Autodesk Brand Strategy and Customer Experience
Autodesk needed a brand strategy. A small team set out to create the story of who we are, what we do, and why. This was especially important to do while Autodesk was going through the business model transformation.
We conducted global quantitative and qualitative research, we created learning content, and held branding workshops worldwide to spread the story and hands-on experiences for the global workforce. A better customer experience and holistic brand experiences were the results. And employees who knew how they contribute to the purpose of Autodesk and why it matters so much.
Autodesk has evolved from a 2D CAD to 3D Design and now Make company. In order for our brand imagery to continue to be authentic we must introduce Making into our creative processes. The team translated the 2D renderings into 3D objects. If the imagery is designed in Autodesk software and fabricated using the Autodesk workshop at Pier 9, then we can authentically project the aspiration that one can truly Make Anything.
Brand experiences in Paris and Tokyo
We created visceral Customer Experiences that explain what Autodesk does. The pop-up galleries led to 30%-40% more sales deals in each country.