Project Overview
Mason Frank’s Careers and Hiring Guide is the company’s flagship annual report, offering in-depth insight into Salesforce hiring trends, salaries, and workplace sentiment. At the heart of this update was a bold shift from a flat 2D illustration style to vibrant, three-dimensional characters, each designed to embody the diversity and optimism of the Salesforce community.

My Role
As the lead designer and creative strategist, I was responsible for driving the visual concept from initial ideation through to full rollout. This included developing the new illustration style, refining the core visual language, and art-directing the evolution of the guide’s layout and tone.

Creative Direction
The most noticeable update was the introduction of 3D characters, replacing the more traditional flat illustration style used in the main Mason Frank brand. These characters were designed to reflect the dynamic and diverse Salesforce ecosystem, while feeling warm, expressive and approachable.

The space exploration motif continued to complement Salesforce’s own national park-themed branding suggesting exploration, innovation, and the excitement of navigating a fast-evolving career landscape. This new style was supported by a stronger colour palette, simplified layouts, and bold typographic choices that improved readability.

Results
The redesign was well received across both internal and external audiences, with stakeholders noting the improved clarity, tone, and visual engagement of the finished product. The 3D characters became a recognisable asset across supporting channels including email, social, and web — helping to tie campaign assets back to the core publication in a clear and consistent way. The design evolution helped cement the report’s position as a leading resource within the Salesforce ecosystem, with campaign content recognised and shared by key industry partners.