Client
Autodesk
Services
Visual identity
Presentation
Digital assets
Role
Creative Director
Agency
ROI Communication
Overview
Autodesk needed a clear, compelling way to bring its refreshed mission and values to life through internal culture. I led the creation of a Culture Code visual identity and campaign that gave Autodesk employees a consistent, memorable framework and supported the global culture team’s rollout, including a CEO presentation, with design that stood apart and felt authentic.
The Challenge
Autodesk had sharpened its mission and values, and the leadership team wanted the culture narrative to feel owned by employees, not just another communications campaign. The risk was that the new culture messaging could feel generic, ignored, or lost in the noise of ongoing change. The internal comms team needed a way to make culture visible, credible, and differentiating.
The Approach
I worked closely with Autodesk’s culture and brand teams to deconstruct their existing brand elements and rebuild a design system specifically for internal culture. Together, we built a visual identity for the Culture Code that would stand apart within Autodesk’s ecosystem but still feel rooted in the broader brand. We developed custom icons, lockups, signature graphics, and brand applications. We also modeled visuals on real internal communications such as presentations, posters, and digital assets so the culture team could see how it would live inside Autodesk and maintain consistency with flexibility.
The Results
The Autodesk culture team used the identity to power a successful global rollout, anchored by a CEO-led presentation. Because the visuals were distinct and thoughtfully integrated, internal communications using the Culture Code stood out rather than blending into the background. Leaders embraced the look. The design system gave the culture team confidence to continue building on it in future campaigns, making the system scalable and sustaining adoption over time.
Kudos to my team
Visual designer, Rosanna Menza and art director, Jackie Justice.
