Clarion — Internal CGI Case Study
Warm, realistic interiors that help people feel at home (before a home even exists)
Let’s be honest… internal CGIs are the make-or-break visuals.
Externally, people judge the building (fair enough).
But internally? People imagine their life there.
They picture Sunday mornings, kids’ backpacks by the door, a cup of tea at the kitchen table, and whether the living room feels like somewhere you’d actually want to flop down after work.
That’s why internal images matter so much — especially for Housing Associations, where visuals need to feel welcoming, inclusive, believable… and still pass stakeholder scrutiny.
For Clarion Housing, we created a set of internal CGI images that were warm, premium and consistent — and (importantly) quick and easy to approve, without endless rounds of “can we just tweak this one little thing…” 47 times
What Clarion needed (in normal human language)
Clarion needed internal visuals that felt:
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✅ aspirational, but not unrealistic
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✅ beautiful, but still believable
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✅ consistent across different rooms/unit types
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✅ safe for stakeholder sign-off
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✅ easy to work through without stress
Because the truth is — the visuals are only half the job.
The other half is the process:
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how easy it is to brief
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how quickly you get updates
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whether revisions feel calm and controlled
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and whether you can trust the final pack to be “launch ready” without drama
That’s the part we care about just as much.
The White Chalk way (we “set the style” so everyone stays sane)
Here’s something we’ve learned over the years:
If you don’t lock the internal style early, interiors can spiral.
One room looks warm and cosy, another looks like it belongs in a different scheme, someone asks for a new furniture direction at the last minute… and before you know it, everyone’s tired and nobody’s happy.
So for Clarion, we did what we always recommend:
✅ We set the style first.
That means we agreed the “rules of the world” up front:
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furniture direction
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lighting temperature (warm vs cool)
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level of styling (minimal vs lived-in)
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finishes + textures
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the overall mood
Once that’s set, everything moves faster:
✅ fewer revisions
✅ cleaner approvals
✅ better consistency
✅ and a final pack that looks like it all belongs together
One of our best-kept secrets (and a big reason our interiors feel “right”)
Here’s a big reason White Chalk internal visuals land so well: our Internal CGI department is run by Interior Designers.
So yes — they’ll keep everything running smoothly, chase files, keep deadlines tidy and make sure nothing slips…
but they’ll also politely save you from that one questionable sofa choice that looked great on Pinterest and absolutely would not look great in a CGI 😅
They’ll recommend:
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furniture that genuinely suits your target market
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fixtures and fittings that read as premium on camera
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styling that matches the season and stays true to your brand
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layouts and choices that make spaces feel bigger, brighter and more inviting
And if you want to go a step further, we can also create: moodboards, styling directions, reference looks, and furniture/FF&E suggestions — tailored to your audience and brand.
What we delivered
We created an internal CGI pack that Clarion could confidently use across marketing and engagement, including:
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kitchen / dining hero visuals
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living spaces (warm, natural light, believable styling)
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bedrooms (the emotional pull images)
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consistent finishing across the whole pack
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exports in the right formats for web + brochure use
Our goal was simple:
Clarion should feel confident pressing “send” on every single image.
No nervousness. No “hopefully this gets through sign-off.” Just calm confidence.
What Amplius said (we’re still smiling)
We’re not going to lie — reading “go-to supplier” is the kind of thing that makes our whole team grin.
Because that’s our mission in one sentence: be the partner you trust, not the supplier you chase.
Why this matters (especially for Housing Associations)
A lot of people think internal visuals are just about “making it look nice.”
But Housing Associations need more than that.
You need visuals that:
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reflect real homes and real people
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feel inclusive and honest
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still look premium and cared-for
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and can be used confidently in stakeholder environments
And the process needs to be… calm.
Because Housing Association teams are busy, and nobody needs another supplier who adds stress.
White Chalk is built around one idea: creativity is most powerful when it’s personal. So we bring the personality, the care, and the “we’ve got you” energy — while still delivering structured, high-quality visuals that stand up to sign-off.
Want a “set style” interior pack for your scheme?
If you’ve got a scheme coming up, we’re always happy to recommend the best internal CGI pack (what to commission, in what order, and when) — and share examples that match your unit types and audience.
And if nothing else, we promise to be the kind of partner who makes you feel like: “Ahh… this is under control.”