From Atlanta to New Momentum: What NASCC Meant for ISD Group USA

What NASCC Meant to Our Team

This year’s NASCC: The Steel Conference gave our team exactly what a great industry event should: strong conversations, new relationships, practical market feedback, and real momentum we can build on. Being in Atlanta allowed us to meet face-to-face with fabricators, engineers, detailers, cladding specialists, and partners who are all looking for better ways to move projects from design to production with more speed, more accuracy, and less friction. Source

NASCC is positioned as the premier educational and networking event for professionals involved in the design and construction of steel buildings and bridges, with nearly 300 technical sessions, more than 280 exhibitors, and more than 6,500 attendees. For our team, that made it the right environment not just to show software, but to have the kinds of conversations that reveal where the market is headed and where our solutions can make the biggest impact. Source

Showing What ISD Group Really Brings to the Table

At the show, our focus was simple: demonstrate how ISD Group helps teams work smarter across engineering, detailing, and production. We wanted visitors to see that HiCAD is not just another design tool — it is an end-to-end platform built to support 2D/3D modeling, 2D/3D continuity, automated production documentation, BOM generation, workflow integration, and project data management through HiCAD PDM. Source

That message resonated because the challenges people brought to our booth were real ones: disconnected workflows, slow drawing production, duplicated effort between design and detailing, difficulty moving accurate information downstream, and pressure to deliver faster without sacrificing quality. HiCAD is built to answer exactly those kinds of problems with one integrated engineering workflow. Source

Why Cladding Stood Out So Strongly

One of the biggest takeaways from the show for our team was just how strong the opportunity is in cladding and facade engineering. The conversations reinforced what we already believe: firms are looking for faster, more connected ways to handle panel layout, substructures, documentation, fabrication output, and coordination with broader project teams. That is exactly where HiCAD has real strength. Source

Our cladding conversations were especially important because HiCAD’s facade engineering capabilities are built around the real workflow needs of the market: automated cladding panel layout, panel libraries, integration with other systems, point-cloud input, BIM-compliant modeling, automated production documentation, and production-ready outputs including CNC-related fabrication data. That combination gives us a strong story to tell in the U.S. market — and a strong one to keep telling more aggressively. Source

The Value of Live Demos and Real Conversations

There is a big difference between talking about workflow improvement online and showing it live in person. At NASCC, our team had the chance to walk people through the kind of design-to-production thinking that makes HiCAD different. We were able to demonstrate a more connected process — from modeling and detailing to documentation and production preparation — and those live conversations helped make the value much more concrete.

What stood out most was how often people responded to clarity. When they could see a more streamlined workflow, a more realistic path from concept to fabrication, and a platform that reduces handoff friction, the conversation changed. It stopped being about software features alone and became about business performance: speed, quality, consistency, scalability, and better project control.

A Real Outcome From the Show

One of the most important outcomes from our time in Atlanta was signing Southeastern SGD Glass & Door as a new customer while we were at the show. For our team, that was more than a welcome win — it was proof that the market response can turn into real business when the message, the audience, and the timing align.

That kind of momentum matters. It gives us a strong example of how in-person events, focused positioning, and a sharper story around cladding, glazing, steel engineering, and stairs & railings software can directly support sales growth for the U.S. team. It also reinforces that our opportunity is not just to attend the right shows, but to turn those conversations into ongoing campaigns, follow-up activity, demos, and pipeline movement.

Where We Go From Here

Leaving Atlanta, our team is focused on carrying that momentum forward. For us, the next step is not simply to say that the show was successful. The next step is to translate what we learned into stronger messaging, tighter follow-up, and more visible campaigns around the areas where we know the market is listening — especially cladding, facade engineering, glazing workflows, and connected design-to-production processes.

That means showing more real workflow value. It means making cladding a lead story, not a side story. It means using live demo energy in our digital marketing. And it means continuing to position ISD Group as the partner for firms that want to reduce friction, improve production readiness, and connect engineering decisions more directly to fabrication outcomes. Source

Thank You From Our Team!

To everyone who stopped by our booth, spent time with our team, asked questions, shared challenges, and explored what HiCAD can do — thank you. We appreciated every visit, every conversation, and every connection.

NASCC gave us momentum. Now it is our job to build on it!