Strategic repositioning and emotionally branded content convert new users to advance architectural software brand.

GRAPHISOFT is a global software company specializing in innovative solutions for the architecture, engineering and contracting industries. Dominant in Europe but a small challenger brand in the US, they needed to rapidly stem loss of North American market share to Autodesk, the largest software brand in the industry, without the benefit of a large marketing and advertising budget. As a result, they were forced to find unexpected and disruptive ways to create greater awareness and revenue growth.

We are the only architectural software firm in the industry to create an award-winning original branded content series to drive awareness, response, conversions and sales. This has helped position Graphisoft as a global visionary in the AEC industry.”

Alex Bichuch
VP Marketing, Graphisoft

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Key Insight:

Behavioral research we conducted about architects and engineers revealed their purchase decision goes far beyond features and benefits. Central to this was the finding that our audience places a surprising emotional investment in the technology they select, based on how it fits to their self-image, ability to realize career goals and community of fellow users they can join. 

We realigned the GRAPHISOFT brand to focus on innovation vs. software. We eliminated advertising in favor of developing targeted audience messaging, a new branded content series called By Design and created a new By Design website to present series content. By Design furtively connected the GRAPHISOFT brand to the audience’s emotional triggers by exploring underlying themes that inspire architects — challenging assumptions, breaking rules and fostering disruptive ideas.


This unexpected marketing and branded content effort, supported with events and social media, brought the stories of architects and designers to life. The result of this online series turbocharged sales efforts, expanded awareness, deepened loyalty among existing customers and captured market share from the largest competitor.

YOY revenue growth
+ 0 %
Lead gen based on the market
+ 3 x
Sales increases in 2020
+ 0 %
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