Redefining 3D printing

While Autodesk was the dominant CAD brand for more than 30 years, it was newcomer to the emerging 3D printing market. For their new platform to succeed, they needed to establish credibility quickly. They also had to contend with two well-entrenched brands that dominated the market.

Hundreds of other companies were also doing innovative work in 3D printing. Rather than take on the two market leaders directly, I positioned Spark as a connective tissue for the whole market. Working in–house, I launched this new platform brand through global events, thought leadership, digital campaigns, and account based marketing.