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
- Examples from practice: 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?
- Taking advantage 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 - 3D Artist vs CGI Studio
Information overload, sensory overload, oversaturation at all levels: We live in a world that offers far 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?
Visual brand communication is the keyword. When information in the form of buzzwords, studies and 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? We approach it together with Matthias Albisser(Brand Conent and Brand Image, Springer Link 2021) via a historical view. The term "brand" originally described a symbol or small sign with which a company identified 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 leitmotif of entrepreneurial activity. The simple symbol has become the object of brand management. And the brand is no longer associated exclusively with products, but also communicates the 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 presented in a positive light.
This is easier via visual communication than via other channels. This is because visual information is absorbed more subliminally and processed less rationally.
Customers identify more with images than with text, remember experiences visually rather 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. As Albisser points out, brands today are complex constructs. Brands are only created through communication, we claim.
That is why branding is simply part of every company. In addition to a corporate philosophy (corporate identity), an associated external appearance (corporate design) that communicates the brand is developed. Because consumption today takes place predominantly in the media and is hardly conceivable without the digital media, visual brand communication must also go into this area.
Examples from practice: visual brand communication in the field of furniture/architecture
But how exactly do we at Danthree Studio communicate a brand's identity via CGI? Our artists focus on an overall concept.
Take interlübke, for example: the German manufacturer is known for its designer furniture. Reduction to the essentials, clear lines and a focus on functionality not only define the company philosophy, but also the special aesthetics of the furniture.
And this is exactly what our artists work with. The angle of vision, lighting, room layout and accessories take these points into account. We implement our customers' specifications for the overall design - and they can go into great detail.
Matt or glossy surfaces, wall colors that are a few shades lighter or darker, even the design of the landscape in front of any visible windows is thought through with the brand in mind.
If the Piure brand wants homely warmth, even the light color is matched to it. When Natuzzi works with high-quality natural materials, plants are allowed to cast shadows on natural stone floors. Every single pictorial element communicates the brand's values.
3D visualization of a brand space by Danthree Studio for Natuzzi3D kitchen visualization by Danthree Studio
CGI: A modern solution for the furniture and architecture industry
There is absolutely no question that people today predominantly buy and obtain information online. The local specialist store still has its raison d'être, but there are simply an incredible number of options available around the clock and immediately in the digital world.
Where personal experience with manufacturers and consultative discussions with salespeople used to take precedence, websites, social media posts and the increasingly widespread use of voice assistants are now taking over.
Communication takes place digitally, especially visual brand communication. Product catalogs and advertising brochures have been replaced by social media accounts and virtual furnishing worlds. Brand communication is no longer a one-way street, as companies come into direct contact with their customers via social media in particular.
Modern bedroom design, perfectly staged by our visual brand communication with CGI for the furniture industry.
At Danthree Studio, we deal primarily with the fields 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 (this is also called a digital twin ). Any surface can be placed on this grid structure.
Colors, textures and lighting can be controlled down to the smallest detail. 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, corporate philosophy, values and the functionality of individual products must also be constantly adapted.
Taking advantage 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 fictitious rooms and furniture can appear as three-dimensional product images in the online store . They can also be animated and used as part of an image film (such as our 3D video of a table lamp).
Companies and customers get particularly close in virtual spaces using VR technology. Communication becomes interaction at this level - 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 difficult 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 successful visual brand communication works today. The company has an excellent network and supports brands in the interior sector as well as trade fairs, start-ups and institutions in their communication.
In concrete terms, this means that media work is carried out at Neumann Communication. Digital communication options can be individually developed with a great deal of know-how in the areas of social media, influencer marketing and events.
The company's customers include Agape (design and interior bathrooms, Italy), Carl Hansen & Søn (furniture design in the Danish tradition) and Sammode (French lighting company).
Neumann Communication advises, develops concepts and networks. Its 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 the masters of various trades, from carpenters to joiners to upholsterers.
Our specialty is visual marketing with CGI. We give your furniture and/or your interior a photorealistic digital twin that you can use for your visual brand communication.
As creative consultants, we support you in the development of a strategy, can create 3D visualizations of a complex nature 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 CGI marketing.
Bathroom design with free-standing bathtub and blue walls, visualized by our 3D experts for architecture and furniture.
Why visual marketing with Danthree Studio?
Our many years of collaboration with companies such as interlübke, JUNG, NATUZZI and other brands from the Home & Living sector have taught us a lot. Our artists and craftspeople have grown professionally with every CGI project we have been able to implement. As consultants, makers and doers, we look forward to accompanying visual brand communication into the future.
We are convinced: CGI opens up many new possibilities and we don't want to withhold these possibilities from you!
