SketchUp
Brand Identity
SketchUp is a beloved 3D design software whose founding promise no longer matched its capabilities. We evolved SketchUp’s brand for a new era, updating its legacy positioning into a more desirable, premium, and professional brand with greater appeal to AEC professionals.
After Trimble's acquisition, SketchUp wanted to evolve its brand positioning to meet the needs of serious AEC professionals.
We developed a new brand strategy and design toolkit that reflects the diverse needs of SketchUp users. Our partnership focused on bringing clarity to SketchUp’s vast capabilities, highlighting a product experience that’s more intuitive and creative than the competition, and emphasizing SketchUp's superpower: helping people communicate and develop their ideas.
After Trimble's acquisition, SketchUp wanted to evolve its brand positioning to meet the needs of serious AEC professionals.
We developed a new brand strategy and design toolkit that reflects the diverse needs of SketchUp users. Our partnership focused on bringing clarity to SketchUp’s vast capabilities, highlighting a product experience that’s more intuitive and creative than the competition, and emphasizing SketchUp's superpower: helping people communicate and develop their ideas.
After Trimble's acquisition, SketchUp wanted to evolve its brand positioning to meet the needs of serious AEC professionals.
We developed a new brand strategy and design toolkit that reflects the diverse needs of SketchUp users. Our partnership focused on bringing clarity to SketchUp’s vast capabilities, highlighting a product experience that’s more intuitive and creative than the competition, and emphasizing SketchUp's superpower: helping people communicate and develop their ideas.
Our newly optimized identity system champions better ways of working, captures the spirit of a product people love, and supercharges brand creativity and communication.
Collaborating with the SketchUp team, we transformed a product-first approach into an inspiring, actionable framework that allows SketchUp to own its new ambitions. We articulated a singular vision that acts as both a unifying rallying cry and a future-facing north star to align and integrate the efforts of the product, engineering, and marketing teams.
Our newly optimized identity system champions better ways of working, captures the spirit of a product people love, and supercharges brand creativity and communication.
Collaborating with the SketchUp team, we transformed a product-first approach into an inspiring, actionable framework that allows SketchUp to own its new ambitions. We articulated a singular vision that acts as both a unifying rallying cry and a future-facing north star to align and integrate the efforts of the product, engineering, and marketing teams.
Our newly optimized identity system champions better ways of working, captures the spirit of a product people love, and supercharges brand creativity and communication.
Collaborating with the SketchUp team, we transformed a product-first approach into an inspiring, actionable framework that allows SketchUp to own its new ambitions. We articulated a singular vision that acts as both a unifying rallying cry and a future-facing north star to align and integrate the efforts of the product, engineering, and marketing teams.
Using foundational elements from SketchUp’s parent company Trimble, we created a more flexible design and motion system that leverages the design language of the product itself.
The visual identity is additive to users’ software experience, including UI-derived details, dynamic typography, and a refreshed color palette. The expanded toolbox empowers SketchUp staff to be more creative and efficient with clearly documented guidelines—a first in the company’s history—to quickly build advertising, social content, imagery, and video.
Using foundational elements from SketchUp’s parent company Trimble, we created a more flexible design and motion system that leverages the design language of the product itself.
The visual identity is additive to users’ software experience, including UI-derived details, dynamic typography, and a refreshed color palette. The expanded toolbox empowers SketchUp staff to be more creative and efficient with clearly documented guidelines—a first in the company’s history—to quickly build advertising, social content, imagery, and video.
Using foundational elements from SketchUp’s parent company Trimble, we created a more flexible design and motion system that leverages the design language of the product itself.
The visual identity is additive to users’ software experience, including UI-derived details, dynamic typography, and a refreshed color palette. The expanded toolbox empowers SketchUp staff to be more creative and efficient with clearly documented guidelines—a first in the company’s history—to quickly build advertising, social content, imagery, and video.
We built a custom-coded motion toolkit that enables internal teams to create content quickly without animation software.
To seamlessly integrate the new toolkit into SketchUp’s post-production workflow, our MOGRTs (motion graphics templates) allow editors to spend more time on storytelling and less on time-consuming animation. The new motion toolkits extend the brand’s identity into 3D space similar to the SketchUp software, and even allow for easy integration of images and objects from SketchUp’s proprietary 3D Warehouse library.
We built a custom-coded motion toolkit that enables internal teams to create content quickly without animation software.
To seamlessly integrate the new toolkit into SketchUp’s post-production workflow, our MOGRTs (motion graphics templates) allow editors to spend more time on storytelling and less on time-consuming animation. The new motion toolkits extend the brand’s identity into 3D space similar to the SketchUp software, and even allow for easy integration of images and objects from SketchUp’s proprietary 3D Warehouse library.
We built a custom-coded motion toolkit that enables internal teams to create content quickly without animation software.
To seamlessly integrate the new toolkit into SketchUp’s post-production workflow, our MOGRTs (motion graphics templates) allow editors to spend more time on storytelling and less on time-consuming animation. The new motion toolkits extend the brand’s identity into 3D space similar to the SketchUp software, and even allow for easy integration of images and objects from SketchUp’s proprietary 3D Warehouse library.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer & Creative Director
Erica Schrager, Executive Producer
Ryan McCree, Director of Client Partnerships
Bo Bishop, Executive Director Creative Strategy
Mika Saulitis, Director of Creative Strategy
Bob Maynard, Strategist
Nathan Lackie, Strategist
Johanna Beck, Strategist
Natalie Studdert, Producer
Lili Emtiaz, Art Director
David Conklin, Creative Technologist
Sarah Cortese, Designer
Steve Haslip, Designer
Marcelo Meneses, Animator
Tyler Rispoli, Animator
Ming Hsiung, 3D
September Raines, Editor
SketchUp / Trimble
Stephen Bury, Senior Director of Marketing
Christopher Cronin, VP Architecture & Design and Education
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer & Creative Director
Erica Schrager, Executive Producer
Ryan McCree, Director of Client Partnerships
Bo Bishop, Executive Director Creative Strategy
Mika Saulitis, Director of Creative Strategy
Bob Maynard, Strategist
Nathan Lackie, Strategist
Johanna Beck, Strategist
Natalie Studdert, Producer
Lili Emtiaz, Art Director
David Conklin, Creative Technologist
Sarah Cortese, Designer
Steve Haslip, Designer
Marcelo Meneses, Animator
Tyler Rispoli, Animator
Ming Hsiung, 3D
September Raines, Editor
SketchUp / Trimble
Stephen Bury, Senior Director of Marketing
Christopher Cronin, VP Architecture & Design and Education
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer & Creative Director
Erica Schrager, Executive Producer
Ryan McCree, Director of Client Partnerships
Bo Bishop, Executive Director Creative Strategy
Mika Saulitis, Director of Creative Strategy
Bob Maynard, Strategist
Nathan Lackie, Strategist
Johanna Beck, Strategist
Natalie Studdert, Producer
Lili Emtiaz, Art Director
David Conklin, Creative Technologist
Sarah Cortese, Designer
Steve Haslip, Designer
Marcelo Meneses, Animator
Tyler Rispoli, Animator
Ming Hsiung, 3D
September Raines, Editor
SketchUp / Trimble
Stephen Bury, Senior Director of Marketing
Christopher Cronin, VP Architecture & Design and Education