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
More images from the same development below
WE WOULD LIKE TO FIND OUT MORE ABOUT YOUR PROJECT
TO MAKE SURE YOU GET THE BEST MARKETING VISUALS.
PLEASE GIVE A US A CALL OR DROP US A MESSAGE.
KW Bell
Appealing to core market clients with interior CGI
client
KW Bell
Services
Interior CGI
The Challenge
KW Bell, one of The Pixel Workshop’s longest-standing clients, sought to scale back physical show homes by replacing some with high-quality interior CGIs. This strategy aimed to facilitate earlier sales and reduce site costs. Our client wanted to bring interiors to life in regional sales suites to help prospective buyers visualize homes without entering fully furnished show homes. Their Norton scheme marked KW Bell’s inaugural interior CGI project.
A Consultative, Collaborative Approach
The client’s marketing lead was uncertain about the quantity of visuals needed or which spaces would have maximum impact. Rather than overproducing, The Pixel Workshop provided strategic guidance, identifying key rooms and viewpoints most relevant to their core market. The team developed nine carefully curated CGIs, primarily featuring one house type with complementary visuals from other properties showcasing unique kitchen layouts and premium lounge designs. A notable pink kitchen design represented a bold styling choice that the client embraced following careful guidance.
Stylish Storytelling, Grounded in Market Insight
The process began with comprehensive analysis of floorplans, target demographics, and regional design preferences. Without fixed internal finishes documentation, The Pixel Workshop helped narrow supplier ranges to three distinct kitchen designs: shaker, modern industrial, and transitional. Each reflected different buyer profile aspirations. Detailed mood boards displaying layout, material palettes, and styling concepts preceded transformation into photo-realistic marketing assets balancing aspiration with attainability, incorporating input from in-house architects, stylists, and CGI artists.
Results
The first image round required no revision, rare in the industry, testifying to close collaboration and established trust. The CGIs are being installed as large-scale prints in KW Bell’s sales suites, facilitating emotional customer connections during site construction. The imagery integrates into brochures and broader marketing materials, strengthening 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!”
Let's discuss your next development.
Make sure you get marketing materials
that do your development justice.
FEEL FREE TO GIVE US A CALL OR DROP US A MESSAGE.
Jactin House, 24 Hood Street,
Ancoats, Manchester, M4 6WX