Case study · 04 · Residential housebuilding
Keeping development marketing one step ahead of construction.
With our ongoing relationship with a national housebuilder, CGI and AI are used to create marketing imagery throughout the development process — from early sketches or 2D CAD to site photography and existing CGI’s.
House types, street scenes and finished marketing images can be produced before the development is ready to photograph, giving the marketing team the imagery they need without waiting for construction to catch up.
sector
Residential housebuilding
client type
National housebuilder
scope
Ongoing CGI + AI production
output formats
House types · street scenes · marketing imagery
delivery
Ongoing service
year
2026
housetype marketing image · revamp of old cgi
01
problem
Marketing needs to begin before construction.
A housebuilder needs to start selling a development long before there is a finished street to photograph. At the earliest stages there may be little more than 2D CAD elevations or sketches, yet house-type imagery and street scenes are already needed for planning, sales and marketing.
As construction progresses, the problem changes rather than disappears. There may be photographs of the development, but unfinished plots, incomplete landscaping and active site conditions mean they are not yet suitable for advertising. The physical development can be months behind the imagery the marketing team needs.
There is also existing imagery to consider. Older CGI’s may still accurately represent a house type but no longer meet the photographic standard expected of current marketing. Rebuilding everything from scratch wastes an asset that already contains much of the information needed.
02
solution
Turning every stage of the build into a marketing opportunity.
Over several years working with the client, we have developed different CGI and AI workflows around the information and imagery available at each stage of a development.
The starting point changes as the development progresses. It might be an early drawing, a photograph from an active site, an existing CGI that needs updating or a completed interior that has yet to be dressed. We use what is already available to create the marketing imagery needed at that point in the project.
01
Early-stage visualisation
House-type illustrations and street scenes created from 2D CAD and material schedules, before final drawings or completed plots exist.
02
Development photography
Site photographs taken during construction developed into finished marketing imagery before those views are ready to photograph conventionally.
03
Existing CGI, reworked
Older CGI used as the architectural starting point for new, more photographic house-type marketing imagery.
04
The right production route for each brief
The starting material determines the approach, whether that is early drawings, site photography, existing CGI or photographs of completed interiors.
01 · House type imagery
Early drawings. Photographic results.
Using 2D CAD elevations and material choices, we create photographic house-type imagery while a development is still at an early planning stage — often well before final construction drawings are available.
Planning drawing 
Marketing image 
Planning drawing 
Marketing image
Planning drawing 
Marketing image 
Planning drawing 
Marketing image
02 · Advertising enhancement
From work-in-progress to marketing-ready.
We take photographs of developments while they are still being built and use CGI and AI to turn them into finished marketing images — improving the setting, landscaping, light and presentation while retaining the real development at the centre of the image. The finished photographs can then be taken straight into advertising, social media and campaign material without waiting for the site to be complete.
Advertisement 
Original site photo
Advertisement 
Original site photo
Advertisement 
Original site photo
03 · CGI photo-real upgrade
Giving older CGI’s a photographic update.
The architecture remains unchanged. Materials, lighting, landscaping, surface detail and atmosphere are reworked to bring an older CGI up to the photographic standard expected of current marketing imagery.
Updated AI enhanced photograph 
Old CGI
Updated enhanced AI photograph 
Old CGI
Updated enhanced AI photograph 
Old CGI
04 · Interior brochure imagery
Real interiors. Digitally restyled for marketing.
We take photographs of the client’s newly built interiors and digitally restyle them using reference photographs supplied for the desired décor. Furniture, finishes, accessories and styling are developed around that direction, turning the existing room into a fully dressed marketing interior without physically furnishing or decorating the property.
Client supplied inspiration for
decoration ideas
As built photo enhanced with CGI/AI to incorporate inspiration decor
Client supplied inspiration for
decoration ideas
As built photo enhanced with CGI/AI to incorporate inspiration decor
03
outcome
Marketing doesn’t have to wait for the finished development.
The ongoing relationship gives the client a way to produce useful marketing imagery throughout the development programme, rather than waiting for each stage to be physically complete.
As the available information changes, the production approach changes with it. That means marketing can move earlier, existing visual assets can continue to earn their place, and new imagery can be produced around what is available rather than starting again each time.
earlier
Marketing can start sooner
Useful imagery can be created from the information available long before every part of the development is ready to photograph.
MORE VALUE
Existing assets work harder
Drawings, site photographs and older CGI can all be developed into new marketing imagery rather than being discarded once their original purpose has passed.
MORE FLEXIBILITY
Imagery can evolve with the development
As more information and photography become available, the visual content can develop with it — supporting changing marketing requirements throughout the project.
Start a project
Need marketing imagery before your development is ready?
Send us the drawings, site photography, existing CGI’s or whatever project information you currently have. We’ll work out the most effective route to the imagery you need.