New development real estate branding goes beyond logos and color palettes; an effective brand will inform the story of an environment to ignite feelings and create cohesion between the interior design, architecture, neighborhood and lifestyle preferences of the customer.

In real estate development marketing, we are often building brands for buildings that don’t yet exist, which means we need to use our imagination to showcase how the brand can live in harmony with the environment for which it was created.

Using tools like Chat GPT and Midjourney, we can use AI to craft compelling visual narratives that place the brands we create in immersive, lifelike settings.

Visualizing Brand Ethos with Midjourney

Our process begins with a comprehensive creative briefing and reference to a project’s interior design scheme to define the brand and its interior style. For example, the AFMKTG designed brand Dezi represents mid-century modern design, characterized by warm wood tones and retro aesthetics. In contrast, Sloane embodies a high-end, bright, modern, and luxurious aesthetic, featuring geometric lighting and premium materials like marble and gold. The main focus is to drive the render design using primary commands to establish the overall theme (see examples below).

The Midjourney Process

Briefing and Definition: We start with a detailed briefing to understand the brand's core values and desired interior style. This step ensures that every visual element aligns with the brand's identity.

Theme Establishment: Using primary commands, we establish the overall theme. For instance, Sloane's aesthetic is driven by luxury and geometry, using accent colors tailored to the brand, while Dezi’s mid century design focuses on wood tones and retro elements.

Space Specification: General commands specify the type of space, such as a lobby, club lounge, bedroom, or living room. We also include the aspect ratio and instructions for upscaling to achieve higher resolution.

Prompt Generation: Each prompt generates about four different outcomes. If a preferred direction emerges, additional versions can be requested. Prompts are concise, ideally under 50-60 words, to avoid being too long and getting eliminated.

Revisions and Specificity: Revisions are often necessary, so specificity without excessive wording is crucial. For luxury designs, commands like "ultra-realistic" help achieve the desired level of detail and clarity.

Post-Processing: AI-generated images may not always be accurate. Post-processing in Photoshop is often needed to refine details and ensure the visuals perfectly represent the brand.

Perspective and Panoramic Views: Photos can be obtained from different perspectives, with panoramic views being typical for projects. This approach helps visualize the brand environment from various angles.

Crafting Emotional Connections

Through this meticulous process, we create environments that evoke the desired feelings and make a brand memorable. Whether it’s the sophisticated elegance of Sloane or the nostalgic charm of Dezi, our rendered images help clients see and feel their brand in a way that static visuals can't achieve.

Curious about how content created by Midjourney can help elevate your brand? Reach out to us at AFMKTG, and let’s explore how we can bring your brand’s unique ethos to life through captivating visual storytelling.