Brand Matters: The 3 Image Elements You Need To Consider Before Engaging A CGI Company

As a developer, it’s important to consider your brand and how your project images are going to shape your company’s perception in the market.


With consumers becoming more conscious of who the developer is behind each project, we are seeing property developers focusing more on developing a consistent overarching brand rather than just looking at individual brands for each project.


Final images may be in the market for 1-2 years and for many consumers, the images are what they remember most, sometimes, even more than other brand elements such as the logo and website, so identifying the right CGI company for your brand is crucial.


And to do this you really need to think carefully about;

  • Quality
  • Style
  • Consistency


Image Quality

The quality of your final images are just one of many branding elements that will help position your development project (and overarching brand) in the market. 


With some incredibly life-like 3d visualisations in the market, buyers today are more sophisticated than ever before and can quickly identify differences in image quality.


Higher quality, more realistic renders tend to portray a higher quality, more expensive development. Whereas, images that look less realistic can make the development appear less expensive so may appeal more to the lower end of the market. That’s why it’s so important to keep in mind your target audience and how you want your brand to be perceived in comparison to other developments before commiting to a specific CGI company.


If your images appear lower quality in comparison to your competitors, buyers may draw the conclusion that your brand and project is also lower quality. If this is how you want to position your development, there is nothing wrong with this, but if you are trying to promote and sell a high end development with low quality renders, your marketing campaign may fall short.


Before engaging a CGI company, think carefully about your brand and how image quality aligns with your target audience and positioning. Make sure the company you choose can deliver the quality you’re after.


Image Style

Image style is another great way to differentiate your brand and connect with your audience.


And in the rendering world, style can differ considerably. There’s no right or wrong. It really just comes down to what style aligns best with your brand and audience.


Not only that, if you are trying to sell in an oversaturated market, you will want to make sure your images don’t look too similar to your competitors, as the customer may struggle to identify what sets your development apart.


Before approaching any CGI companies, compare examples of previous work on their websites or social media platforms and ask yourself the following questions.


  • Do you prefer photo-realistic images or a more stylised, CGI-look?
  • Are you leaning towards images with people in the space or without? 
  • What kind of lighting do you like? 
  • What level of detail (pay special attention to textures) do you prefer?
  • Do you prefer ‘real-estate’ or ‘editorial’ style images?


INSIDERS INFO: In a 2018 industry survey by Blank Canvas, 80% of industry professionals surveyed identified photorealistic imagery as the most important element they look for in their visual content, as opposed to other styles.


Compare examples and note down your preferences. You should start to get a feel for which 3d company’s style best suits your brand. From there you can discuss your preferences with the CGI companies you’re considering to make sure they’re on the same page and can deliver what you’re after.


Tip: It’s also a great idea to prepare ‘mood-boards’ or ‘style-guides’ to help the CGI studio get a clear understanding of the intentions for your brand.


Image Consistency

Are you focussed on establishing a strong overarching brand? If so, you may be looking to build a long term relationship with a 3d company to ensure all your development projects have a cohesive look and feel. 


By establishing a strong brand in the market, you’ll also be able to leverage off previous success when launching new projects, which is why we’re seeing more and more developers head down this path.


If consistency is important to you, it’s a good idea to chat with the CGI companies you’re considering about their production processes and how they assign artists to their projects. To keep things consistent, it’s preferable to have the same artist or artists with similar styles working across your projects.


If your overarching brand is not a concern, and you prefer working on a per-project basis, consistency may not be as important to you. This means you’ll have greater flexibility to explore different styles and different studios.


In Conclusion

Rendering is a highly creative art so at the end of the day quality and style is largely subjective. However, if you take the time to consider which studios’ images are best suited to your brand, you can start to narrow down providers and find which one can best deliver on your needs.


With a clear picture of your brand’s needs, you’ll also find it much easier to communicate your desires and ensure the CGI company you do go with is clear on your vision from the get-go. Which at the end of the day, will all lead to a better end result.