Rules that I have followed and that I have impressed upon my artists within our studio can be summarized by the 5 W’s. The Who, What, When, Where, and Why are so important in every project we work on.
Who:
Marketing of the unbuilt architecture is the #1 reason for doing what we do. And, identifying who the end user of these marketing tools will be creates the purpose of the entire project. Getting inside the mind of this audience is a good tactic for looking at the work through their eyes and ensuring we execute the work in a way that moves them. For example, if we are creating visualization of a condominium in an urban environment then we must see through the eyes of the young professional who is either single or newly married. How will they see the work and what will compel them to buy?
What:
The first piece of information we will get about a piece of architecture is what the building is and what the end use will be. We also may discover that the building itself is not the focal point or may be just a piece of it. We once did a project for a large car auction in the northeast. While we were depicting the building renovations, they also wanted representation of the large amount of paved space (for vehicles to be auctioned and parking) as well as the wooded land upon which expansion could occur. We created over 1500 oak trees for these renderings which took up a significant percentage of the full rendering.
When:
Time of day in which the building is depicted is a big deal. So many clients immediately assume that the best time of day for their rendering is dusk because there is that warm glow creating instant mood. Many also request a blue sky, sun, and a few clouds thrown in for good measure. But, this does not always fit the piece. We are artists who have a knack for determining what time of day is best and what the weather should be and sometimes it’s not what you think.
Where:
Being keenly aware of the geographic location of the unbuilt environment is a must. From vegetation and weather in that region of the country or world, to the demographics and psychographics of the locals, in order to make the visualization believable and accurate, getting these items right is key. We have been known to study these details down to the exact species of palm tree to exact number of bags someone is likely to exit a retail environment holding. This stuff is important!
Why:
This one seems obvious but it’s a question so many studios forget to ask. If don’t understand the purpose of the work we are doing then how can we execute and succeed at the biggest point of all of this – creating success for our client in the way that the client defines it. As the experts, it is also our job to make recommendations on the type and style of visualization that best fits the purpose of the project in the first place. Is the developer trying to get zoning approvals with our work or trying to rent or sell office space before ground is broken? Does the architect want to see what they’ve designed in a real way to adjust and make changes or are they providing visualization for the developer and out to represent their designs in the best way possible? Is the interior designer providing a visual to the client in order to sign off on the project plan and begin implementation or are they still in design planning mode? There are many more scenarios then just these but you can imagine how misguided we could be without knowing the purpose of the work we are creating.