SketchUp is a 3D design platform for architects, designers, and construction professionals around the world to model and visualize ideas.
3D Modeling & Rendering Software• Founded in 2000 • Parent Company: Trimble • Revenue: 3.79 billion • Market cap: 15.64 billion
We partnered for 5 months on product marketing and GTM strategy for a new AI product.
The Challenge
Launching a first-of-its-kind AI product with a clear story, specific pricing and go-to-market strategy.
SketchUp was building an AI-powered add-on that brought generative design, photorealistic materials, and conversational assistance to their design workflow. But the team needed clarity on how to bring it to market.
They needed help crafting a scalable naming system, refining product positioning and messaging, evaluating pricing, developing a GTM plan, and building a visual identity that matched the innovation of the product – all while aligning to SketchUp’s existing brand architecture and customer expectations.
“Another very stimulating, very helpful engagement that stretched us beyond our typical bounds. The quality of input has been incredible and we're very grateful - it's been a great run.”
SUMELE ADELANA
Product Marketing Manager
“I've learned a lot working with the Olivine team. We've come a long way and done a lot of things. I'm going to miss our meetings - we've really accomplished something special together.”
MICHAEL TADROS
Director of Product Management
The Deliverables
A complete strategy and toolkit to confidently take SketchUp to market
Olivine delivered a comprehensive set of strategic frameworks, validated messaging, pricing and packing plays, visual design, and a go-to-market plan to help SketchUp launch with confidence, and consistency. From naming conventions to pricing surveys and landing page copy, the work created clarity and alignment across internal teams while accelerating time-to-market.
The result: a differentiated AI offering with clear market positioning, cross-functional alignment, and a launch-ready GTM plan that scales with future AI innovation.
Naming Strategy
Framework for scalable AI product naming, plus workshop and stakeholder alignment.
Pricing & Packaging Evaluation
Competitive pricing review, sensitivity surveys, and strategic roadmap.
Product Brand Architecture
Taxonomy and architecture mapping to situate new AI tools within the SketchUp ecosystem.
GTM Strategy & Materials
End-to-end GTM plan with clear owners, phases, KPIs and executed content items.
Positioning & Messaging Guide
Validated messaging framework tailored to distinct features and buyer personas.
Product Brand Design
Visual identity options, mood boards, and style tiles for the AI offering.
The Olivine Team
