KW BELL: APPEALING TO CORE MARKET CLIENTS WITH INTERIOR CGI

THE CHALLENGE

KW Bell, one of our longest-standing clients, came to us with a new marketing challenge. After years of commissioning exterior CGIs to support their sales strategy, they made the strategic decision to scale back physical show homes, replacing some with high-quality interior CGIs. This shift would allow them to start selling earlier and reduce costs across their sites.

Their aim was to bring interiors to life in their regional sales suites, helping potential buyers visualise homes without stepping into a fully furnished show home. As this project marked KW Bell’s first foray into interior CGI, they entrusted us with both the creative direction and the technical execution.

A CONSULTATIVE, COLLABORATIVE APPROACH

As this was their first experience commissioning interior CGIs, KW Bell’s marketing lead approached us unsure of how many visuals were needed or which spaces would have the most impact. Rather than over-producing images, we provided strategic advice, identifying key rooms and viewpoints that would resonate most with their core market.

We focused on showcasing variety through a carefully curated set of nine CGIs. Most were centred around one house type, with select complementary visuals from other properties to capture unique kitchen layouts or premium lounge designs. One standout was a striking pink kitchen—a bold move, but one the client embraced thanks to our careful styling guidance.

STYLISH STORYTELLING, GROUNDED IN MARKET INSIGHT

We began with a deep dive into floorplans, target demographics, and regional design preferences. Without a fixed internal finishes document to work from, we helped KW Bell narrow down from broad supplier ranges to three distinct kitchen designs and styles—shaker, modern industrial, and a transitional mix. Each reflected the aspirations of different buyer profiles.

Once these design directions were agreed, we built detailed mood boards showing layout, material palettes, and styling concepts. With input from our in-house architect, stylist, and CGI artist, we transformed each scene into a photo-real marketing asset that felt both aspirational and attainable.

RESULTS

When we shared the first round of images, the client response was immediate: no changes needed. A rarity in our industry, this was testament to the close collaboration and trust built throughout the process. The CGIs will be installed as large-scale prints in KW Bell’s sales suites, helping customers connect emotionally with the space whilst construction is underway on the rest of the site.

The imagery is also being incorporated into brochures and wider marketing materials, strengthening their brand identity and supporting off-plan sales across multiple developments.

‘The Pixel Workshop have been supplying exterior CGIs for us since 2018. We used a different CGI company prior to this, but since using The Pixel Workshop, we would never look to use anyone else. This is simply because the quality of their work, and the friendly nature of their staff, there is absolutely no reason why we would ever look to use a different company again.
They are also extremely efficient at providing the CGI’s that we are always so desperate to see, from when we send the first email to the team. They always deliver on time (usually well before their quick deadlines), and for the quality of the images they produce, we at Bell Homes think that the prices they charge are extremely competitive in the market.
They truly are masters at their trade!’

–Mike Jelf, Senior Technical Manager, Bell Homes