In 2023, ICA Pidilite, the luxury wood finishes brand, initially came to us to redesign a brochure. But the more we spoke with the ICA Pidilite team about what they wanted to achieve with the collateral, the clearer it became that the solution could be elsewhere. Architects need more than inspiration. They need tools that help them sell their ideas to clients. And the gap between concept and client approval is where most design intent gets lost.
Having interacted with architects and interior designers across many projects and produced 3D renders, by now we understood something about the design workflow: most use 3D renders to pitch spaces to clients. ICA Pidilite didn’t have an offering that let designers plug photorealistic wood finishes into those renders. The textures existed as physical samples in showrooms and experience centres, not as a format that could live inside a 3D software.
So we proposed building one.
What we built
A library of 200 seamless 3D texture files which help architects & interior designers digitally recreate ICA Pidilite’s actual wood finishes, matched as closely as possible to the real thing through a combination of photography and digital recreation, calibrated across multiple rounds on screen and through physical visits to the experience centre.
Alongside the library, we built a custom website where architects and visualisers could browse and download files independently, with a guide walking users through how to use the textures in their software. Since launch, the library has been circulated to the architect and interior designers who’ve used it and given positive testimonials. It has since been promoted on ICA Pidilite’s main brand site and at trade shows.
Role: Strategy, Content, Website Design & Copywriting, Texture Library Production
Duration: 9 months