WOTC Concepts
I explored a number of themes for Autodesk's 2004 Worldwide One Team Conference, which was a meeting of the entire company sales force plus attendees from their external sales channel.
This Is Not

This idea challenges the expectations, perceptions, and assumptions of the attendees. We would always "pay off" the concept by telling attendees what something is after we've told them what it's not.

"This Is Not" immediately communicates a straight-talk atmosphere for the event, and demonstrates a different voice for Autodesk. It also let's attendees know they're in for something different and unexpected.

"This Is Not" is also a great way to debut our new brand. The last thing at One Team could be a slide that reads, "This is not Autodesk, this is (our new company name).

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2004 Kevin Cobb. All rights reserved.