AUTODESK IS THE BRAND BEHIND THE DESIGN REVOLUTION

From amazing new mobile tech and self-driving vehicles. To engineering projects of breathtaking scale and complexity. To new sustainable manufacturing.  To the astonishing advances in computer gaming, film and animation. Across all these industries, Autodesk's products are making it all possible.

BUT THERE WAS ONE CHALLENGE...

Brand recognition. Years of tactical, product-focused advertising had made purchasers aware of Autodesk's products. But not necessarily the brand behind them. Resulting in little inherent equity in the Autodesk name. In short, Autodesk had become a “Self-Effacing Superbrand".

MODESTY MAY BE A VIRTUE. BUT IT'S ALSO A PROBLEM...

If your customers in one sector don't know your mastery of multiple sectors, they don't understand the broad-based expertise that separates you from your competitors. And if your product campaigns don't reinforce your brand, you're missing an opportunity to become the "voice" of your industry

HOW I HELPED DELIVER A SOLUTION

During my 18 months as ideas and copy lead on the Autodesk brand at AKQA, I worked to evangelize a new overarching Brand Platform. That would enable Autodesk to start to establish a unique position for itself.

I also conceived tactical campaigns for new software offerings across all three key sectors, With campaign themes that tailored messaging both to the precise pain-points of key verticals – and also mapped back to the new brand platform. 

Campaign Themes:

“You Can't Live in the Past and Create the Future” (Media & Entertainment)

“Deliver the Difference that Dominates” (Manufacturing)

“Removing the Barriers to Better Business” (Architecture, Engineering & Construction)

“The Power of the Possible” (Autodesk University)

Campaigns used a broad range of deliverables that included online, offline, on-site, microsite, on-app embedded video and augmented reality.

THESE CAMPAIGNS WERE SUCCESSFUL

Building sales and subscriptions across multiple industries. And playing their part in the near doubling of Autodesk's share price during my time on the account.

BUT THERE WAS STILL ONE BIG GAP REMAINING:

Who was Autodesk the Brand? Our new Brand Platform created implicit brand equity. But we needed to get explicit.

AUTODESK NEEDED TO STAKE A MINDSPACE AND EXPRESS A VISION

 This viral video was the brand's first expression of that. The video I wrote was strategically designed to move the brand from “generic supplier” to “thought leader” for whole product design industry. It spoke in visionary terms of the new world that Autodesk's product design tools are enabling. And focused on building a sense of community among design engineers that transcends nations, continents – or sectors.

OUTCOMES

THIS FIRST BRAND VIDEO GOT A MASSIVE 600,000 + VIEWS ON YOUTUBE ALONE.

A vast number for a B2B Brand. Around as many as Apple's "Made in California" brand video, targeted at a far larger consumer audience.

•We got across the breadth and depth of the brand.
•Built the idea of a "design community" that crossed nations and sectors.
•Foregrounded the value of that community.
•Demonstrated Autodesk's place at the head of that community. Not as a supplier, but a thought leader. 
•Got very positive response from designers. Both for the Brand itself. And as a brand that stood up for designers. Raising Autodesk’s profile and importance.

WHAT WAS MY ROLE?

•Creative Strategy.
•"Big ideas" behind campaigns for Media & Entertainment. Architecture, Engineering & Construction. And Manufacturing industries.
•Copywriting on: websites, microsites, banners, video content, print ads.

To the left are four samples of some of my work on the Autodesk account:

1/ Autodesk University. 2/ The Breadth & Depth campaign, 3/ iPad Experience, 4/ “The Power of Design” brand video.

Core Creative Team
Mike Kerr ACD/Writer, Tim Guy CD/Designer, Joel Franke Designer, John Gordon Designer

Five projects from my time on Autodesk:

1.

Autodesk University

Challenge: How do you theme an annual Autodesk conference?
Solution: I developed four compelling options that would align to the new “Accelerating Better Design” brand platform. “The Power of the Possible” was the favorite:

conference theme

branded environmental signage

Hangings and signage developed for AU. Our campaign juxtaposes designers and their creations. To demonstrate the “potential-raising, reach-extending, idea-accelerating, community-bridging, shape-shifting, nature adopting, mind-expanding” Power of the Possible - with Autodesk University.

2.

Autodesk. “Breadth & Depth” Campaign

Challenge: How do you demonstrate Autodesk has more 3D design knowledge than its competitors?

Solution: Our “Breadth & Depth” campaign gave a fast overview of the breadth of Autodesk’s knowledge. While the accompanying microsite showed just how deep that knowledge went across multiple sectors.

“Breadth & Depth” banner Ad

“Breadth & Depth” microsite

The microsite highlights the new core brand claim (“Accelerating Better Design”) and key Brand Pillars: “Innovative Outcomes”, “Sustainable Design” and “Proven Solutions”. Then offers a path through customer stories and specific industries to solutions centers and product centers.

3.

AUTODESK. AEC Campaign.

Challenge: Complex construction projects often come in late and overbudget. Leading to reputational loss - and loss of business. Show how Autodesk products can help.

Solution: Illustrate how the process feels to those implementing it. By turning the ads into animated puzzles. With multiple moving pieces constantly shifting, assembling and reassembling. And couple those with headlines that target the biggest real-world problems designers in these industries face.

Visual build

headlines

banner expansion

AEC landing page

4.

AUTODESK. IPAD 3D EXPERIENCE

Challenge: How do you prove your product is as good as you say?

Solution: You help potential users experience it for themselves - wherever they are. This iPad app helps them do that.

IMMERSIVE 3D EXPERIENCE

user INTERACTION

The user path lets you choose between “hero” projects. Such as a virtual tour of the Tianjin Port Building - designed with Autodesk software. Pinching and dragging lets you move around buildings and objects internally and externally. Tilting the iPad allows you to fly around them with more freedom to analyze every inch and angle of an object, project or construction. We created this experience in collaboration with Cooliris whose 3D engine is the core system of this tour.

5.

“Accelerating Better Design” brand video

Challenge: How do you transform Autodesk into the go-to brand for designers in diverse industries by enhancing its recognition and solidifying its reputation?

Solution: Our “Accelerating Better Design” campaign shifted the perception from “supplier” to thought leader in design. And redefined the role of designers in society as elite world shapers. This YouTube video was a key part of the campaign. It was massively popular with its target audience. Getting 600,000 views – a vast number for a B2B brand.

video