WE ARE STORYTELLERS

Our daily Post

Read our Blog

How to Order a 3D Rendering or Animation for Architecture or Interior Design

This is probably our most frequently asked question. Most of our clients come to us with little knowledge of how to get started on a 3d project.

how22

We understand not all of our clients are in the architectural design side of the business themselves. Many are marketers, business developers or other specialists and architectural design or interior design is not their forte. Even some architects and interior designers really don’t know what they need to share in order to get a quote…and that’s okay! We’ve created this simple guide to help you make your best decision and to use your time effectively when preparing a project that requires 3d rendering or animation.

Keep in mind: There is not a fixed price for a 3d rendering.

Every architectural project is different and as such, every 3d project will have different needs as well. Generally speaking, studios that have a fixed price for a 3d visualizations lack consideration of each project’s specific goals and details. If a company presents their visualization like a product stamped out from a production line, be wary. It is almost guaranteed that the details of your project that make it truly unique will be lost.  Most importantly, it is critical for your visualization studio to understand that each project is affected by its use, physical and cultural environment.  A serious 3d company will request documentation on your project to assess these factors and create an accurate quote. You can often save a lot of money and time by having a studio create project specific quote because all of your wants and desires will be taken into account up front.  You will also save yourself from a big headache at the end when you receive the final visualization as everything will have been communicated clearly in the beginning of the project and nothing will have been left to guesswork.

Save time by preparing your files.

Most 3d studios will request that you provide a set of drawings or plans to create your 3d visualization. Having a folder including your architectural and interior design drawings as PDFs would be ideal. (Other file formats are okay too! The point is that the documentation should be available in some format or another.) Depending on what phase your project is in at the time, you may have more or less details and drawings available. Many times quotes can be created with a set of drawings that will later be replaced with a series of updates, so don’t feel like every single piece of information has to be totally final to generate a quote. Inform your studio upfront to anticipate such changes and send as much information you can at the time you request the quote. In addition to design drawings, you can include presentation boards, referential images, google maps with geographical coordinates or even napkin sketches! Anything you can provide that will help the 3d professional to understand the nature of your project will help realize your project in the best possible way. The more information you submit, the more accurate the rendering or animation will be.

Include a deadline.

Do not forget to include any deadline you may have, even if they are not hardline or set in stone. Here is a good tip: Always set your deadline 2 or 3 days earlier than your actual due date in case you need to do a last minute adjustment.

Request a non-disclosure agreement.

Be safe before you disclose your project. Don’t be afraid to request a non-disclosure agreement. Most reputable 3d studios are used to signing agreements that prevent them from sharing or distributing any documentation you share with them during the 3d production process. Here is a good example you can use Non-Disclosure Agreement Template

Think about your project as a story to be told!

3d images and animations are much more effective when they follow a storyline.  Think about the emotional aspect you want to project when you share the visualization with your customers.  What do you want your viewers to feel?  Are you trying to make them feel like they are in paradise on a tropical Island? Are you trying to have them experience the excitement and energy of a chic urban experience? Explain the importance of a storyline with your project manager, showing them a purpose and a story will inspire and create more engage with the team. The difference will show at the end. If you don’t know how to make a storyboard, write your ideas and the feelings you are trying to convey down in a document so that everyone involved knows the emotional impact you are trying to convey.  Make list of elements you think are key to be considered and then ask you 3d team to create a storyboard for you before they start the 3d modeling.  It is much easier for you and your studio to craft the story of your visualization on paper before it moves to the computer.

Make sure you are comfortable who you are dealing with.

What good is receiving great final product if you had a miserable experience creating it? Find out who is responsible for executing your vision at the studio and get to know them. A large animation may takes some time to complete and you want to ensure that you feel good about who you are working with on a day to day basis.   howto3

Reviewing a proposal you receive from a 3d visualization studio.

After receiving a proposal for your project, here a few things to make sure are included:

  1. Check that the technical details specify a resolution for images and video. If you are planning on producing prints or creating large ads with your renderings, it is very important to receive high resolution images somewhere in the range of 4000 by 2000 pixels. Nothing under a 1000 pixels is acceptable for a good campaign for print or video. Make sure the video is delivered in Full HD or larger. Full HD is 1920X1080 pixels and older resolutions like 1080×720 are not full HD and shouldn’t be considered
  2. Make sure your proposal includes a production timeline that takes into account your delivery date and revision schedule. Thorough 3d proposals will include 1 or 2 rounds of larger changes and several more revision opportunities where you can make small modifications along the way. It’s ok to request small changes in your design for a simple reason: Certain elements might not work in the project any longer when translated to 3d. It’s important to notice there may be a large impact in your perception when you see your floor plan presented in 3d. Its important to know you can use those opportunities to communicate and /or to make changes to improve your design.
  3. Payment Terms. Most companies will request some form of advance payment to begin work. This is especially true if you are a new customer for the studio. Never pay more than 50% of the total price proposed upfront and never pay the full invoice until you are 100% satisfied with your final product.
  4. W9 forms or other relevant business certifications. A big benefit of working a US-based company is   that you can have solid documentation of your expenses for tax purposes. There are many “fly-by-night” studios that won’t be able to provide you with these important documents so make sure to get what your company needs to do business.

howto4

Selecting the right studio to produce your 3d visualizations is the most critical step to receiving the best results for your money. Be aware that there may be a high cost to the low price renderings from discount studios: You may very well end up with a low quality visualization that might even be unusable. Review the company, their work and their staff in-depth before making a decision. Many studios in the US rely on cheap Asian labor and actually have little to no intervention in the development and production of your visualizations. If you look at a studio’s portfolio and see many inconsistent rendering styles, that is a telltale sign that the company is handing work off to many vendors rather than working with a single dedicated team.

Make sure the person who is managing your 3d project has training in architecture. There is a great difference between having an actual architect working on your 3D project rather than just a simple illustrator. A visualization studio staffed with architects will have a much deeper vision of your project and they will be capable of detecting problems or discrepancies with your design that a simple illustrator or 3D artist may miss.  At Cicero Studios, 85% of our staff are architects who first mastered their craft before bringing their expertise into the visualization world.

If you feel I left out details that are important for you or if you have additional questions, please reply with a comment to this post and will be more than happy to help answer them. I hope you find this guide invaluable when you are ready to get involved in a 3D visualization project.  Remember: You and your project deserve the very best and you should never have to settle for anything less.

howto5

About the author: Juan Luque has worked in the architecture, art and branding industry since 1996, providing services to a broad array of industries including entertainment, hospitality, residential and luxury retail.  As a Founding Principal of Cicero Studios, Juan leads our creative services and oversees workflows between clients and production teams.

 

The KW Difference – How simple communication can make a positive impact in your recruiting efforts

Our friends at Keller Williams New Tampa called us with a challenge: They needed to improve their recruiting package to follow their corporate standards and to compete with other local Real Estate companies.

Processed with VSCO with hb1 preset

Their original recruiting package (not pictured here) was simply a folder with loose sheets on a variety of topics ranging from new recruit information to ads and marketing materials. Unfortunately, every document was created at different times so we noticed the package lacked a consistent visual style. This made reading the material tedious and the entire package had a disorganized and random feel.

kw_blog_3

We decided that instead of creating several formats and templates for individual sheets, we would assemble all of the separate elements together in a simple but elegant book. Our goal was to create a book that represents the prestige of Keller Williams Realty while being entertaining and easy to navigate at the same time.

kw_blog_4

Our team at Cicero Studios used a simple rule: Less is more. We stuck with a minimal use of color and took advantage of the beautiful brand palette of Keller Williams. Then, we organized all the information into easily digestible sections by topic and built a comprehensive index to help new recruits find what they needed right away. To highlight Keller William’s community involvement, we used local photographers to illustrate the book with appealing and minimalist images of the local architecture and natural beauty.

kw_blog_5

The results speak for themselves: Perhaps sometimes you can judge a book by its cover!

kw_blog_9

I would love to hear about new challenging project like the one I shared here. Please feel free to contact me to discuss how I can help you.
Email: Juan@CiceroStudios.com

 

 

Is The Doll Evolution synonymous with The Corporate Evolution?

Barbie’s recent physical transformation into a more inclusive and realistic portrayal of femininity mimics the diverse and open social dynamics of today’s most successful businesses.

In a much-lauded effort by Mattel, the most iconic toy of all time has been given a serious makeover.  By introducing 3 new body types plus a new variety of skin tones and hairstyles, customers now have the choice to select their Barbie with options that are more representative of the world they see around them every day. This redesign is getting a lot of attention in part because it is the most substantial change to the brand in over 50 years.   The metamorphosis of the Barbie line from a single look into a myriad of more varied ones mirrors the broader cultural shift toward the adoption of diversity and openness as empowering agents.

barbie_body_1

 

At Cicero Studios, we are proud to have had our cofounder and creative Director Juan Luque invited by Mattel to serve and participate as one of the members of the first Barbie Global Advisory Council.  Juan and 11 other impressive experts were gathered to discuss the brand’s past, its current state and its future in a world that grows more and more multi-faceted by the day.

barbie_body_2

Like Mattel’s new Barbie offerings, our company celebrates diversity, inclusion and openness as pillars of strength and we are passionate about bolstering the public voices of organizations with similar outlooks.  On that note, we believe now is the time for all corporations to humanize their brands by opening themselves up to their consumers.  Gone are the days of carefully manufactured facades of corporate invincibility.  By allowing their vulnerability and authenticity shine through to their customer, a company can establish a relatable and genuine dialogue that transcends traditional end-point marketing and advertising.

barbie_body_3

We will continue to work with organizations on translating their core values into public-facing assets by aligning their brands with the game rules of today.    With these new sets of emotional tools at their disposal, companies can begin to transition into a space where healthy corporate confidence and active customer inclusiveness are far more powerful and persuasive than the generic and closed off “corporate values” of previous generations.

by Cicero Studios.

 

Building a brand from the bottom up: Veloce Indoor Speedway

In 2015, Cicero Studios was contacted by a client who wanted to open a high-end go-kart experience unlike anything seen before.  Traditionally, go-kart facilities tended to use the same elements over and over: Checkered flags, white and red color schemes, uninspired logos and ad-hoc graphics. The client made it clear that he wasn’t interested in any of those tired visuals for his new venture and so Cicero Studios began work on creative concepts to build up the entire company identity. Our tasks included everything from corporate identity to the collateral items, clothing, decals on the karts and even the interior design of the building.  There wasn’t one aspect of the business that was overlooked when considering how to begin the challenge of building the best go kart experience in existence. Read more

The emotional pull of great storytelling

Consider these two conceptual approaches to visualizing the idea that homelessness is a problem in America.

Approach #1:  A local shelter produces a video detailing the statistics of the numbers of homeless people in the in the United States, what their ethnic and gender makeup is and how homelessness affects the individuals themselves and society at large.  The video is scripted and focuses more on the people running the shelter rather than the people they serve. While honest and earnest in its presentation, the video does very little to allow the viewer to experience the true emotional plight of people who find themselves homeless.

Approach #2:  A local shelter produces a video in which a presumably homeless man in their care looks directly into the camera and relates the story of his personal loss in an unscripted, unguarded 5 minute monologue along with some vocal narration.  Here is his story: Read more

Honesty in Communication: Don’t bite the hand that feeds you.

Several key ingredients always go into the making of a successful piece or campaign for a client. Of course your talent, budget and resources need to be there….that goes without saying. But there is another extremely important ingredient that comes into play whether you are a client or an agency: Honesty.

Now, I’m not talking about being honest in your financial dealings or other forms of basic civility. I’m talking being honest in communication, and in the ideas that make it up. What do I mean by that? Let me give you an example from both the client and agency side.  Let’s say you are an agency and have a customer that wants to base their campaign around an image or idea that you think is absolutely horrible for the campaign and its goals. One of the worst things you can do at that point is to say “Sure! This is great!!!” and move forward with an idea you know isn’t the best for your client.   This is where honesty in communication comes in.   While it might be very easy-and very human-to just run with the bad idea, it is your job as an agency with integrity to steer the conversation to what you think works best for the client and their brand. Read more

Choosing a branding Agency: Some common pitfalls and how to navigate them

There are a lot of things to consider when choosing a branding agency for your project.  Sometimes it can seem overwhelming with the number of choices out there when trying to look for a solution, so here are a few simple questions to ask yourself when hunting for that perfect agency for your project.

  1. Does the branding agency specialize in what you need accomplished?

This sounds like a no-brainer, but you’d be surprised how many times a design or branding agency is chosen without much thought to this.  If you need a complex, enterprise-level website created, don’t go to an agency whose focus is video or illustration.  Many agencies are multi-disciplined, but that doesn’t mean they are experts in that area.  Make sure you get the answer to this question before your agency selection is made as everything else depends on this foundation. Read more