Styling Process

A Styleboard is our response to a client brief, pulled together into our branded format and given our styling take on a design. It is typically made up of 4 pages (can be more or less depending on client budget and service level). 

It is a working document which is signed off by the client and also used by 3D artists and management as direction for the set build. The more detail that goes into here the better as it creates less problems further down the line once the set is in production. 

• Every new project will be verbally briefed by an Account Manager (AM), or directly from the Head of Styling. In some occasional instances, some briefs may even be given directly by the client.

• Make sure to take notes - not all information is written directly on the brief and some details can change during the briefing call.

• The Art Director will also be included at the briefing stage, and will communicate any imagery guidelines, lighting/brand direction, as well as any pre-identified challenges that we may have. (The Art Directors involvement will be particularly important with new clients, or pitch projects).

• Understand what the client is asking for. Examine any visual look & feel references against their choice of language. These can sometimes be contradicting so we need to identify the strongest source of inspiration, and compare it to their product as well as any leading marketing/customer demographics given.

• Examine the product details. The style, size, colour, material and shape of a product should all influence a choice of space and L&F, so we try to design around the product itself, as this is what the client wants to highlight in the delivered outputs.

• Determine the space. Decide if the brief indicates the use of a new space or a rehash of an existing space (one we have previously built internally). This is key when identifying a style board template to use, and will be decided by the Head of Styling pre-briefing.

• New spaces will require a deep-dive research session by all of the stylists involved in the project. We will each gather real life spatial inspiration, in-line with the client brief, and review these spaces together with an Art Director to decide on the most suitable option(s).

• Consider Outputs. Added animations or multiple cameras may effect how you design the space - think about whats happening behind the camera, and how the space would realistically be built. We treat the space as if it were a location shoot, so consider the whole room in order to get the most realistic feel. Consider reflections in mirrors - what would we see, cameo cameras for different product features etc. How do you get into the space? Where does the room sit in relation to the rest of the property?

• Propping allowance - Depending on budget some clients may pay for specific new props. These tend to be larger, statement pieces such as chairs, lighting, bedding or textured rugs. If the client has not paid for additional prop modelling, styling are to only use our internal library of limited props.

• Clients will have different budgets, and depending on whether they are returning/reliable clients or a new client will influence what styling service we can provide.

• We have 4 main styling services. Proof Markup, Prop & Décor Swap, Rehash, New Space.
  Please see the attached table to understand these styling service types:

Client Presentations

• When presenting to clients its important to focus your narrative around the product, relating all design decisions around the customer, brand or product price point.

• Keep it short and engaging, relating the designs back to relevant trends, inspirations and commercial drives that will captivate the client’s attention.

• Where applicable, refer back to the client’s brief to demonstrate how you’ve incorporated their initial direction into your design.

• As a learning exercise for new clients, when presenting the very first Style board they see, briefly outline how our Style boards work and the information they communicate as you flow through it.

Artist Presentations

• Keep all information relevant to the 3D production team, approaching the presentation as more of an explanation as to how the team can execute your design effectively.

• Communicate proposed lighting direction through the L&F page and any specific references.

• If appropriate, link back to the client brief showing the 3D team any specific notes, requests of references directly from the client that need to be kept in mind.

• Now is the time to communicate any additional notes regarding rehashed architecture, prop models, compositions, materiality etc.

Styleboards will be shared with the client over ProofHQ - any feedback comments or questions will be marked up on the proof directly. Depending on the client, timeline and severity of the feedback, we will address the feedback in one of two ways:

Proof Mark-up Amends

When timings are tighter, and feedback is minimal we will always try to address any feedback onto the same proof directly.

It's important to bare in mind that the client can see our replies, so address them directly and ensure comments/language are client=facing.

Styleboard/Sketch Up Update

If feedback is more severe, requiring more impactful changes (anything effecting the design of the space, overall colour palette etc.) then a version 02 of the styleboard or sketch up will be required. This is to ensure that any major issues are ironed out before 3D production begins, which is very important.

If the feedback vastly differs from the original client brief, the changes may be chargeable to the client - but this is the Account Directors decision to make