With industry giant Autodesk owning 90% of the US market for architecture, engineering and contracting (AEC) software, Graphisoft discovered that superior tech isn’t enough on its own to disrupt long term relationships, or overcome the concerns that come with leaving a perceived market leader.
While they could never outspend Autodesk, Graphisoft could outsmart them by placing their brand at the center of industry conversation. Across four seasons, By Design became one of AEC’s most popular content series, with a critical focus on architecture and technology led by Graphisoft, but always objective and unafraid. A total of 20 episodes were created, generating an international reach that extended to multichannel and live experiences, eventually forcing Autodesk to attempt its own copycat.
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