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19.02.2007 |
2007 was a big year for Autodesk. For the first time in their history they would simultaneously launch 40 new products with consistent messaging and creative right across the world.
It was critical therefore that they give every region the tools, understanding and confidence to complete the launch flawlessly in every market.
(Oh, and to make things more interesting they were completing a complete brand refresh at the same time.)
As Autodesk conducts a lot of its communication through local events, the first thing we did was to create a common events series, Autodesk Live, to give a consistent customer experience in each region.
We then developed a creative strategy tying together the new corporate packaging design and the software's promise of allowing users to experience their next creation before it was actually built. We did this by using the packaging's frame device to turn wireframe environments into finished rendered ones with the core message: experience the future now. Finally we created a digital toolbox containing every kind of communication piece imaginable (ads, DM, eDM, web banners, web templates, telemarketing scripts, event design and collateral, an animated short film - the list goes on) and helped regional managers and their agencies deploy it all with a 50 page in-depth 'playbook'. And we did it all in just seven weeks.
I was responsible for the art direction of all 3D rendered material to be used throughout the global launch. I also designed all eDM's, and web templates to be included in the final toolkit.
I look forward to next years launch.
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