Autodesk TechX
Event Identity, Digital
An electric visual identity for Autodesk’s annual innovation and technology conference
My role
Lead Designer
In collaboration with
Sans Serif
Nicolò Danieletto
The challenge
On the heels of a recent rebrand and at a pivotal point of change for the company, Autodesk was looking for an exciting event identity for TechX—their flagship innovation and technology conference for customers and industry insiders.
The solution
We designed a visual identity that celebrates the unstoppable creative spirit of Autodesk customers. The inspiring, expressive visual theme and brand system convey the event’s rallying-cry verbal theme: “Unleash the New Possible.”
Movement, vividness and vivacious color
We created a visual theme that used bright ribbons of color to contrast with the striking black and white of Autodesk’s new brand colors. With a theme about “unleashing,” the feeling of movement and energy was paramount, so design started with motion graphics, ensuring even still imagery would have undeniable velocity and energy. Masking, using Autodesk’s symbol, anchored the idea of the “creative spark” to Autodesk’s empowerment of designers and creators.
A playbook to ensure consistency
With a visual theme in place, we created comprehensive guidelines and a simplified, efficient playbook that guided all creative partners involved with the event, including vendors, members of Autodesk’s internal brand team, and other supporting agencies. The unified approach amplified Autodesk’s key messaging and secured the event’s strategic objectives.
All touchpoints conveying the same inspiring message
The playbook and brand guidelines allowed the elaboration of assets that told the story of advanced design software empowering and fueling the creative spark for innovators everywhere. We created web banners, on-site collateral and signage, marketing material, and more.
Outcomes
Autodesk’s new brand is all about confidence and innovation. Our creative execution and safeguarding of a vibrant, lively visual theme and event branding, carrying it through all touchpoints, amplified the Autodesk parent brand while giving voice to the particular emphasis on new possibilities of TechX. As a result, Autodesk was able to communicate its key messages, educate important constituencies, and build equity in its new brand based on its longstanding leader status empowering innovative design.
