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
Information overload, stimulus 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 through 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 action. The simple symbol has become the object of brand management. And the brand is also 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 further 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 subliminally and processed less rationally. Customers tend to identify more with images than with texts, remember experiences more visually than linguistically, and even generate more visual than linguistic content. Identification, creation of memories and user-generated content are components of visual brand communication. Brands today, as Albisser points out, are complex constructs. Brands are only created through communication, we claim.
That is why branding is an essential part of every company. In addition to a corporate philosophy (corporate identity), a related external image (corporate design) is developed that communicates the brand. Because consumption today takes place predominantly through the media and is hardly conceivable without 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 communicate a brand's identity via CGI at Danthree Studio? Our artists focus on an overall concept. Take interlübke, for example: the German manufacturer is known for designer furniture. Reduction to the essentials, clean lines and a focus on functionality define not only the company's philosophy, but also the special aesthetics of the furniture. And this is exactly what our artists work with. Viewing angles, lighting, room layout and accessories all take these points into account. We implement our customers' specifications for the overall design - and these can go right down to the last detail. Matte or glossy surfaces, wall colors lighter or darker by a few shades, even the design of the landscape in front of windows that may be visible is thought out with the brand in mind. If Piure wants homey warmth, even the light color is matched. When Natuzzi works with high-quality natural materials, plants are allowed to cast shadows on natural stone floors. Every single visual element communicates the brand's values.
3D visualization brand space Danthree Studio for Natuzzi3D kitchen visualization - 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 specialty store still has its raison d'être, but in the digital realm there are simply an incredible number of options available around the clock and instantly. Where once there were face-to-face experiences with manufacturers and consultative conversations with salespeople, today websites, social media posts, and the increasingly prevalent voice assistants are taking hold. Communication takes place digitally, visual brand communication in particular. 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 use social media in particular to make direct contact with their customers.
3D rendering Danthree Studio
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 virtually created in the form of a grid structure (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 ways for brands to communicate visually. Because unlike conventional product photography, once 3D product photography images have been created, they can be adapted with a much smaller investment in time and money. Brand communication is not a static thing, but is adapted again and again. Accordingly, the images that convey the brand image, corporate philosophy, values and functionality of individual products must also be adapted again and again.
Taking advantage of CGI for visual brand communication
The advantages of CGI 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 up to completely furnished rooms or even brand rooms and detailed furniture created as CGI can be used in many ways. The three-dimensional digital twins of real or fictitious rooms and furniture can appear as product images in the online store. They can also be animated and used as part of an image film. Companies and customers can get particularly close to each other in virtual spaces using 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 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 visual brand communication works successfully today. The company is excellently networked 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 neumann communication provides media work. Digital communication options can be individually developed with a great deal of expertise in the areas of social media, influencer marketing and events. The company's clients 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 Studios, we specialize in working with companies and brands in the architecture and furniture industries. Our CGI artists work closely with the masters of various trades, from carpenters to upholsterers, we bring together numerous experts in our company.
Our specialty is visual marketing. Your furniture, your interior gets a photorealistic digital twin from us, which you can use for your visual brand communication. As a creative consultant we support you in the development of a strategy, can create 3D visualizations of complex nature and even animations. Your project will either be implemented directly with you. Or we create the content for print, web, TV or social media together with agencies.
3D furniture rendering Danthree Studio
Why visual marketing with Danthree Studio?
IN our many years of collaboration with companies such as interlübke, JUNG, NATUZZI and other brands from the Home and Living sector, we have taken a lot with us. Our artists, craftsmen and craftswomen have grown professionally with every project we have been allowed to implement. As consultants, makers and doers, we are happy to accompany visual brand communication into the future. We are convinced: CGI opens up many new possibilities.
