Table of contents for Visual Brand Communication with CGI: Furniture and Architecture Industry:
- The importance of visual brand communication
- Definition and meaning of a brand
- Practical examples: visual brand communication in the field of furniture/architecture
- CGI: A modern solution for the furniture and architecture industry
- Why is CGI such a good solution, especially in the field of architecture and furniture?
- Utilize the advantages of CGI for visual brand communication
- Case studies and success stories
- Our CGI services for brand communication in the field of furniture / architecture
- Why visual marketing with Danthree Studio?
- FAQ
Information overload, sensory overload, saturation on all levels: We live in a world that offers way too many stimuli. How do companies in the furniture or architecture industry manage to get their message across to people when they are already overloaded with information?
The key is visual brand communication. When information in the form of keywords, studies, texts no longer gets through, images still do. Computer Generated Images, i.e. computer-generated 3D images, are particularly well suited as a strategic instrument in visual brand communication.
The importance of visual brand communication
What exactly is visual brand communication anyway? Together with Matthias Albisser (Brand Content and Brand Image, Springer Link 2021) we approach this question through a historical consideration. The term "brand" originally described a symbol or a small sign with which a company marked goods and products. The brand was intended to communicate the origin and quality of the product. Today, however, the term "brand" means much more.
Brand Communication with Danthree Studio
Definition and meaning of a brand
Today, the brand conveys the guiding principle of entrepreneurial action. The simple symbol has become the object of brand management. And the brand is no longer exclusively associated with products, but also communicates values of companies, organizations, services and people.
These different points are not only related to the brand, but also to each other. Brand communication also means that the brand is made known and put in a positive light.
This is easier via visual communication than via other channels. This is because visual information is absorbed more subconsciously and processed less rationally.
Customers identify more with images than with texts, remember experiences more visually than verbally, and even generate more visual than verbal content. Identification, the creation of memories and user-generated content are components of visual brand communication. Brands today, as Albisser explains, are complex constructs. We claim that brands only emerge through communication.
That's why branding is simply part of every company. In addition to a corporate philosophy (corporate identity), an associated external image (corporate design) that communicates the brand is developed. Because consumption today predominantly takes place via media and is hardly conceivable without digital media, visual brand communication must also move into this area.
Practical examples: visual brand communication in the field of furniture/architecture
But how exactly do we at Danthree Studio communicate the identity of a brand via CGI? Our artists rely on an overall concept.
Example interlübke: The German manufacturer is known for designer furniture. Reduction to the essentials, clear lines and a focus on functionality define not only the company philosophy, but also the special aesthetics of the furniture.
And that is exactly what our artists work with. Viewing angle, lighting, room layout and accessories take these points into account. We implement the information provided by our clients on the entire design - and it can go into great detail.
Matte or glossy surfaces, wall colors that are a few nuances lighter or darker, even the design of the landscape in front of any visible windows is well thought out with regard to the brand.
If the Piure brand wants homely warmth, even the light color is coordinated accordingly. If Natuzzi works with high-quality natural materials, plants are allowed to cast shadows on natural stone floors. Every single image element communicates the values of the brand.
3D visualization of a brand space by Danthree Studio for Natuzzi
3D kitchen visualization by Danthree Studio
CGI: A modern solution for the furniture and architecture industry
There is no question that people today predominantly buy and obtain information online. The local specialist shop still has its raison d'être, but there are simply an incredible number of options available around the clock and immediately in the digital sector.
Where personal experiences with manufacturers and advisory discussions with salespeople used to be the norm, today websites, social media posts and the ever-expanding voice assistants are taking over.
Communication takes place digitally, especially visual brand communication. Social media accounts and virtual furnishing worlds have taken the place of product catalogs and advertising brochures. Brand communication is no longer a one-way street, because companies in particular are in direct contact with their customers via social media.
Modern bedroom visualization, perfectly staged by our visual brand communication with CGI for the furniture industry.
At Danthree Studio, we primarily deal with the areas of architecture and furniture. Why is CGI such a good solution, especially in the field of architecture and furniture?
CGI means that objects are "recreated" in three dimensions. The real object is created virtually in the form of a grid structure (also known as a digital twin ). Any surface can be placed on this grid structure.
Colors, textures and lighting can be controlled down to the smallest detail. For particularly complex or high-resolution projects, a render farm can significantly speed up and optimize the production process. This opens up completely new possibilities for brands to communicate visually. Unlike conventional product photography, once 3D product photography images have been created, they can be adapted with far less time and money.
Brand communication is not a static thing, but is constantly being improved. Accordingly, the images that convey the brand image, the corporate philosophy, values and the functionality of individual products must also be adapted again and again.
Utilize the advantages of CGI for visual brand communication
The advantages of CGI over conventional photography are particularly evident in the example of architecture. How can people experience architecture? How can architecture be perceived on an emotional level?
Photorealistic 3D representations of architecture through to fully furnished digital brand spaces and detailed furniture created as CGI can be used in a variety of ways.
The images of real or fictional rooms and furniture can appear as three-dimensional product images in the online shop. But they can also be animated and used as part of a corporate film (as with our 3D video of a table lamp, for example).
Companies and customers get particularly close in virtual spaces via VR technology. At this level, communication becomes interaction - companies enable (potential) customers to experience products and places without having them physically tangible.
Case studies and success stories
Visual brand communication is a powerful strategic tool. Prof. Dr. Karten Kilian already explained in 2012 how complex visual communication is: The optimal coordination of visual elements down to the level of individual color nuances is a sales factor!
Neumann Communication shows exactly how visual brand communication works successfully these days. The company is excellently networked and supports brands in the interior sector as well as trade fairs, start-ups and institutions in communication.
In concrete terms, this means that Neumann Communication provides media relations services. They use their extensive know-how in social media, influencer marketing, and events to develop customized digital communication strategies.
The company's clients include Agape (design and interior bathrooms, Italy), Carl Hansen & Søn (furniture design based on Danish tradition), and Sammode (French lighting company).
Neumann Communication offers consulting, develops concepts, and builds networks. Their services include content creation, social media, and influencer marketing – which together make up a large part of brand communication on a visual level.
Our CGI services for brand communication in the field of furniture / architecture
At Danthree Studio, we specialize in working with companies and brands in the architecture and furniture sectors. Our CGI artists work closely with masters of various trades, from carpenters to timber framers and upholsterers.
Our specialty is visual marketing with CGI. We create a photorealistic digital twin of your furniture and/or interior, which you can use for your visual brand communication.
As creative consultants, we support you in developing a strategy and can create complex 3D visualizations and even computer-generated animations.
If required, we can also help you with the target group analysis for your 3D content and jointly develop a strategy for your visual furniture and interior design marketing.
Bathroom design featuring a freestanding bathtub and blue walls, visualized by our 3D experts for architecture and furniture.
Why visual marketing with Danthree Studio?
In our many years of collaboration with companies like interlübke, JUNG, NATUZZI, and other brands in the home & living sector, we've learned a lot. Our artists and craftspeople have grown professionally with every CGI project we've had the opportunity to implement. As consultants and doers, we are excited to accompany visual brand communication into the future.
We are convinced that CGI opens up many new possibilities, and we don't want to keep these possibilities from you!
