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Case Study

Vantage Point

A magazine for Salesforce's most influential audience

Role Editorial Team
Client Salesforce
Produced by Long Dash &
Atlantic Re:think
Format Brand print magazine
~60 pages per issue
Period 2021–2022
Vantage Point Volume 1 — The Teaming Issue

Vol. 1 — The Teaming Issue

Vantage Point Volume 2 — The Data Issue

Vol. 2 — The Data Issue

Vantage Point Volume 3 — The Metamorphosis Issue

Vol. 3 — The Metamorphosis Issue

Vantage Point Volume 4 — The Trust Issue

Vol. 4 — The Trust Issue

The Brief

Salesforce wanted a recurring branded publication — aimed at the senior decision-makers and prospective customers it most wanted to reach — that would feel less like corporate marketing and more like a magazine worth keeping: stories of customer impact, leadership, and the shifts reshaping industries, written and designed at a high editorial bar. Long Dash led the program in partnership with Atlantic Re:think.

My Role

I led the editorial team from the agency side, where my responsibilities included:

  • Editing features, Q&As, and short-form sections
  • Coordinating with writers, designers, and internal Salesforce stakeholders
  • Helping hold a consistent voice and editorial standard across a mix of contributors
  • Contributing to structure and lineup decisions on individual issues
Vantage Point interior spread — editorial illustration and data visualization

Interior spread from the Data Issue — custom illustration, photography, and information design commissioned for each volume.

Contributors

Produced for Salesforce by Long Dash and Atlantic Re:think, with close collaboration from the Salesforce comms team.

Reflection

The hardest readers to win over are senior decision-makers — the CTOs, CIOs, and CMOs. You don't engage buyers like that with a couple of product-centric blog posts. Vantage Point worked because it gave them real substance: stories of customer impact and technology, reported and designed to the standard of a magazine worth keeping. Earning the attention of the most discerning decision-makers through editorial depth—not marketing volume—is the same standard I bring to brand work now.

If you're building an internal or external publication that needs to sound like a magazine instead of a brochure, let's talk.

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