Architects specifying ICA Pidilite’s luxury wood finishes had no way to show clients how they’d actually look – not without a showroom visit the client often skipped. Every pitch had a gap between concept and material reality.
We came in through a different door – a brochure redesign brief – but the real problem surfaced as we started talking to the ICA Pidilite team.
From working with architects and interior designers across projects and producing 3D renders, we understood their workflow. Most use renders to pitch spaces to clients. But to show the actual finish, they still had to visit ICA’s experience centres and view physical samples. ICA had no way for architects to bring its finishes directly into their renders, with accuracy.
So we proposed building one.
What we built
A library of 200 seamless 3D texture files that allow architects and interior designers to digitally recreate ICA Pidilite’s wood finishes in 3D renders. The textures were created through a combination of photography and digital recreation, then calibrated against physical samples at ICA’s experience centres.
We also built a custom website where architects and visualisers could browse and download files independently, with a guide on using the textures in 3D software.
Since launch, the library has reached hundreds of architects and interior designers through ICA Pidilite’s brand site and trade show presence.
Role: Strategy, Content, Website Design & Copywriting, Texture Library Production
Duration: 9 months
