Case study · 02 · NATIONAL LIGHTING RETAILER
One 3D product library for marketing, catalogue and technical content.
For a major brochure update, we modelled 75 lighting products across residential, commercial, interior and exterior ranges. The same accurate 3D assets produced catalogue imagery, twelve feature settings and technical illustrations for product dimensions and packaging instructions.
sector
Lighting
client type
National lighting retailer
scope
75 lighting products
Settings
12 feature settings
output
Lifestyle · catalogue · technical
delivery
10 weeks
wall light setting · brochure imagery
01
problem
A complete product range with no imagery and ten weeks to launch.
The client was updating its brochure with 75 new lighting products spanning residential, commercial, interior and exterior applications. Every product needed accurate catalogue imagery in its available material choices, while twelve feature settings were also required to give selected products the impact and context needed for the main brochure articles.
The requirement extended beyond marketing imagery. The same collection also needed line drawings, dimensional plans and illustrations for instructions supplied within the product packaging.
Producing each of those requirements independently would have created several separate production streams around the same 75 products, with accuracy and consistency having to be maintained across every one. And the complete requirement needed to be delivered within ten weeks.
02
solution
We changed the production route, not the ambition.
Rather than trying to replicate the client’s traditional photography-led approach, we changed the production model completely. Red & Gray took responsibility for creating the visual and technical assets needed for the launch, with each of the 75 new products accurately modelled in 3D as the starting point.
From those models we produced the individual SKU and catalogue imagery, dimensional drawings, line illustrations and packaging material required across the range. In parallel, twelve fully developed settings were created for the brochure and wider marketing content, giving the products the lifestyle imagery needed for print, digital and social media.
The settings were developed in 3D and professionally refined with AI to increase photographic realism while keeping the lighting products themselves accurate to the approved models. This allowed the environments to become more natural and convincing without compromising the product detail at the centre of the image.
Red & Gray managed the production throughout. The client didn’t need to coordinate photographers, locations, sets, product samples and separate technical artwork suppliers. Their role was primarily to review each stage, approve what was presented and keep the project moving.
ONE ACCURATE SOURCE
Product accuracy carried across every output
The approved 3D model remained the reference whether the product appeared in catalogue imagery, a lifestyle setting or technical artwork.
COORDINATED PRODUCTION
Marketing and technical content developed together
Visual and technical requirements were handled within the same production programme rather than becoming separate projects around the same range.
BUILT FOR REUSE
The product library continued beyond launch
Once created, the 75 models remained available for future imagery, range updates and new marketing requirements.
selected work
Project highlights. A few settings created for this project.
PRODUCT DETAIL
Materials, finishes and construction up close.
ONE ACCURATE SOURCE
The same 3D model. From hero image to dimension drawing.
ASSET REUSE
One product model. More content without starting again.
real world material definition
Material detail matters the closer you look.
03
outcome
A ten-week launch that created 3D assets for the future.
The client went from 75 new lighting products with no supporting imagery to a complete set of visual and technical assets ready for launch within ten weeks.
The brochure had its twelve feature settings. Every product had consistent SKU and catalogue imagery, while marketing content, line drawings, dimensions and packaging illustrations were produced from the same approved product models.
The immediate launch requirement had been met, but the production work had also created something longer lasting: a controlled library of 75 product models available for future imagery and content.
A new way to launch
One coordinated production route replaced the need to organise separate photography, marketing imagery and technical artwork workflows.
Easier to manage
The client could concentrate on reviewing and approving the work rather than coordinating the people, products and practicalities needed to produce it.
Ready for what comes next
The product library remains available for future campaigns, range updates and new content without returning to the beginning each time.
Start a project
Do you have a new product range to bring to market?
Send us the range and tell us what you need to launch it. We’ll work out the most effective way to produce the imagery, technical content and supporting assets around it.