Autodesk, Graphisoft spent two decades unable to increase its North American market share beyond a paltry 9%. This remained true even as architecture began to embrace the 3D design future led by Graphisoft’s ARCHICAD technology, and as customers found Autodesk’s innovation and support increasingly lacking. Graphisoft engaged Sagon-Phior for a comprehensive
strategic analysis to craft a powerful platform aimed at disrupting the market immediately, enhancing brand visibility, and securing sustainable sales growth.

Our behavioral research into architects, designers and engineers indicated that their purchasing decisions extend well beyond simple features and benefits. We discovered that these professionals have a significant emotional
investment in their technology choices, which are influenced by their personal identity, career aspirations, and the community they aspire to be a part of. We
advised Graphisoft that while it may not be able to outspend its competitor Autodesk, they could certainly outwit them. We identified a critical gap in the market: architects and designers craved objective and credible industry storytelling and insights, especially at a time when rapid technological changes were inundating them.

To establish Graphisoft as a leader in the field, we crafted 'By Design', an original content series that has won multiple national and international awards. This series delves into pressing issues at the intersection of architecture and technology.

We shifted Graphisoft's brand focus from software to innovation. Instead of traditional advertising, we prioritized targeted audience messaging and introduced 'By Design' as a new branded content series, along with a dedicated website to showcase its content. 'By Design' engaged with the emotional drivers of architects by exploring themes that resonate deeply with them, such as challenging norms, breaking conventions, and
promoting innovative thinking.


The series of films were divided up into smaller cut-downs and segments allowing the sales and executive teams to use all content for presentations, social media, and email marketing programs. The results of this program has reached over 1 million unique viewers, revenue growth of
$40M over 60 months, and grew marketshare from 9% to 14% worldwide.