Autodesk One ORBIT campaign

Blasting off a brand and culture refresh for Autodesk with a reveal and enablement campaign

Additional credits

3D Illustration:

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Autodesk is changing how the world is designed and made with its leading design and make platform for designers, engineers, builders, and creators. On the cusp of a new era of growth, Autodesk updated its brand and culture—including a bright new brand color called Hello Yellow. They partnered with us to deliver an unignorable rollout to inspire the global Autodesk team, paired with a strategically robust brand enablement campaign.

To do that, we created a story-driven concept featuring imaginative astronauts that Autodeskers can identify with. The characters motivate them to embrace the brand and activate the culture on its way to a big growth milestone.

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Bringing One ORBIT to life

Following over a year of research, including looking into emerging market trends, and listening deeply to customer voices and Autodeskers from around the world, a refreshed culture with new corporate values emerged: Optimistic, Relentless, Brave, Ingenious, Trusted, with a unified way of working as One Autodesk. Together, these created “One ORBIT” as a mnemonic.

Pairing brand and culture, One ORBIT provided a shared foundation for launching a brand evolution, including the introduction of a new brand color called “Hello Yellow,” alongside the new Culture Guide. Seizing the space theme, Autodesk chose a concept we developed in close ongoing collaboration that tells the One ORBIT story through a team of imaginative astronauts, complete in Hello Yellow space suits.

Collaboratively imagined with AI, realized through 3D craft

We worked closely with Autodesk’s Culture and Brand teams, riffing on their space-driven ideas while bringing in a playful and imaginative feel to inspire employee engagement. Staying on top of the latest tools in our trade, we generated initial proof-of-concept images using generative AI. The Autodesk teams embraced the eye-popping creativity and storytelling. Together, we built an iterative process grounded in trust and open communication. This collaboration allowed the contributions of both Sans Serif and Autodesk to shine.

To create final ownable images, we partnered with 3D and VFX specialists Strange Flock, who built and rendered the imaginative space characters and their evocative scenes.

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A campaign to build momentum

Once the concept and core visuals were ready, we planned and launched a strategic rollout in close partnership with the internal Autodesk teams, incorporating their creative ideas and building a compelling campaign together. Hinting at the space thread and the new brand color Hello Yellow, we created a pre-rollout teaser. To educate on and activate One ORBIT, we designed visually stunning foundational documents including a new Culture Guide and Interview Guide. These ensure One ORBIT takes hold and defines what it means to be an Autodesker, for established employees and new hires.

Enablement everywhere for maximum impact

With key assets ready to go, including video conferencing backgrounds, PowerPoint templates, and social media templates, the stage was set for a big rollout. To ramp up the fun and impact, we brought the astronauts to life with full-size cardboard cutouts, retractable banners, and announcement graphics.

The launch was a huge success and Autodeskers were wowed globally, with the main event at their San Francisco headquarters and watch parties in many hub offices around the world. Autodesk leadership even wore Hello Yellow apparel for the launch webcast to highlight the connection between the astronaut images, the brand-culture evolution, and Autodeskers’ role in the next phase of Autodesk.

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A continued campaign

Now that One ORBIT has been introduced, ongoing communication and calls-to-action are crucial to make it stick. We created activations throughout Autodesk offices to reinforce One ORBIT in a playful, relatable way. Epic One ORBIT posters for office hallways. Fun decals for break rooms with prompts and daily-life connections. Using surprise and delight, One ORBIT culture and brand infuses Autodesk environments with its inclusive performance-driven culture.

We’re proud of the innovation and creativity of the campaign we’ve created with Autodesk, and the close partnership we’ve had with their team. Together we made One ORBIT come to life and fostered genuine excitement for Autodeskers around the world. We’re excited to continue the mission with ongoing brand enablement and education campaigns.

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Autodesk One ORBIT campaign

Additional credits

3D Illustration:

Bringing One ORBIT to life

Collaboratively imagined with AI, realized through 3D craft

A campaign to build momentum

Enablement everywhere for maximum impact

A continued campaign

Keep reading

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