For Dreamforce 2022, we wanted to create something different to the parties that companies typically throw. We took over San Francisco’s oldest toy store, rebranding it as the Sendoso Sending Shop, and invited Dreamforce attendees to stop by and wrap presents that we then donated to the San Francisco Firefighters Toy Program.
As kids were the focus of the event, we created an identity that is bright, joyous, and fun.
The identity involved a set of toy and present illustrations which could be stacked in different ways to create an infinite number of layouts.
In contrast to this joyful jumble of toys, the Sendoso Sending Shop lockup was kept refined and simple, along with the secondary lockups.
These secondary lockups used Sendoso’s main tagline, “Sending Delivers” and paired it with words such as “Joy” and “Happiness”, emphasizing the effect these gifts would have on the children who received them, as well as showing the power of Sending.
Busy layouts were offset with more refined designs using these lockups along with just a few illustrations.
In store, we wanted to further emphasize the feeling of childlike wonder. We achieved this by ensuring printed graphics were oversized, so that people would feel the way a small child does looking at the world. In addition, we brought in larger-than-life toy props (and made use of the large Simpsons figurines already in the toy store window), and had some giant presents created.