Autodesk, the fourth largest software company in the world, grew to prominence as the maker of AutoCAD, the industry-leading software for computer-aided design on PCs. After 20 years, however, Autodesk's range of solutions for businesses has grown far beyond just AutoCAD. As more industries moved into data-driven and full 3-D design, Autodesk saw an incredible opportunity for growth. In 2004, Method worked with Autodesk to develop a brand platform that defined the company's identity in context of this opportunity. Building on our deep knowledge of Autodesk, established during a relationship begun in 1999 (see related story), and buttressed with a formal review of marketing materials and stakeholder interviews, Method helped provide the rationale for change and identify the company's brand promise and positioning. Method brought the brand to life through development of a new identity as well as the tone and voice of the brand. We then helped extend the brand to every customer touchpoint, from packaging to advertising. An extensive system of brand guidelines provided a framework for understanding the brand's use and rules ensuring its consistent application. Since the rebrand effort began in 2004, Autodesk has seen its stock rise almost twofold. The brand framework has not only given the company a way to represent its value but has provided a platform for future growth into new products and services that support its role, across industries, in making creators' ideas real.