October 13th, 2017

The Client Checklist: This is a series dedicated to assist clients that are interested in utilizing 3D visualization services to save time and money. The topics covered will help manage expectations while enabling agencies to assist you as effectively as possible.

In our first guide, we covered how to get the blueprint of your rendering started. Now that we’ve got the basics of the blueprint down, it’s time to develop the character of your project, or as we like to put it “crafting the story”. This part of the process is generally done over the course of a single meeting and gives the agency a chance to really understand how they can best breathe life into your project.

Finding the parallels between creating a rendering and crafting a story can be a difficult one, but it’s a step that shouldn’t be overlooked. When a story is carefully crafted a truly remarkable rendering can be developed. This is where the agency brings forward their expertise and assists in bringing out the potential within your project. At this stage having a detailed understanding of the target of the development is a great way to frame the creation of the story. There are two core components of this part of the process and two optional.

Mood, Ambiance, and Style

Mood, ambiance, and style are the main topics of this meeting. This is where the bulk of developing the story or conveying a mood is done. What is it that you want your render to say? Does the development highlight luxury or quaint and cozy? Are you building for families? If so highlighting a summer environment with an emphasis on large open grounds may be the way to go. Or if the buyer is a young professional? An evening setting with emphasis of the urban sprawl. These are all components of the story you are trying to develop.

Some renderings go for an surreal approach while others are on the border of photo realism. These stylistic decisions are ones that highlight different aspects of your proposed renderings and can significantly change the trajectory of the tone and mood. This is a great conversation to have with your agency, as they have the expertise to give you valuable insight to what can make the rendering extraordinary.

Camera Angles

What perspective do you want the rendering to convey? Are we entering a room? Are we looking from across the street? Or are we looking at an area from a distinct angle? These are just a few questions you can ask. There may be elements of your development that provide unique selling points. An amazing backdrop of the mountains or looking into the heart of downtown can be what you highlight in your view. With an understanding of the market you wish to sell to these angles can be crafted to highlight aspects that this group cares deeply about.


This is the type of people you want within your renderings. This is one of the optional steps as some renderings may not want to include people due to conflicting tone or to highlight design while others will be greatly accentuated with the inclusion of people. Ask yourself when deciding to put people within your render, what type of person does your target market want to be and who do they wish to surround themselves with?


References are always a great tool to provide to your agency. If these are your source of inspiration and you wish to emulate components of these renderings, agencies are more then happy to assist in highlighting the aspects that you love. This gives the agency both direction and context and can allow for better understanding of what you are looking for.

Now that you’ve crafted the story, the first draft can begin. This process develops character within your renderings and set the guidelines to your end product. While every agency has different processes when developing these stories, it remains that this process is not to be forgotten. When all these elements are included you’re on the road to developing a memorable rendering.