The multi-media division of software giant Autodesk needed freedom to grow in markets not served by the parent company. A new brand helped generate momentum and focus.

New Brand for New Markets
Autodesk, well known for its success in transforming the computer-aided design business from expensive engineering workstations to more economical PC’s, had been nuturing a small division devoted to digital content creation.

A Proven Formula
This small multi-media division had learned the secret of providing 80% of the functionality at 20% of the price — the same formula which made Autodesk so successful — but it was having a difficult time stepping out from the shadow of its conservative parent and into the limelight of Hollywood film production companies, television stations, visual designers and architects, and – very importantly – game developers.

Room to Grow
While Autodesk did not want to spin off a new company, the need to speak to the target audience in a different brand language had became apparent. A compromise solution was found in the form of a brand that appeared fully independent to the public but was internally linked to Autodesk. This allowed an independent approach to developing marketing for the highly competitive visual effects, 3D animation, visualization and conceptualization, and game developer markets.

Success at the Top
Kinetix quickly became the number one supplier of professional 3D animation and visualization software. It achieved enormous publicity through its “Dancing Baby” animation, which was seen by countless viewers through e-mail and the web, as well as many successful game characters such as Laura Croft. After a merger with Discreet, the Kinetix brand name was retired, but its flagship product lives on as 3ds max.