Salesforce for small business needed to feel less enterprise and more approachable. The challenge was to overhaul SMB messaging to speak to our audience differently, while still feeling like Salesforce.

We lost the jargon in favor of more colloquial headlines, pared back the design system, and evolved our photography to tell more authentic, candid, and emotional stories of SMBs at various stages of growth. The result was a scalable full-funnel campaign that meets SMBs where they are–using collage-style photography and in-sitchu product shots to show the breadth of ways Salesforce works for small business.

I art directed this campaign from concept through production in collaboration with a cross-functional team of creatives and oversaw a two-day photoshoot, retouching, and print production. We created a bespoke library of over 500 images, a spread in Inc5000, banners, social posts, OLV, ebooks, and a style guide for

The core team was Jessica Bognar, Rebecca Brown, Monika Hoang, Paul Sincoff, and Laken Bailey.

Photography by Laura Murray.

We shot an evergreen library of more than 500 images representing small businesses at various stages of growth.

Cast and shot to feel like real small-businesses, not stock photography–warm, authentic, candid, editorial, but not overly produced. In the spirit of small business, we stretched a shoestring budget by making 3 locations feel like 6 and casting largely from our own internal talent.