Role
Creative Director
Creative Vision + Strategy, Concept Development, Project Creative Direction + Oversight, Team Leadership, Client Presentation + Collaboration, Campaign Shoot Direction, Cross-team Collaboration + Alignment.
Creative Director
Creative Vision + Strategy, Concept Development, Project Creative Direction + Oversight, Team Leadership, Client Presentation + Collaboration, Campaign Shoot Direction, Cross-team Collaboration + Alignment.
Agency
Torpedo
Torpedo
Collaborators
Eddie Johnson - Account Director
Harjit Sandhu - Strategy Director
Rebecca Adams - Content Strategist + Sr Copywriter
Madhuri Kaushik - Account Manager
Richard Porter - Art Director
Lucia Vazquez - Designer
Damian Thomas - Motion Director
Steve Hibbard - Sr 3D Designer
Emma Tilbrook - Sr Motion Designer
David Edwards - UX Designer
Katie Nelson - Sr Frontend Engineer
Stefanie Calleja-Gera - Photographer
Eddie Johnson - Account Director
Harjit Sandhu - Strategy Director
Rebecca Adams - Content Strategist + Sr Copywriter
Madhuri Kaushik - Account Manager
Richard Porter - Art Director
Lucia Vazquez - Designer
Damian Thomas - Motion Director
Steve Hibbard - Sr 3D Designer
Emma Tilbrook - Sr Motion Designer
David Edwards - UX Designer
Katie Nelson - Sr Frontend Engineer
Stefanie Calleja-Gera - Photographer
When launching Workshop XR, Autodesk chose Torpedo as a partner to create and establish the Workshop XR brand, design and build the website and develop campaigns to bring the product into the public domain.
Start-ups IrisVR and The Wild were trailblazers in leveraging virtual reality to enhance collaboration among stakeholders in the Architecture, Engineering + Construction (AEC) industry. United by a shared vision, The Wild acquired Prospect, Iris VR's flagship product, in February 2021.
As the AEC industry increasingly recognised the value of AR and VR technologies, Autodesk partnered with IrisVR and acquired the company in April 2022. The combined team embarked on creating an extended reality (XR) design review solution tailored for AEC teams.
Shortly thereafter, Autodesk enlisted our help to launch this innovative product. From conducting market research and user interviews, to shaping and refining the product's positioning and creating its identity and website, we aimed to ensure a standout launch for Autodesk Workshop XR.
Creative Brand Execution
Visual Brand Development
Raj Dayal
Autodesk Workshop XR, Senior Content Strategist
Autodesk Workshop XR, Senior Content Strategist
“Torpedo are a group of talented, thoughtful, adaptable, and creative professionals. Chad was an expert Creative Director and collaborator. He showed patience and adaptability with our ever-changing needs and was very easy to work with."
Workshop XR Presentation
Autodesk Workshop XR
Marketing Operations & Data Analyst
Marketing Operations & Data Analyst
"The Torpedo team made this launch such a great success. I never imagined being part of such a beautiful brand presentation. Patience, skill and drive. I appreciate you all so much."
Website design + development
Following the creation of the brand identity and assets, the next stage of the project was to design and build a standalone website to generate awareness for the product, capture leads and offer support.
Clay Walsh
Head of Marketing, Autodesk Workshop XR
Head of Marketing, Autodesk Workshop XR
"The launch of Workshop XR’s website last Fall was a moment of immense pride for our team, and we owe a great deal of that success to Torpedo. They were instrumental in bringing our vision to life, and we continue to receive positive feedback about the site."
10,138 Unique visits to website 5:35 Average time on site
Results captured after the first 2.5 months
Campaign development
The last step was to plan and implement Workshop XR's go-to-market campaign to build awareness and understanding of the industry benefits.
Still reading? For anyone interested, the following shows our creative approach and a look behind the scenes.
Brand strategy objective
Extensive competitor reviews helped to uncover insights and opportunities Workshop XR could leverage. Then, we focused on understanding key influencers—architects, engineers, BIM/VDC managers, and tech directors—through user interviews. By exploring their workflows and understanding how they collaborated with their teams, we aimed to identify what worked well and what didn’t, ensuring Workshop XR could best address their needs.
Product + Industry Research
Brand Strategy + Narrative
Visual brand development
Change your perspective. Elevate your understanding.
We had a ground-breaking product to showcase, so every statement needed to pack a punch, while making it abundantly clear that VR provided true value for AEC teams. We needed to make it clear that Workshop XR empowered teams to make better design decisions and helped them collaborate, interrogate and problem-solve together—in real-time—from anywhere in the world.
With that as our guiding light, we aimed to create a visual identity for Workshop XR that connected to the Autodesk master brand, while still uniquely showcasing its cutting-edge technological capabilities and embodying the immersive experience of stepping inside 3D design models.
With that as our guiding light, we aimed to create a visual identity for Workshop XR that connected to the Autodesk master brand, while still uniquely showcasing its cutting-edge technological capabilities and embodying the immersive experience of stepping inside 3D design models.
Initial Visual Brand Concepts
Immersive user experience
We wanted an engaging and immersive initial user experience with the brand. Our scroll-prompted product introduction on the homepage immediately conveyed that this was a next-generation design review tool and gave the viewers the control to immerse themselves in the design.
Developing the Visual Brand Concept + Narrative
Art Direction
Video + Photoshoot
