Achieving 30% growth while integrating brand

Transformed a beloved 3D software brand into a growth powerhouse that maintained its soul while driving 30% CAGR and dramatically improved user experience.

Date

February 2021

Services

Digital and Brand

Brand

SketchUp (Trimble)

Project results.

CAGR Growth

Drove 30% growth by creating intuitive journeys that actually made sense to users.

Revenue Jump

Helped grow SketchUp from $30M to $50M via aligned brand experiences.

Project overview.

I stepped into SketchUp at a critical moment: a beloved "3D for Everyone" brand with 60M passionate users faced an identity crisis after joining Trimble. We needed to evolve this quirky indie software brand without losing its soul, while positioning it within Trimble's broader portfolio of professional tools. The challenge was maintaining SketchUp's approachable spirit while scaling its market presence.

Project execution.

I led a multi-disciplinary team to reimagine SketchUp's market presence: - Mapped comprehensive user journeys across different audience segments - Created an information architecture that balanced simplicity with power - Developed experiences that honored the brand's roots while elevating its position - Built scalable design patterns that worked for both hobbyists and professionals - Integrated the brand within Trimble's ecosystem while maintaining its unique identity

Project results.

Our transformation drove remarkable growth while preserving SketchUp's core mission:
- 30% CAGR through intuitive user journeys that resonated with both casual and pro users
- $20M growth from $30M to $50M through aligned brand experiences
- Maintained authenticity while expanding into professional markets
- Increased adoption across Trimble's architecture and construction portfolio

We proved that a brand could grow up without selling out. SketchUp evolved from a quirky 3D tool to an integrated platform brand while keeping its "3D for Everyone" soul intact.

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