Marketing copy for AEC & CAD software teams who sell to architects and engineers
Case study copywriting
Landing page copy
Wireframing
Voice + Tone branding
Voice + Tone branding
Case study copywriting
Storytelling
Distribution assets - social media, email, partner notifications
SEO optimization
Hi there!
Do you work in the AEC industry? If yes, we have a lot in common. Find out more about my previous work below! Book a 30-minute copy audit so I can learn about your business goals and offer actionable next steps.
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
- 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
Learn More
Archicad Tiers Marketing Pipeline
Customer research
Email nurturing campaign
Landing page
Moving to subscription opens the door to creative pricing tier opportunities. Specific ICPs get packages that meet them where they are.
- The Studio pipeline opened with a myth-busting webinar follow-up, using the "Breaking CAD Barriers" session as a trust-builder before any product ask.
- The sequences are built to convert at the decision stage, not the awareness stage — readers arrive pre-educated, objection-handled, and with a clear next step. The landing pages (visible in the campaign screenshots) mirror the email logic, extending the narrative rather than restarting it, which is the thing most campaigns get wrong.
Outcomes
- Anchored every email in a real project and a real firm (Nivy Centrum, SIEBERT + TALAŠ) so the value proposition is demonstrated, not described. The case study does the selling.
- Structured the three-part Collaborate sequence as a progressive argument: first the pain (handoff chaos), then the proof (how Nivy solved it), then the mechanism (BIMcloud SaaS feature breakdown) — so each email earns the next.
- Kept language close to how architects actually talk about their frustrations — "clashing edits," "scattered emails," "someone's inbox," "manual backups" — rather than software marketing speak.
Strategy
- Archicad competes in a market where Revit is the default assumption. The real enemy wasn't competitor loyalty — it was inertia. Firms know their current stack is slowing them down but overestimate the cost of switching and underestimate what staying costs.
- Multi-discipline BIM workflows involve architects, structural engineers, MEP consultants, IT, and C-suite all with different objections. One email sequence has to speak fluently to all of them without sounding like it's trying to.
- The standard B2B playbook — feature lists, spec sheets, pricing tables — lands flat with design professionals. Architects respond to stories about buildings, not software.
Challenges
Last Project
Graphisoft needed to move architects and BIM managers from "this software works fine" to "we need to switch" — without triggering the instinct to close the tab. Two parallel pipelines (Studio and Collaborate) had to do heavy strategic lifting while feeling like a conversation, not a pitch deck.
Project Synopsis
Last Project
Click and drag the image left to see all the assets
- 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
Next Project
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
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Customer research
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.