Selected works
with
Case study copywriting
Distribution assets - social media, email, partner notifications
SEO optimization
Graphisoft SE, headquartered in Budapest, is a European pioneer of Building Information Modeling (BIM) software and the developer of Archicad — one of the first BIM solutions for architects, launched in 1984. Now a subsidiary of Nemetschek, Graphisoft continues to lead innovation in design technology with offices across Europe, the U.S., and Asia.
Graphisoft case studies
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- A scannable, shareable sales and marketing asset together with digital distribution collateral (email copy, social media copy, in-app copy)
- Strengthened relationship with partner through careful and thorough case study process
- Strengthened brand credibility and clear differentiation
- Technical benefits made easy to grasp and emotionally relevant
Outcomes
- Employed a modular structure with eyebrow text, short headlines, highlighted quotes, and bulleted lists
- Wrote each case study with our customers positioned as the hero - and Graphisoft the superpower
- Highlighted measurable differences about ease and efficiency in quotes, dedicated CTA buttons to relevant landing pages
Strategy
- Writing a unique case study that is scannable without oversimplifying the technical complexity.
- Differentiating Graphisoft from heavyweight competition like Autodesk by shining a light on the user experience and interoperaility
- Highlighting both the customer and Graphisoft equally
- Translating BIM benefits into more tangible outcomes using customer interviews
Challenges
In our 4 year working relationship with Graphisoft I've run the gamut. Whether it's North America, Brazil, Europe or otherwise - for architects, engineers, construction professionals, or tech partner solutions - all marketing copy ends up at my door to be written, enhanced, and brand-aligned.
Project Synopsis
History of CAD book reprint
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- The republished History of CAD was successfully printed and distributed as a high-quality, collectible edition, then gifted to targeted clients
- Shapr3D was able to strengthen relationships with key prospects and provide a tangible touchpoint that demonstrated their thought leadership and industry expertise
Outcomes
- Synthesized through themes, in order to better condense new innovation with a more narrative approach
- Structured content in digestible layers — short paragraphs, subheadings
- Used a narrative tone of voice in order to ease the read
Strategy
- Honoring Weisberg's original iconic work while contextualizing decades of CAD history in the introduction without losing the audience
- Synthesizing decades of new CAD evolution since the 90s, where the book leaves off
- Balancing reflection and forward-looking insights without speculating or leaving the conclusion feeling flat
- Creating emotional resonance through an easy to read narrative style without losing historical details
Challenges
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Last Project
A special print project with long-time clients and collaborators Shapr3D. The Apple Design Award winning team is an underdog working to get in with heavyweight 3D design clientele. As such, their outreach efforts often think outside of the box - including reprinting and expanding David Weisberg's encyclopedic History of CAD.
Project Synopsis
- The website clearly showcases all Nemetschek software bundles in a scannable and accessible format for diverse audiences.
- It reinforces brand authority in the Indian market and highlights key differentiators against competitors.
- It drives engagement and conversions by guiding visitors toward local partners and contact forms.
Outcomes
- Used clear, scannable tables and interactive bundle configurators
- Listed brief, digestible descriptions on the main page with expandable technical specs for experts.
- Brands were sorted by industry, segment, and profession, with brief product suite breakdowns and suggested bundles
Strategy
- Explaining Nemetschek’s multiple products and differently structured bundles was challenging because overlapping tools, optional add-ons, and licensing options could easily confuse readers
- Writing for an audience that ranges from highly technical BIM managers to executive leaders demanded balance
- Bundles, add-ons, and feature lists for online readers had to be organized with a clear hierarchy
Challenges
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Last Project
The mother of all European BIM design companies was breaking new ground in India. With a corporate headquarters and KPIs in tow the mission needed a website fit for the task.
Project Synopsis
Customer research
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XP video scriptwriting
Storytelling
Everyone's favorite mobile-first CAD software has an Editors’ Choice and Apple Design Award to its name, and with good cause. Building 3D modeling for the masses is an advanced exercise in simplification. Working with them included an entire overhaul of their brand voice across platforms, to make 3D design feel easy, peasy, lemon squeezy.
Shapr3D feature explainer video
- Honestly, check the commments! People loved this video.. It cemented Shapr3D's voice as smart and accessible at the same time.
Outcomes
- Led with a full sensory narrative
- Used voice of customer research to create an engaging narrative
- The narrative and timing of the video let us get away with minimal visuals and finish the project quickly
Strategy
- Shapr3D offers robust parametric modeling, direct modeling, and Apple Pencil-first interaction all packed into a mobile-first interface. Compressing those core ideas into a clear, digestible 60–90 second feature story is complex.
- New features are not exactly top of mind for users! Many CAD tool videos lose the viewer by second 5 — too much UI, too little storytelling.
- Most CAD videos look and sound the same: cold UI, robotic voiceover, flat pacing.
Challenges
Last Project
We had to figure out how to make a pretty complex topic like
CAD modeling understandable - even entertaining - for iPad users. The Mouse + Keyboard release video co-created with Bence, Shapr3D’s
awesome video guy hit the mark.