Every outstanding CGI image starts long before our artists open their software. It starts with the brief. Whether you are commissioning exterior renders for a new housing scheme or interior visuals for a show home campaign, the quality of the information you provide at the outset directly shapes the quality of the final images. A strong brief saves time, reduces revisions, and ensures the CGI accurately reflects your vision from the very first draft.
At iCreate, we have worked with hundreds of property developers, architects, and housebuilders across the UK, and we have seen first-hand how the briefing stage makes or breaks a project. In this guide, we share exactly what to include in your CGI brief, how to supply your drawings and references, and the common mistakes that cause unnecessary delays. Whether this is your first time commissioning property CGI or you are looking to streamline your process, this practical walkthrough will help you get the best results every time.
A comprehensive CGI brief brings together everything your visualisation studio needs to model, texture, light, and render your project accurately. At its core, a brief should include architectural drawings, material specifications, visual references, and a clear description of what you need delivered. The more complete the brief, the fewer questions we need to ask and the faster we can move into production.
Start with the essentials: floor plans, elevations, and sections that show the dimensions and layout of the building. Add a site plan if the project involves landscaping, parking, or surrounding context. Then layer in the details that bring the image to life, such as the brick type, the window frame colour, the flooring material, the kitchen specification. These are the decisions that separate a generic render from a photorealistic image that looks exactly like the finished development.
Finally, tell us what you need the CGI for. A brochure hero image has different composition requirements to a planning application visual or a social media asset. Knowing the end use helps our team frame the shots, choose the right lighting, and deliver images at the correct resolution for your 3D rendering project.
Share your architectural drawings, material specifications, and any visual references or mood boards. We review everything and confirm the scope, deliverables, and timeline for your project.
Our team builds your project in 3D from the supplied drawings, applies accurate materials and finishes, then lights and renders each scene. You receive a draft for review before we finalise.
We share draft renders for your feedback and make any adjustments needed. Once approved, you receive high-resolution final images ready for print, web, and sales suite use.
A well-prepared brief benefits everyone involved in the CGI process. It reduces back-and-forth, keeps the project on schedule, and ensures the final images accurately represent the development being marketed or submitted for planning.
At iCreate, we work with clients at every stage of the development cycle. Whether you are a first-time developer commissioning your first set of CGI images or an experienced housebuilder with a streamlined briefing process, our team is here to guide you through every step.
Architectural drawings are the foundation of every CGI project. Without accurate plans, even the most talented artist cannot produce a render that faithfully represents your building. The ideal format is DWG or DXF straight from your architect’s CAD software, as these files contain precise dimensions and layer data that our modellers can work from directly. If CAD files are not available, high-resolution PDFs of your floor plans, elevations, and sections will work, provided the scale bar is visible and the drawings are legible.
For exterior CGI, we need all four elevations, a roof plan, and a site plan showing the building in context. For interior renders, supply the relevant floor plan with furniture layout if available, plus ceiling heights and any architectural features such as vaulted ceilings, exposed beams, or feature walls. If your design is still evolving, let us know which elements are fixed and which may change. We can begin modelling the confirmed elements while you finalise the details.
One point we always stress to our clients: send the latest revision of your drawings, and flag any changes from previous versions. Nothing causes more rework than discovering mid-project that the window positions moved two revisions ago. A quick note saying “Revision D, windows on the south elevation have changed since Rev C” saves hours of wasted effort on both sides.
Drawings tell us what the building looks like. Visual references tell us how you want it to feel. A mood board or a collection of reference images is one of the most valuable things you can include in your brief, because it communicates aesthetic intent in a way that words alone cannot. If you want a warm, evening-lit atmosphere with golden tones, a single reference photo says more than a paragraph of description.
References can come from anywhere, such as Pinterest boards, competitor brochures, magazine pages, photographs of completed developments you admire, or even screenshots from property portals. What matters is that they illustrate the mood, colour palette, landscaping style, or interior finish you are aiming for. If you have brand guidelines with specific colour values or fonts, include those too. Our team at iCreate uses these references to match the lighting, styling, and composition to your vision, so the CGI feels like a natural extension of your property marketing materials.
Do not worry about being too prescriptive. The more direction you give, the closer the first draft will be to what you had in mind. If you are unsure about styling, that is perfectly fine too. We can suggest furniture layouts, colour schemes, and landscaping treatments based on your target market and the type of development. The key is to start the conversation early so that creative decisions are made before production begins, not during revision rounds.
Over twenty years of producing CGI for the property industry, we have seen the same briefing mistakes crop up repeatedly. Each one is avoidable, and each one costs time and money when it is not caught early. Here are the six issues that cause the most delays:
Using superseded revisions is the most common cause of rework. Always send the latest version of your plans and flag any changes from previous revisions so nothing is modelled incorrectly.
Without knowing the brick type, cladding colour, or flooring finish, we have to guess or pause production to ask. Including a specification document with your brief keeps the project moving.
Describing a mood in words leaves room for interpretation. A handful of reference images showing the atmosphere, styling, or landscaping you want eliminates ambiguity and gets the first draft closer to your vision.
Not specifying which views you need can lead to renders that do not showcase the best features of the building. Mark preferred viewpoints on a site plan or supply example angles from similar projects.
When feedback comes from multiple people with conflicting preferences, revisions multiply. Nominate a single point of contact who collates all internal comments before sending them to the CGI studio.
Rushing the brief leads to missing information and unrealistic deadlines. Start gathering your drawings and references as early as possible so the project can be scheduled properly and delivered on time.
The brief is where every successful CGI project begins. By taking the time to gather your drawings, compile your material specifications, and share your visual references before the project kicks off, you give your visualisation studio everything it needs to deliver images that are accurate, compelling, and ready to use across your marketing channels. The result is fewer revisions, faster turnaround, and CGI that truly represents the quality of your development.
If you are preparing to commission CGI for an upcoming project and want to see the standard of work we produce, request a free sample from our team. We will walk you through the briefing process, answer any questions, and show you exactly how we turn your plans and references into photorealistic imagery that sells.
As a specialist 3D architectural visualisation company with over twenty years of experience, we know that the best CGI starts with the best briefs. Let us help you get yours right from day one.
A CGI brief is the collection of drawings, specifications, references, and instructions you provide to a visualisation studio before a project begins. It includes architectural plans, material choices, visual references, preferred camera angles, and details about how the final images will be used. A thorough brief ensures the CGI accurately represents your development.
At a minimum, send your floor plans, elevations, and sections, ideally in DWG or DXF format. High-resolution PDFs with a visible scale bar also work. For exterior CGI, include a site plan. For interiors, include ceiling heights and any furniture layout. Add material specifications and visual reference images where possible.
Yes. If your design is still in development, we can begin modelling the elements that are confirmed and update the model as the design evolves. Let us know which parts are fixed and which may change so we can plan the workflow accordingly and avoid unnecessary rework.
Any level of detail helps. Even a few images from Pinterest or a competitor brochure showing the atmosphere, colour palette, or landscaping style you like gives our team a clear creative direction. Formal mood boards are welcome but not essential. The goal is to communicate the look and feel you are aiming for.
Turnaround depends on the scope of the project. A small set of exterior stills typically takes five to ten working days from receipt of finalised drawings. Larger projects with multiple views and interior scenes may take two to four weeks. We confirm timelines at the briefing stage so you can plan your marketing schedule.
Absolutely. Design changes are a normal part of the development process. If your plans are updated or you change your mind about materials or styling, let us know as early as possible. Minor changes are usually straightforward; larger revisions to the building geometry may affect the timeline and cost.
For interior CGI, furniture layouts and material specifications significantly improve the accuracy of the final images. If you do not have a specification document, we can suggest furnishings and finishes based on your target market and the style of the development. The more detail you provide, the closer the first draft will be to your expectations.
Email is the most practical method for sending drawings and reference files. Organise your documents clearly. Label files by type and revision, and include a short written summary of what you need. If the project is complex, a quick phone or video call to walk through the brief together ensures nothing is missed before production begins.
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