Our voice is optimistic, trusted, and human. How that comes to life depends on how and where it’s used. Our tone—how we modulate our voice—can change depending on audience, medium, and goal.
For example, advertising or marketing campaigns will offer many opportunities to lean into our voice; product and help content will be more straightforward. When possible, look to infuse our voice attributes into your content in ways that are user-focused and contextual.
Here are some examples to get you started.
Advertising or marketing campaignsCopy link to clipboard
With this kind of writing, you’ll want to grab your readers’ attention while also offering meaningful information. Lean into our brand voice, give your headlines impact, and experiment with clever constructions.
Rocket science is nothing without landing science.
Design groundbreaking projects without breaking new ground.
We think making a mountain out of a molehill isn’t as effective as making a mountain out of Maya.
Dreams really do come true. You just have to render them.
Today’s dreamers are tomorrow’s doers.
Product, learning, and community contentCopy link to clipboard
For informational or descriptive copy, we’ll modulate our voice. Often, we can inject flavor with a compelling introductory sentence or paragraph.
Please keep in mind that Autodesk embraces brevity as a best practice for copywriting. Adding voice to copy doesn’t require tacking on superfluous content. While some copy may benefit from a little more verbiage, strive to keep your writing tight, bright, and focused on essential information.
These before-and-after examples show how you can make small changes in copy that retain the meaning and intent while better reflecting our voice.
Example: Collections copy
Before
What is the Architecture, Engineering & Construction Collection?
The AEC Collection provides designers, engineers, and contractors a set of BIM and CAD tools supported by a cloud-based common data environment that facilitates project delivery from early-stage design through to construction.
- Create high-quality, high-performing building and infrastructure designs with conceptual and detailed design tools.
- Optimize projects with integrated analysis, generative design, and visualization and simulation tools.
- Improve predictability in the field with tools that maximize constructibility and project coordination.
After
When great minds have great tools, they can accomplish great things.
The Autodesk AEC Collection gives designers, engineers, and construction professionals the tools and integrated workflows to create with ease, explore what’s possible, and build with confidence.
- Create high-quality, high-performing designs with a range of conceptual and detailed design tools.
- Make data-driven insights the foundation for your design approach with powerful, fast performance and environmental analytics.
- Connect workflows, improve BIM project delivery, and unify design and construction data to review and coordinate projects.
Guidance
Lead with an inspiring, optimistic statement to connect with the audience.
Show the audience what’s possible with Autodesk.
Create connection with industry-specific needs and capabilities.
Use active, action-oriented verbs.
Example: Certification copy
Before
Autodesk certifications signal your experience with future-focused skills and workflows and show employers you’re ready to step into emerging roles. We offer online certifications in the following industries:
After
When you have the knowledge and the know-how, the sky’s the limit for your projects—and your career.
Autodesk certifications signal your experience with future-focused skills and workflows.
Want to show employers you’re ready to step into emerging roles? Gain online certifications in the following industries:
Guidance
Lead with optimism and show value.
Punctuate for impact with em dashes and question marks.
Write in a conversational tone.
Example: Industry copy
Before
The future of product design and engineering
Manufacturers are under more pressure than ever to deliver better products faster, at lower cost, and with less waste. Explore how our tools can help you succeed in this rapidly changing era of digital transformation.
After
You believe that good design and good engineering can solve any problem. So do we.
The race to bring successful products to market is ripe with challenges—and opportunities. Because where others see roadblocks, you see complex, delightful, impossible problems. Little mysteries to solve. Puzzles to unlock. New paths to efficiency.
Explore new possibilities in your development process with Autodesk design and manufacturing software.
Guidance
Talk to your audience in a warm, human voice.
Cast your content with an optimistic slant.
Break grammar rules judiciously for impact.
Pique your readers’ curiosity and invite them to learn.
Example: Community copy
Before
The Autodesk Community is a global network of connected customers, partners, and employees who learn from each other, develop professional practice, and drive innovation in their respective industries.
Autodesk Community programs help anyone connect, solve problems, share expertise, and realize business value.
After
Share, learn, and be inspired
Discover a living library of member-contributed knowledge, projects, and insights, and join in by sharing your own.
Community blog: Improve your skills with tutorials, read member stories about projects and careers, and have your say on issues that matter in your industry.
Community gallery: Spark your creativity by exploring the incredible projects that people are designing and making, and share your own work.
Community forums: Find tips, solutions, and best practices from real-world experts for the tools you use every day, and help others by sharing your own.
Guidance
Lead with an invitation to explore.
Use subtle alliteration.
Use second person to foster connection.
Choose positive, human language.
Position us as a trusted, expert partner.