Client: Autodesk | Role: Creative Director | Agency: ROI Communication
Autodesk was evolving its company culture to center customer experience—starting with a refresh of its mission and values. But to make that shift real, it needed more than words on a slide. The internal comms team needed a way to bring this culture shift to life visually—something distinct, meaningful, and scalable across the organization.
Create a visual identity for the “Autodesk Culture Code” that would resonate with employees, stand out from existing internal comms, and serve as a creative system the culture team could use to communicate the new values clearly and consistently.
As Creative Director, I led the strategic and creative development of the Culture Code identity:
Deconstructed and reimagined the Autodesk brand system to create a fresh look that still felt familiar.
Developed custom design assets—icons, lockups, and graphics—that gave the Culture Code a unique voice within Autodesk’s visual landscape.
Worked closely with internal stakeholders to ensure the identity aligned with the company's updated mission and values.
Directed a small design team to deliver polished, flexible assets that could scale across formats and channels.
The Culture Code identity launched successfully, giving Autodesk’s culture team the tools to communicate the company’s updated mission with clarity and creativity. It stood apart from other internal materials and was ultimately presented by CEO Andrew Anagnost—reinforcing its significance company-wide. The result: a cultural shift employees could actually see and feel.
Kudos to the team: Visual designer, Rosanna Menza and art director, Jackie Justice.