Dreamforce 2025
The Reimagine Work Learning Lab
Creative Director: Whitney Hanson
Senior Copywriting Lead: Diana Raspanti
Senior Design Lead: Jocelyn Hinkle
Dreamforce is the best example of every team working together to get amazing work done — and fast. I was tapped by the Slack creative team to help bring their Dreamforce area to life. The Reimagine Work Learning Lab included a brand new, larger-than-life digital portal experience that showed what work is capable of in the age of the Agentic Enterprise. It also included a custom water station, ring banner messaging, and a click-through product knowledge experience.
Start building your Agentic Enterprise.
We didn’t just want to tell attendees that stepping into the Agentic Enterprise would change the way we work — we wanted to show them. Working alongside Slack partners and executives, I wrote a storyline that outlined a clear “before and after” state, focusing on the inefficiencies of work without Slack and Agentforce: fragmented data, disconnected teams, and scattered external apps. That’s where Slack steps in. We watch as a regular office transforms into the workspace of tomorrow and see how Slack’s new features make work smarter.
Reimagine work with Slack.
With one week left until Dreamforce, the team was still itching for an in-depth product experience that gave attendees information fast. The result? An interactive decision-tree style Figma experience diving into specific lines of business, customer quotes and data, and benefit-oriented content. The final screen prompted them to see how every line of business comes together in Tableau, over by the water cooler station. Here’s how it came to life for service.
See how data flows into Tableau.
They say all the best conversations happen at the water cooler, right? We wanted to bring that same vibe to the Reimagine Work zone, all against the backdrop of an interactive Tableau Dashboard showing real-time customer data.
It was a small touchpoint for some delightful copy, but it left a huge impact. I named our six flavored waters after practitioner lingo, paired with a short n’ sweet description.
