Client
Autodesk
Services
Visual identity
Tagline development
Video direction
Design system and toolkit
Global launch campaign
Role
Creative Director
Agency
ROI Communication
Overview
Autodesk had sharpened its mission and values, and the leadership team wanted employees to feel ownership of the culture narrative — not just receive it. I led the creation of a Culture Code visual identity and design system that gave the culture team a consistent, recognizable framework to build on. The work anchored a CEO-led global rollout and became the foundation for all culture communications that followed.
The Challenge
The company had done the hard strategic work. The risk now was execution: new culture messaging with no distinct visual identity would disappear into the stream of everyday internal communications. The internal comms team needed the Culture Code to feel like its own thing — recognizable enough that employees would notice it, credible enough that leaders would trust it.
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. The goal was a visual identity that would stand apart within Autodesk’s broader ecosystem — distinct enough to cut through, but rooted enough in the brand that it felt like it belonged there.
We developed custom icons, lockups, and signature graphics, then applied them across real internal touchpoints — presentations, posters, Zoom backgrounds, and digital assets — so the culture team could see exactly how the system would work in practice and maintain it without coming back to us for every new application.
The Results
The culture team used the identity to power a successful global rollout, anchored by a CEO-led presentation. 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 keep building on it independently — which is how you know a system actually works.
Kudos to my team
Visual designer, Rosanna Menza and art director, Jackie Justice.
