How we shifted AutoCAD from defending the past to building tomorrow

The challenge: After decades of market dominance with AutoCAD, Autodesk had grown complacent. While they rested on their laurels, nimble competitors were gaining ground and architects were exploring new solutions. The brand that once defined innovation was at risk of being defined by inertia.

The insight: Architects don't choose tools—they choose possibilities. The most powerful software isn't the one with the most features, but the one that helps architects transcend their limitations and build what seems impossible.

We developed "That's Future Building," a comprehensive brand strategy and campaign that repositioned Autodesk from a software company to an enabler of architectural dreams. Rather than defending legacy features, we celebrated the brand's power to amplify human creativity and collaboration. The campaign became both a rallying cry for architects and a internal wake-up call for Autodesk—challenging them to recommit to the innovation leadership that built their reputation. More than messaging, it was a stake in the ground that demanded the company live up to its own renewed promise.