3D Modeling for graphic design has evolved tremendously over the years. CraneDigital has been there since the early days, today putting to work 30 years of experience, creativity and wisdom on every project landing on our desk.
3D Modeling for Graphic Design is a cornerstone technique used to visualize anything by creating believable, plausible content. CraneDigital began (as Sandhill Studios) doing this right around the time the (current version of the) internet was born, using airbrushing techniques learned in art school.
Then one day walking through an Albuquerque, NM bookstore, I stumbled upon something that would alter the course of my career – and life. Deep in the computer software section there was a software box with catchy illustrations that looked similar to what I was creating with an airbrush – only better. I showed it to my wife and we both winced at the price: $300 – which was a lot of money to a couple of artists trying to make it in Santa Fe, New Mexico in the mid 90’s. After a brief discussion we decided it was worth the risk, and my first 3D Illustration program, Ray Dream Designer was purchased.
With computer skills young and undeveloped, but a firm understanding of the essentials, I loaded the software on my Mac – which barely met the basic system requirements. Immediately it became clear I needed a new computer. The journey had begun.
Fast forward 30+ years and many, many hours later, learning many, many 3D modeling software packages – here we are, the end of 2023. The potential of 3D graphics packages far exceeds the wildest imagination of yesteryear. Today, virtually anything can be created, visualized, invented – and animated – on the computer, bringing an entire new level of potential to visual communications.
With 30 years of examples 3D Modeling for Graphic Design to show, it’s tough to decide which images should be on this page. As well, styles change over time. Initially my color palette leaned towards brighter, more vibrant colors. Over time I’ve become more understated, focusing instead on the nuance produced by subtle shifts in lighting, allowing an object’s natural character to emerge. This is also attributable in part to more advanced lighting techniques.
While CraneDigital has worked with large, multi-national corporations over the last 30 years, we’ve also had the privilege of working with those just starting out, trying to help get ideas out of their head for the rest of the world to see. The work below was created for start-up company Cahill Services, providing heat to construction sites around the world through use of portable, jet-engine powered heaters they somehow figured out how to mount in trailers and ship to some of the coldest, most remote sites on earth. We worked closely with Cahill Heating to understand their value proposition, then advise visuals that best supported core messaging. The result was a explainer video concisely summarizing Cahill’s value proposition.
One trailer model (below) was represented by CAD engineering. The other needed to be constructed as a 3D model by CraneDigital. Can you tell which is which in the image below?
This last image is an example created recently for a project that has not yet been fully realized. The initial ask was for a series of images relating to Clean Energy. Though the project didn’t materialize due to deadline constraints, it seemed a good enough idea to explore anyway. As a result we’ve embarked on modeling various components for future projects. Below is a DAC Hub, created as a 3D model allowing 360° views for future projects. After 30 years of doing this, our model library is extensive.
So no matter the project, CraneDigital has 30 years of experience creating custom imagery for an enormous variety of applications and clients. Give us a call at (970) 213-1828. We’d love to help on your next project. Thanks for reading.