A commercial architectural rendering project brief is a set of instructions that helps a visualization team understand a client’s requirements and create a representative image of the project. A well-prepared architectural rendering project brief includes client instructions on elements such as perspective, view, source files, and expected output. A project brief enables members of a project team to define the scope of work.
Members of the project team may include the client, the architect, the developer, and the marketing team. Absence of a project brief often results in delays and cost overruns due to Misdirected work, unreconciled changes, and, most importantly, missed deadlines. Timely preparation of an architectural rendering project facilitates integration of elements of a design brief within the project scope.
At McLine Studios, we have previously worked on various design and construction projects. Our experience has shown that a 3D rendering project enables the design and construction team to align their respective project scopes and integrate a design within a construction project. A commercial 3D visualization brief focuses on elements that a project brief must address and includes sample pages that may be adopted for subsequent project briefs.
What Is a Commercial Architectural Rendering Project Brief?
An architectural rendering brief is the information a client provides to a visualization studio before production. The brief is usually made up of the project scope and description of the design intent. Other elements of the brief may include the client’s preferences for materials and finish, context of the site, requirements for cameras and lighting, and the type and quantity of people, vehicles, and landscaping in the rendering. Other elements may include the type and size of the output, the deadline, and the client’s preferences for revisions.
Why the Brief Matters for Commercial Projects
Commercial projects normally involve more stakeholders and require more levels of approval than residential projects. This makes a comprehensive brief particularly critical for commercial projects. A detailed commercial rendering project brief typically accomplishes the following:
- Leading architects and designers align on the project.
- Limits the need for project revisions.
- Defines the project scope and cost.
- Reduces the time required to produce project renders.
- Results in a consistent project image outcome.
- Improves communication between design and render teams.
Given the nature of the work, commercial architectural rendering services require the input of several stakeholders. Thus, the quality and completeness of the project brief directly impact the ultimate success of the project.
10 Things to Include in a Professional Commercial Rendering Brief
1. Project Overview and Commercial Building Type
The first step is completing a brief questionnaire with project information, including name, location, stage, building type, and approximate size. The projected use of the building (i.e., what the building will house) influences the function of the building (i.e., how the building will be designed and built). Providing this information up front saves time and helps render the building in the most appropriate and useful way. A scene can be interpreted very differently by a rendering professional based on whether a building is a hotel versus a retail establishment, and whether the hotel is small versus the retail establishment is large. This context shapes every decision that follows in a commercial architectural rendering engagement.
2. Project Goals and Intended Use of the Renderings
How will the images be used? Investor presentations? Planning or approval meetings? Client presentations? Leasing packages? Pre-sale packages? Marketing collateral? Website? Brochures? Social media? The intended use influences things like image composition and size. Images for marketing collateral may need to be of a higher resolution than images for a website. The intended use helps us figure out things like the level of detail we need to include. An image destined for a zoning board presentation will be more accurate than one for a leasing brochure. Understanding intended use helps us create images that correctly convey your message for commercial architectural visualization and commercial 3D visualization output.
3. CAD, BIM and Design Files
Deliver AutoCAD, Revit, or SketchUp files, 3D models, floor plans, elevations and sections, site plans, and material boards. Working with architects and design professionals, it is understood which files represent the latest approved designs, as design files undergo several modifications. Prioritize conflicting design info in files, especially when multiple disciplines provide design inputs. This is the basis for accurate information needed for architectural rendering and may impact 3D rendering requirements for architects.
4. Materials, Finishes and Design Specifications
Include information on materials for façade, flooring, wall and roof finishes, glazing, services, metal, wood and stone finishes, as well as furniture and fittings. Provide material boards. Give names and finish codes of the products, if available. These help define materials which are otherwise difficult to interpret. Accurate materials for architectural rendering information help the design team to define finishes during the course of the project and architectural rendering. If materials are defined accurately, textural inconsistencies during production of renderings will be avoided.
5. Required Camera Angles and Views
Identify the views required: street view, hero view, aerial/drone view, entrance view, corner view, interior views, views of common areas and site/parking views, and views of the surrounding area. Provide reference photos, sketches, or diagrams showing your view and camera position. Clear camera angles for architectural rendering will help the team know exactly what you are looking for and will assist in avoiding requests for additional revisions. This will allow the team to process your request in an efficient manner.
6. Exterior Environment and Site Context
Include contextual information about the surrounding built and natural environment, including buildings, roads and bridges, public and private transportation, public and private land use, topography, vegetation, and the public and private elements of the streetscape. For commercial architectural rendering, include pertinent information about surrounding land use, buildings and setbacks, and the width of the public right-of-way. Information about buildings and streets is often site-specific and helps to define a sense of place and prevent a design from appearing ambiguous and generic.
7. Interior Design and Space-Specific Requirements
Address furniture, fixtures, and finishes. Include decorations, lighting, ceiling details, floor and wall treatments, and other aspects of design and branding. Consider the expected level of occupancy. Describe the design of each space to convey what elements will be of highest visual importance. A hotel lobby will be of greater visual importance than a staff corridor. Describe the design details of each space in a manner consistent with the design of the space and in a manner that integrates with the design of the exterior of the building.
8. Lighting, Time of Day and Atmosphere
Indicate preferences about timing (day, dusk, night), types of lighting (natural, artificial), seasons, and the general mood of the scene (vibrant, cozy, stern, etc.). Getting the right balance of elements and incorporating them in a way that complements your vision is what makes photorealistic architectural rendering the best expression of your ideas. Different directions of lighting create different effects, and the interpretation of a scene can change dramatically based on the time of day. For example, a rendered view of a street during the day would look very different from the same view at dusk with some interior lights on.
9. People, Vehicles, Landscaping and Other Visual Elements
Details such as the presence of people, vehicles, landscaping, signage, and other elements that convey the full commercial potential of the design. Indicate whether only a few representative elements should be shown or if numerous details should be added. It is necessary to add a reasonable number of elements, people, and other details to commercial architectural visualization to adequately express the intended purpose and use of the designed space.
10. Output Specifications, Deadline and Revision Requirements
Determine the final resolution, aspect ratio, file format (JPG, PNG, TIFF, or PDF), digital versus print, presentation versus web, number of final views, deadline, key dates, and revision number. Also determine the method of delivery. In addition, figure out who makes the final decision on each revision, as an indefinite sign-off is one of the primary reasons schedule slip occurs. All of these factors influence what kind of deliverables the architecture firm needs to produce. Knowing these factors prevents last-minute surprises on commercial rendering deliverables.
Information and Files to Send With Your Rendering Brief
Use this checklist to make sure you have everything before sending a brief for CAD files for Architectural Rendering or Project Visualization:
| Information/File | Why It Matters |
| Project Plans | Establishes dimensions and layout |
| Elevations | Show exterior features of the design |
| Sections | Show design elements and their relationships to other elements |
| CAD/BIM | Show design and elements and their relationships as built |
| Site Plan | Shows the setting and context of the design |
| Sample Board | Shows design materials and finishes |
| Furniture Scheduling | Shows elements of the design |
| Landscape Plan | Shows the setting and context of the design |
| Images | Show design intent |
| Brand Standards | Show design elements and relationships |
| Camera Distances | Show limits of design |
| Output Standards | Show design elements, relationships, and limits |
Not all projects will provide all twelve items during the briefing stage, and that’s acceptable. The objective during the briefing stage is to determine what is missing, if anything. Generally speaking, providing as much of this information in the briefing stage prevents surprises during the production stage. Providing information needed for 3D architectural rendering at the beginning of the project eases commercial rendering requirements and clarifies the terms of the commercial rendering agreement. This, in turn, expedites the file review process.
How to Brief Exterior and Interior Commercial Renderings Differently
Exterior Rendering Brief
Exterior briefs need to touch on site lines, conditions, and views. They need to include surrounding site walls, plantings, signage, paving, and other adjacent built and unbuilt conditions. The time of day and altitude of the sun play a large role in how a site is perceived and rendered. Rendering street scenes early in a project builds a sense of momentum and can help overcome initial hesitance to a design. Our 3D exterior rendering services are based on such briefs.
Interior Rendering Brief
Interiors require consideration of functions, design elements, finish materials, lighting, branding, occupancy, camera positions, and how spaces relate to one another. Understanding how a space will be used and function over time helps to determine the best way to arrange and use space. The elements of an interior space differ greatly from what is typically used to define an exterior space, and our 3D interior rendering services team typically solicits information about interiors independently from information requested for exteriors.
When CAD Rendering Should Be Part of the Project Brief
We use CAD rendering to produce still images from digital representations of built environments. For us to perform CAD rendering, the client provides technical plans, elevations, engineering drawings, or other forms of 2D drawings. The request for CAD rendering can be made at different stages of a project. At times, the request can be made during the early design stages when the client needs to provide images to potential sponsors, or when the client’s stakeholders need images for different reasons. In such cases, the client is required to provide the name of the software used to generate the drawings, the file format, the version of the drawings, whether there is any requirement to produce 2D drawings from 3D, the level of detail, and the views requested. CAD rendering services are quick and efficient. We take the information provided by the client and create marketing images of the requested views.
Common Mistakes to Avoid in a Commercial Rendering Brief
- Turning in obsolete drawings.
- Failing to indicate the purpose of the render.
- Being vague about camera positions.
- Using inadequate or no material information.
- Not addressing site conditions.
- Omitting performance requirements.
- Being unclear about expected changes.
- Considering exterior and interior conditions equivalently (i.e., giving equal weight to each condition).
Most of these problems come from unclear commercial rendering requirements from clients for commercial phase projects or from clients not providing enough information for architectural visualizations, both of which can easily be resolved with a standardized brief format.
How a Clear Brief Improves the Commercial Rendering Workflow
Brief → File Review → Scope Confirmation → 3D Modeling/Scene Setup → Draft Rendering → Feedback → Revisions → Final Rendering
Every step in this process relies on information provided in the initial brief. The File Review step becomes unnecessary with complete CAD files. Scope Confirmation becomes easier when the views and goals are defined. The Feedback step can potentially be the source of surprises if details, like materials and lighting, are not defined and finalized by the client. Ultimately, the information provided during the briefing step determines how smoothly the remaining steps of the process are executed. A similar process is followed by commercial rendering services providers and smaller companies that provide architectural rendering services. This is the reason clients get a realistic idea of the time components of a project at the onset and at each step along the way, till the completion and delivery of the project.
Choosing a Commercial Architectural Rendering Partner
You need a partner who is an established architect with a strong background in AEC, deep knowledge and skills in both CAD and BIM, excellent communication (both written and verbal) with clear revision and delivery procedures, and, most importantly, the ability to provide high-quality exterior and interior images with one integrated workflow. The studio you partner with needs to understand the commercial objectives of your project. This is especially important to understand the differences between images created for leasing purposes versus images created for a planning submission. Understanding these objectives helps partners frame the right questions during a brief. McLine Studios works closely with architects and developers to assist them in achieving their commercial visualization objectives.
Conclusion
We have identified five crucial elements of a strong commercial rendering brief. These are a clear target, accurate source documents, a comprehensive description of the materials and design, and directions for the camera, if any, as well as an indication of the end use of the work and when it is needed. Our experience shows that delivering these elements early in the process helps us meet our clients’ expectations and fulfill their requests in a timely manner. It should be noted that McLine Studios is able to create commercial renderings directly from the architects’ and developers’ drawings and other documents. Prospective clients are encouraged to get in touch with us to explore our 3D Architectural Rendering Services to get your next project started.
