Connecting people and architecture through architectural visualization

Neumann/Smith is an architecture and design firm that drives advanced architectural visualization workflows in-house. We spoke to seasoned designer Clayton Wenrick who has two decades' worth of experience as an artist and designer, about why visualization is important and why a variety of visual options matters.

Detail of 3D printed/multimedia model depicting buildings surrounding an outdoor plaza

We caught up with Clayton Wenrick, a senior designer for the firm, to discuss how they created a robust visualization program and gathered advice for other designers and architects who want to leverage SketchUp to win work and ensure aligned project delivery.

The power of in-house visualization

Neumann/Smith firmly believes in taking care of its visualization needs in-house. Outsourced visualization can't compete with the collaboration possibilities created by in-house visualization. It's not just the design team that gets trained on their visualization processes and tools — everyone at the firm is invited to receive training to encourage collaboration across departments. Getting their visualizations done in-house also helps with client relationships.

"Creating visualizations in-house gives us flexibility. We don't have to wait for anyone else to reply to an email or get back to us from a different time zone. We can bring a client a work-in-progress and get adjustments from them in real-time." 
— Clayton Wenrick, Architectural Designer + Visual Specialist

3D-printed Architectural model of a project in Detroit

Generating excitement and buy-in

It's no secret to architects and designers that generating excitement and buy-in on a project is a critical step to its success. With large-scale multi-hundred million dollar projects, it's crucial that clients aren't just on board but excited to move forward.

Some projects are easier to build excitement for than others, especially complex jobs with many stakeholders. A project's most compelling feature can also vary. For some, it's the way the light filters through a building. For others, it's the element of arrival. By creating a range of visualizations, with the flexibility to move between them and make adjustments quickly, Neumann/Smith is sure to connect with all the project stakeholders.

The 3D-printed models and keepsakes they create are especially memorable for their clients, helping Neumann/Smith remain at the forefront of their minds long after a project is over.

"Our clients truly value our ability to provide physical, virtual, and rendered models while walking them through our process. This approach helps them visualize and understand the space and design more clearly, leading to increased client engagement and fewer changes later on."
— Clayton Wenrick, Architectural Designer + Visual Specialist

A 3D-printed/multimedia architectural model

3D-printed concept model for a new circulation study of the Detroit Warehouse Project

Architectural visualization step one: the 3D model

Before the firm can wow its clients and collaborate with colleagues on stunning visualizations, they need to create a model to build the visualization.

Occasionally, the firm works on projects that begin with Revit models provided by the client, in which case they'd leverage the Revit Importer. In this case, they often transfer the model back and forth between SketchUp and Revit as the project evolves and adjustments are made. Most of the time, however, the model starts in SketchUp. 

"You have more freedom to create an intriguing design when you're modeling in SketchUp. We strongly believe that a good design begins with form, not materiality, so the design must succeed as a white-on-white model." 
— Clayton Wenrick, Architectural Designer + Visual Specialist

In addition to SketchUp's intuitive native tools, the firm uses many Ruby scripts while modeling to increase precision and speed in their workflows. 

Render of Jim Crow Museum at Ferris State, the initial design progress that helped kickstart the project

Leveraging SketchUp's AI capabilities

Neumann/Smith is also at the forefront of using AI tools in SketchUp. Clayton likes to think of AI in architecture as an assistant to his creative process rather than something that replaces design work.

The firm has started testing the Labs feature, SketchUp Diffusion, and can see its future in client communications. 

"It's a great and simplistic way to throw things out there when you're not sure what someone's looking for. We can do a quick check on a massing model — are you feeling more South Beach or Manhattan vibes? — and take what we learn into the design process."
— Clayton Wenrick, Architectural Designer + Visual Specialist

Clayton is especially enthusiastic about the AI search capabilities in 3D Warehouse. By testing out the new features as they come along, Neumann/Smith can stay on the cutting edge of architecture and design workflows, helping them continue offering world-class service to their clients.

"To me, [the 3D Warehouse AI-driven search engine] is the best use of AI so far within any of the 3D programs. It helps you quickly pull together accurate 3D model elements based on inspiration images for a client and is amazing for finding materials."
— Clayton Wenrick, Architectural Designer + Visual Specialist

Keeping the deliverables in mind

When the project is further along, the team works back and forth between their SketchUp models and other models that provide structural elements, always keeping the SketchUp model as an updated source of truth. The quick changes they can make to their 3D models help keep their workflow nimble.

In some instances, the model used for visualization needs to be pulled out of scale to show the design as it will appear on the completed project. Clayton gives the example of an imaginary building with expressed mullions. When modeled at scale, they may not be perceived as they would be on the final product, so Clayton will double them in size so they're easily visible. When he's done creating the visualization, he can quickly return the mullions to their proper scale.

Custom 1:1 detail of a wall texture in Neumann/Smith makerspace

The models that enter Neumann/Smith's rendering workflow leverage V-Ray, among other tools such as Enscape, and Lumion, to display a high level of detail. The firm adjusts models for 3D printing because the level of detail often needs to be much lower than it would be for a rendering. SketchUp allows for the flexibility to quickly adjust a model while maintaining the central designed model as a source of truth. 

A 3D-printed architectural model of Ann Arbor concept project

Making spaces for creative visualization workflows

To maintain an impressive and varied visualization workflow, Clayton recommends creating discrete spaces for each part of the process. At Neumann/Smith, the team has three dedicated spaces for different stages of the workflow.

Open studio to foster collaboration

The design row at Neumann/Smith is an open space where the firm does pinups and internal presentations. Featuring an open AR/VR space for internal use, it's a space for the firm's colleagues to come together and collaborate on their ongoing projects and also draw inspiration. The team will also walk clients through the space so they can see the 'organized chaos' of their project in progress and get a sense of what's going on. 

AR/VR space in the makerspace

"Instead of being at your desk, which tends to be a little bit more private, people will see you across the studio and walk up and give beneficial input. I love getting input from outside the project team because it informs you in a way that you haven't seen, heard, or thought of yet. It really helps with brainstorming throughout the firm."
— Clayton Wenrick, Architectural Designer + Visual Specialist

AR/VR experience room for elevated visualization presentations

The second type of space is more private—a large dark room set up for VR/AR. The rearrangeable private space helps clients feel comfortable, especially when they're looking for a slightly more formal experience or if there's a larger group to present to. The room can be set up with VR, but the team can also bring in the 3D-printed model to do an AR presentation on top of the physical model.

Messy maker's space to experiment and get creative

The third space is Neumann/Smith's in-house maker's space, where the behind-the-scenes magic happens. 

"The maker's space is where you get your hands dirty. It's a space where you've got half a model pinned up on the wall, something suspended from the ceiling as it's being assembled, a bunch of cuttings, and somebody spray painting something in the booth. It's where you see things that you don't even know what they are, but they'll inevitably strike inspiration and make you see your project differently."
— Clayton Wenrick, Architectural Designer + Visual Specialist

Clayton says the messy maker's space is integral to their creative process. Having a space away from client eyes, where the designers can feel free to experiment openly, helps stoke creative breakthroughs and innovative ideas.

Neumann/Smith's dedication to making space for visualization has proven a boon to the firm and its clients. If you're looking for a tool to help you with creative visualization workflows, you can try SketchUp for free. Already a user and want to stay on top of the latest and greatest? Learn more about SketchUp Labs here.

About Neumann/Smith

Founded in 1968, Neumann/Smith specializes in architecture, planning, interior design, historic preservation and adaptive reuse for corporate offices, mixed-use developments, multi-unit housing, parking structures, retail centers, and higher education facilities. While their work spans coast to coast, Neumann/Smith maintains a strong focus on their hometown of Detroit, Michigan—a reflection of their deep-rooted commitment to the city's resurgence and prosperity. The distinguished design firm is noted for its creativity in achieving client goals and has earned over 200 awards, including the prestigious AIA Michigan Architecture Firm Award.