The tricky part:

Autodesk’s relationship with architects had become strained, with frustrations over rising costs and software issues. They needed a campaign that would rebuild trust and repair their reputation within the industry.

The way forward:

I led the art direction and design for the “For Your Vision” campaign, which repositioned Autodesk as a champion of architects. The concept put architects’ creativity at the forefront, with Autodesk acting as the quiet support behind their bold ideas. Negative space symbolised the transformation from initial idea to realised vision, while understated branding and minimalist visuals ensured the focus stayed on the architects themselves. Real-world case studies, like The Standard Hotel, grounded the campaign in authenticity and demonstrated how Autodesk empowers creativity without taking centre stage.

The final outcome:

The campaign achieved over 1 million downloads and an 85% conversion rate. It was praised for its thoughtful approach and helped re-establish Autodesk as a trusted partner to architects.