Role
Creative Direction
Creative Vision + Strategy, Concept Development, Project Creative Direction + Oversight, Team Leadership, Client Presentation + Collaboration, Campaign Shoot Direction, Cross-team Collaboration + Alignment.
Creative Direction
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
Harjit Sandhu - Strategy Director
Cody Yellowlees-Bound - Marketing & Growth Director
Aidan Hooker - Sr Account Manager
Luke Powell - Sr Account Manager
Richard Porter - Art Director
Daniel Forni - Art Director
Lucia Vazquez - Designer
Damian Thomas - Motion Director
Steve Hibbard - Sr 3D Designer
James Witcomb - Sr Motion Designer
Richard Pinches - Photographer
Harjit Sandhu - Strategy Director
Cody Yellowlees-Bound - Marketing & Growth Director
Aidan Hooker - Sr Account Manager
Luke Powell - Sr Account Manager
Richard Porter - Art Director
Daniel Forni - Art Director
Lucia Vazquez - Designer
Damian Thomas - Motion Director
Steve Hibbard - Sr 3D Designer
James Witcomb - Sr Motion Designer
Richard Pinches - Photographer
When launching Tandem™, their first-ever true incubator project, Autodesk chose Torpedo as a partner to create and establish the Tandem brand, design and build the website and develop campaigns to bring the product into the public domain.
Autodesk Tandem is a cloud-based digital twin platform for AEC. A digital twin is a dynamic, live digital replica of a physical asset that combines design, construction and operational data to simulate, predict and inform decisions. Tandem helps make the building handover process seamless and enables proactive Owner maintenance, providing insight into operation, performance and efficiency.
Brand strategy objective
Develop a compelling brand narrative for Tandem that connects to the Autodesk master brand and expresses what digital twins in the AEC space mean to Autodesk and their customers.
Visual brand development
Your Digital Twin Future, in Your Hands
The creative was driven by research and user needs with a focus on data at the heart of the story. Instead of representing a digital twin as a virtual wireframe—like every other competitor—we used ‘data blocks’ to represent building information, workflows and 3D models. The ‘data blocks’ were designed to represent various types of information from different users and visualise how Autodesk Tandem puts customers in the driving seat of their own digital twin future and puts the control in their hands. 'Remotely access all project data, from anywhere in the world'.
The creative was driven by research and user needs with a focus on data at the heart of the story. Instead of representing a digital twin as a virtual wireframe—like every other competitor—we used ‘data blocks’ to represent building information, workflows and 3D models. The ‘data blocks’ were designed to represent various types of information from different users and visualise how Autodesk Tandem puts customers in the driving seat of their own digital twin future and puts the control in their hands. 'Remotely access all project data, from anywhere in the world'.
Rita Semaan
Autodesk Tandem, Head of Marketing
Autodesk Tandem, Head of Marketing
"I have crossed paths with many, MANY, agencies in my career in marketing. Small, large - and everything in between. I mean this from the bottom of my heart when I say I have never met such a crew that measures up to the amount of care you have provided us with. You have been so accommodating and beyond professional."
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.
Rita Semaan
Autodesk Tandem, Head of Marketing
Autodesk Tandem, Head of Marketing
"Torpedo's work on Tandem was not just a display of creativity but also a testament to their deep understanding of a complex audience landscape. They crafted a user journey that speaks uniquely to the varying levels of understanding and maturity in the digital twin space. By intuitively navigating through the intricacies of each target audience, they created a flow that both engages and caters to their unique needs and knowledge base. This thoughtful approach has significantly enhanced the user experience, making it accessible to all."
58,918 Unique visits to website 2:31 Average time on site 2052 Free account signups
Results captured after the first 8 months
Campaign development
The last step was to plan and implement Tandem’s go-to-market campaign, to build awareness and understanding of the industry benefits of working in Tandem. The campaign’s focus would be on AEC Firms—as as they were identified as the audience to most benefit from Tandem and were the most BIM-mature.
Autodesk Tandem, Senior Marketing Manager
“Torpedo’s holistic approach to brand positioning helped Autodesk Tandem, a new digital twin solution, establish its brand identity and achieve industry recognition. They worked in partnership with our marketing team to create a visual identity and a positive customer experience that solidified our position in the digital twin landscape. ”
Still reading? For anyone interested, the following shows our creative approach and a look behind the scenes.
Communication Strategy
Initial Visual Brand Concepts
Video + Photoshoot
