holiday season is a huge moment for retailers and the tech that helps them thrive. Every year, Salesforce’s Retail team is tasked with putting together a creative wrapper — a campaign concept with which every piece of retail-related content is skinned. I was brought in to help ideate the concept that ultimately became our running campaign. The tone of voice and copy direction I created was rooted in retailers’ reality, addressing their pain points while leaning into that vertical’s confidence.
I was also tasked with live-posting the 2025 Cyber Week results, alongside Social Media Manager Dan Kirk. And Marc Benioff seemed to like it.
The Idea: Smarter Shopping is Always in Style
As a master experience maker, a customer confidant, you know how to roll with the shifting tide of trends — and more importantly, how to set them. How to keep data in your back pocket while setting the tone of the season in seconds. It’s a year-round cycle of what’s hot and what’s not.
Let Salesforce be your customer-focused assistant. The one with all the data-backed insights you can trust to plan your show-stopping strategy year-round. To power your best season yet with confidence.
Whether you’re in high-fashion or farm equipment, automotive or pharmaceuticals, smarter shopping is always in style.
Executions
We explored a light and dark version of our design system, focusing on bold headlines, product UI, and our distinct toggle/bento style. We decided to use the more visually distinct dark version for display content, and the light version for our social executions and Cyber Week reporting.
Landing Page
The Retail Cloud shopping predictions page was reskinned to match our new design system and tone of voice. We opted for the light version to better match the bright, 1:00 p.m. branding of Salesforce corporate at the time.
