Aligned × Roundwell · Dreamforce 2026 · Concept

Welcome to the Secret Society of Closers.

Not another exec dinner. An invitation-only world the best revenue leaders step inside during Dreamforce - part arcane order, part underground network, a world engineered so every guest feels chosen. Built for one audience only: salespeople.

01The world

There is a society that monitors all deals. It doesn't advertise. It finds you. One night during Dreamforce, a handful of revenue leaders are personally invited by the society's Recruitment Officer. The theme is mysterious and exclusive, but the energy is warm, playful, and welcoming - you feel chosen and in on the joke.

Society name - shortlist

Name	The rationale
The Order of the Closers	Says exactly what they are, the ones who close. Formal and confident, the cleanest fit for a "secret order."
The Signal Seekers	Aligned surfaces buyer signals, and the members are the rare few who hunt for and read them.
The Alignment	A direct line to the brand without naming it, and it doubles as buyer-seller alignment. In recruiter voice: "we think you'd be a great fit for The Alignment."
Keepers of the Signal	Guardians of the buyer signals Aligned reveals. Old-world title for a modern edge, and it pairs naturally with the wax-seal emblem.
The Rainmakers	Classic sales lore for the ones who make it pour. An order of elite closers, instantly understood by the audience.
Secret Society of Sellers	Says exactly what it is, plainly and with alliteration. Echoes the campaign tagline ("Secret Society of Closers") but widens it to all sellers.

The Order's emblem - direction (mockup). A medallion-style seal: concentric rings, a band of binary code, and the Aligned mark at the center. The treatment shown (antique bronze, the teal-over-orange mark) is just one option, the final could be a single color or a different finish. This is about the design direction, not the exact colors. This mark anchors everything: wax seals, the screens, the stamp, member regalia, the recap, the mailed piece.
The Order emblem - medallion with binary ring and Aligned mark at center

The Order emblem - medallion with binary ring and Aligned mark at center

The Order's seal - mockup, design direction only.

02The campaign & the "Recruitment Officer"

One recurring character runs the entire funnel - a quirky, too-cheerful Recruitment Officer for the Closers whose chipper, retro tone plays up the mystery and exclusivity of the order he represents.

Stage 1 · Tease

The Teaser Film

The campaign kicks off here. The Recruitment Officer breaks the fourth wall: "You're probably wondering why you're seeing this video. You've been chosen to join a secret society!" and explains that he'll be at Dreamforce handing out personal invitations to join. Seeds the intrigue and primes people to look for him on campus.

→ Read the :30 teaser script (rough example only)

Stage 2 · Recruit

On-Site Guerrilla

The Recruitment Officer roams Dreamforce hand-delivering sealed invitations to chosen targets: "If I hand you an invitation - follow the directions clearly. You've been chosen." Our small, sanctioned guerrilla footprint that feeds the room - filmed on-site as opening footage for the recap.

Planted cards (scavenger layer). Hide sealed Order cards around the event and post about them live - "A few are hidden in plain sight." Not invitations, just a giveaway and a QR code / CTA inside. Turns the hunt into a social game that extends our footprint. decide

Stage 3 · Event night

In-World Guide

He reappears the night of - the one familiar (absurd) face inside the world, or the voice on the screens. Ties tease, recruit, and initiation into one story.

Campaign kickoff teaser.

The invitation (draft): the card the Summons is delivered on. Short, mysterious, no password. Bracketed fields (corner + time) are filled per event, shown here with sample text.

The Order invitation card - 'You are cordially invited to join the Order'

To capture - film the invite hand-offs. The actual moment of the Recruitment Officer giving out invitations on the Dreamforce campus must be filmed - it's the opening footage of the recap and proof the "chosen" moment is real. decide

Character look

The look

The Spokesman

Mustard suit with teal lapels, emblem pin, game-show-host charm. Most charismatic for the talky teaser piece-to-camera.

Meredith's two escorts

Two of the client's salespeople shadow Meredith (the recruiter) as her "stars," reading like her security detail in an inverse colorway. Suit options the client is weighing (both OppoSuits, slim-fit two-piece with tie): decide

Option 1

Orange suit

OppoSuits orange slim-fit two-piece suit and tie set. On-brand orange. View at Nordstrom

Option 2

Purple Prince suit

OppoSuits "Purple Prince" slim-fit two-piece suit and tie set. View at Nordstrom

03The night, start to finish

A guided arc with real choices inside it. We control the world, they control their path through it.

01The Summons

A cryptic invite - no venue, no agenda. Just a time and a place. Delivered by hand, dossier-style. The intrigue starts before they leave their hotel.

02The Threshold

Find the black car or shuttle waiting at the corner from the invitation, and you're driven to the location. Our Recruitment Officer is the driver / chauffeur, so the familiar face from the teaser greets each guest in person. If the recap film is in play, hidden cameras inside the car capture genuine arrival reactions and the in-character banter.

03The Door

An unmarked entrance. A doorkeeper greets each guest or group by name and welcomes them inside.

04The Choosing

You choose your archetype within the Order - Hunter, Architect, or Closer (Section 04). Flavor and identity for the night, not a locked route.

05The Members' Table

A proper chef-driven supper, elevated tapas or seated small plates with great wine, hosted by the Order's "elders" (Aligned leaders). Runs alongside the Investiture so guests rotate between eating, the ritual, and exploring. The hospitality is the spine, never a break.

06The Investiture (hero activity)

The centerpiece. Each guest is inducted into the Order and receives a personalized membership piece bearing their archetype (Section 07). The mark of membership could be custom frames (or branded Meta glasses) or a custom jacket, whichever we land on.

04The member archetypes

A note on the archetypes: we'd suggest treating them as flavor, not routing. They give each guest an identity (and great content), but everyone can do everything in the world as they please. For example, we could build a signature drink menu around the seller archetypes, so each guest has a cocktail tied to their identity.

Member type

The Hunter

The chase. Prospecting, blood in the water, first to the kill. Mark: the crosshair.

Member type

The Architect

Designs and multi-threads the deal, links every stakeholder. Mark: the network of nodes.

Member type

The Closer

The finisher. Lands the plane when it matters most. Mark: the key.

05Look and feel

Venue drives the look. The overall style of our set dressing will be heavily influenced by the location we choose. A speakeasy, a loft, a wine cellar, and a modern lounge each push the world in a different direction, so treat the references here as the mood and the moves, not a fixed build. We lock the final art direction once the space is chosen.

Light as narrative: mostly warm and inviting - low-key practical light and glow - with cooler accents in the tech moments for contrast.
Warmth carries the room: good music, great drinks, plenty of light to actually see and talk. The theme is mysterious, the experience is hospitable.
Scent per room: leather and smoke in the lounge, something cooler and electric near the tech moments, bright and fresh near the lighter beats.
Palette: warm gold leading, Aligned teal + orange as accents, terminal green.

06The rooms & stations

The initial idea bank - first ideas to build from, not a final list. Mix and match, the venue holds whatever set we choose.

Entrance installation

The Follow-Ups Ticker

An entrance installation of thin, staggered LED ticker bars scrolling unanswered follow-ups ("Just circling back," "Ghosted? Re: Project," "No reply - 0% read"). The first thing guests see, it instantly tells salespeople this world is theirs. Scales to any space, from a full corridor to a single feature wall. Photo bait and threshold moment.

Follow-Ups Ticker installation reference Reference render - shown as a corridor, but the installation adapts to any entry space.

Set dressing

The Departures Board

A clacking split-flap board cycling the pains of the sales cycle instead of train times: "PROCUREMENT: PENDING," "STILL EVALUATING OPTIONS," "CIRCLING BACK...," "SENT TO SPAM," "CHAMPION: GHOSTED." Easiest real-world build is renting a Vestaboard (a programmable split-flap display), so it actually clacks and the messages can be updated live. decide

Departures board - warm direction Warm, old-world tone.

Set dressing

The Book of Members

On arrival, you add your name to the Order's ledger, the permanent record of everyone inducted before you, with your archetype noted beside it. A quiet induction beat that formally enters you into the lineage and pairs with the Ancestors wall. It doubles as a keepsake and a photo moment. decide

Optional: if we ever open a version to the public, the same "sign the ledger" mechanic becomes a natural opt-in for emails and follow-up.

The Book of Members - antique leather ledger on a lectern Reference mockup - the Book of Members ledger and lectern.

Set dressing

The Ancestors

Heirloom-style portraits of fictional legendary closers line the walls - the Order's lineage. These can be real people from the B2B tech-sales world, "legendary" sales figures, or even friends of the guests, an inside-joke that makes the room feel personal. We can shoot guests into the lineage later. decide

Gallery wall of fictional tech-sales ancestors in gilded frames Reference mockup - the Order's lineage wall.

The creed: a mock-Latin motto over the door - "Semper Clausus" (always closed / always closing) - with the Order's commandments framed like scripture. ABC as gospel.

Semper Clausus plaque over a speakeasy doorway Reference mockup - a flat printed "Semper Clausus" plaque over the entrance (cheap to fabricate, lit to read as engraved).

07The Investiture & the take-homes

The night's centerpiece, the answer to "what do they actually do." Each guest is inducted into the Order and receives the hero gift, a pair of branded Meta smart glasses (Order emblem inside the temple, in a custom case). Presented on the night as their mark of membership.

Hero gift

Meta Glasses

Branded Ray-Ban Meta smart glasses, with the Order emblem inside the temple and a custom case. Tech-forward, high perceived value, and a real conversation piece. decide

Reference mockup - glasses with a custom branded case.

08The venue

We are in the process of locking in Lolinda (Mission), a warm Argentine steakhouse. We take the private mezzanine overlooking the dining hall for the evening. Walk the actual space in 3D: interactive 3D walkthrough.

Photo	Venue	Neighborhood	The space	Status
	Lolinda · 3D view	Mission	Warm Argentine steakhouse. We take the private mezzanine overlooking the dining hall.	Locking in