Vectorworks Design Day Rebrand

Vectorworks, Inc. is a CAD (Computer-Aided Design) and BIM (Building Information Modeling) software company designed for architecture, landscape, entertainment, and interior industries.

Vectorworks Design Day is an annual series of events held around the world, aiming to provide product updates, share customer stories, and connect industry professionals with each other. There’s five events in 2023 held at Vancouver, UK, NYC, Los Angeles, and Brooklyn.

Challenge

In the past, Vectorworks Design Days’ branding relied heavily on industry-specific and location-based project imagery. This made it difficult to consistently find suitable images that met both criteria. There was an increased need for a more brand-centric visual identity that’s adaptable and timeless.

Timeline

July–Oct 2023

Role

Brand
Illustration

As the in-house graphic designer at Vectorworks, I:

Developed and refined the new Vectorworks Design Day visual identity
Adapted graphics for digital and print formats
Playfully maintained and expanded the Vectorworks brand

The central brand concept incorporates discovery, symbolizing the initial steps in the design phase, and design freedom, reflecting Vectorworks' fundamental brand message to create without limitations.

In the early stages of the design process, we enter an exploration phase. Our ideas are loose, free form, and unrefined. We’re able to experiment and play around with different options.

The branding embodies the fluidity of discovery and the flexibility of design freedom.

Our line work is a nod to the UI elements in software and the shapes reflect the 3D modeling aspect of Vectorworks. These shapes aren't fully solid, representing the raw ideas in our design process. These brand elements tie together design, modeling, and ideation, capturing the essence of our Design Day events.