Bringing clarity to complex digital twin technology.

When Autodesk Tandem was planning to go to market, digital twin technology was a complex concept that wasn’t widely understood by the architecture, engineering, construction, and operations (AECO) sector. The category was growing at pace, but the solutions on the market felt abstract, overly technical, and hard to compare. There was a clear need to educate the target market on what the technology is and the business value of digital twin adoption.

Tandem’s cloud-native platform offers a practical, intuitive way to work with live building data – within the context of an accurate 3D digital replica of the physical asset. The goal was to clearly communicate the real-world value of this and to do it in a way that resonated with time-poor AECO professionals who don’t have the bandwidth to decode complex platform specifications.

For launch, the Tandem team wanted a distinctive positioning and identity, a creative awareness campaign, and a new website with an engaging user experience. Ultimately, the goal was to drive traffic to the website to start building awareness of the brand and educate Tandem’s ICP on the possibilities of digital twin technology.

Inspired by how Tandem enables building owners and operators to digitally interact with design and construction data, we identified ‘flexible control’ and ‘collaboration’ as the key value drivers for users – putting them at the heart of the brand narrative.

This and our competitor analysis then guided our ideation process. Most competitors seemed to be applying a ‘digital ghosting’ effect to their creative assets, making them all feel very similar. The concept we chose came from the valuable outcome of using Tandem: clarity builds confidence.

With this as our strategic springboard, we developed an original creative system that visualised the modular data blocks of the digital twin solution. These enlarged, cubic pixels contained building design elements and specific types of AECO building data – and became a powerful metaphor for control, organisation, and accessibility. The direction deliberately broke from category norms. Instead of ghostly, translucent visuals, Tandem appeared bold and tangible.

All the assets we created for this launch campaign helped to position Tandem as a clear contender. The unique look was instantly recognisable and ownable, while still aligning with Autodesk’s established brand identity.

During the initial campaign window, we had over 70,000 unique visits to the website, signalling significant interest among our AECO audience. More importantly, it helped users quickly understand what Tandem does – and why it matters. With a distinctive visual language and a clear narrative, Autodesk now has a scalable platform for future campaigns – one that makes complex data more digestible, usable, and valuable.