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3D Process Diagrams and Site Maps

3D process diagrams, or site maps are a creative, informative way of introducing your product solutions in context with appropriate markets. CraneDigital has been there since the beginning helping organizations large and small present their products and solutions to a global market utilizing the world-wide reach of the web. 3D site maps are a creative, fun way to help new audiences understand what you do. They’re the equivalent of the proverbial elevator speech – you know, “tell me in 10 seconds what you do.”

3D Process diagram, site map, decision tree, virtual world or process flow diagrams are a great way to help others understand your products and solutions in context.
3D process diagram for marketing: the various high-level steps of the clean water process, illustrated for Milton Roy

Today’s Marketing Director knows that moving major marketing initiatives to the web was not a matter of if, but when and how. It became even more important due to the long-term effects of the Covid-19 pandemic. Our clients often request 3D Site Maps that show their products and services in context of specific markets. CraneDigital has 30 years of marketing and communications expertise creating compelling 3D graphics and animation to help during this transition.

3D Site Maps and Process diagrams. Using fictional environments to set the stage for real-world products.
FLEXIM’s Dynamic Gas Master is a good example of using 3D Site Maps and Process diagrams to set the stage for real-world products. Using simple but recognizable 3D models to represent industry environments sets the stage for real-world products, introduced using client-supplied CAD data.
Fort Collins Animator, Fort Collins Explainer Videos
Still frame from animation showing market solutions for HACH’s products and services. Each industry is represented by a pad containing appropriate infrastructure. Pads are linked by various piping to allow connectivity between different industries.
Clean Power Graphics: 3D Modeling for Graphic Design: Munters VariMax® IFRG Process Graphic. Explaining the principles behind heat exchange technology.
Munters VariMax® IFRG Process Graphic. Explaining the principles behind heat exchange technology.

Are 3D Process Diagrams Right for You?

Schneider Electric, “Solutions for Cement”https://cranedigital.com/industrial-animation-case-study-schneider-electric/

No matter the term; Process Diagram, Site Map, Production Path, Process Flow, Decision Tree or Virtual World, these 3D Site Maps are vital tools for organizations to showcase products and solutions in a clearly fictional – but believable way. Translating complex concepts into easy to understand visuals is what these graphics are all about.

This virtual world is useful sales presentations, training, and educational purposes. Deliverables include a series of images used to customize sales presentations (think PowerPoint or Visio). Creating animations and videos from you virtual worlds is the logical next step use of these assets.

Schneider Electric, “Solutions for Mining”
Schneider Electric, “Solutions for Steel”

Working in 3D offers flexibility, but like everything there are considerations to keep in mind.

3D Site Maps, Process Diagrams
3D Site Map, Process Flow Diagram, Virtual World or Interactive Map: whatever the name, the idea is the same: to introduce your products and services quickly and clearly, in-context to a web-savvy market. In many cases colors are neutralized to keep focus on branding.

Our Approach

The environment is usually brand neutral, except for the client’s brand. This means removing excessive color or anything that could be associated with other well-known products, especially those from competitors. This ensures your organization’s branding standards, such as color treatment, logos, spacing, and application, are maintained. It also allows you to focus all your marketing efforts and budget on promoting your own brand.

Cement Crusher for Schneider Electric, “Solutions for Cement”

Accurate, Recognizable but Not Precise = PLAUSIBLE

Cyclones,Schneider Electric Solutions for Mining
Cyclones, Schneider Electric “Solutions for Mining”

The 3D environment should be accurate, but not with engineering precision. Plausible is the word we like to use. There are many reasons for this. Industry insiders should know that an organization understands its customers and the spaces they occupy. However, being too specific about the make or model of anything not directly related to your own product line implies preference for one piece of equipment over another. So, it’s important to create believable versions of things that are not distinguishable.

Smart Crane for Steel Industry
Smart Crane 3D model, built for Schneider Electric “Solutions for Steel”

Level of Detail

Level of detail is an important factor to consider. Adding too much detail to environments takes a lot of time and money. It also makes animation more complicated. The perspective from which you view a scene plays a big role in deciding the level of detail to include. For example, if you’re looking at a Municipal Wastewater plant from a high altitude you don’t need to show every small part of the facility. However, if the camera zooms in for a closer look, level of detail becomes important. It’s better to approach level of detail in stages.


3D Diagram of Wastewater Treatment Plant, color version
Aerial view of Wastewater treatment plant, phase 1: the 10,000 foot view.
  • Phase One might be the 10,000 foot view providing environment for context. Whether a Cement Plant, Steel Mill, a Mining Site or Municipal Wastewater facility, setting the stage with accurate, plausible environments is a first step.
Wastewater Aeration Tank-wide shot
Phase 2: Close up rendering of a Wastewater aeration tank.
  • Phase Two might be a closer look at individual areas of activity. Subject Matter Experts (SME’s) are essential to ensure accuracy and detail as the camera moves closer. In phase two you’re making and refining decisions about what you’ll view next. For example, if your next PowerPoint slide or shot in a video is how equipment installs, you’ll build out enough detail to set the stage. Cameras are positioned anywhere in the scene for unique vantage points using real world photography techniques like depth of field blur are used to enhance realism.
Wastewater Aeration Tank-Close Up
Phase 3: Detailed aeration tank can withstand the close-up shot with its safety railings and detailed equipment. But for a 10,000 foot shot there’s no need for this level of detail; no one will see it. The trick is planning which is which.
  • Phase Three is where individual products are introduced into their proper setting. Environment has been established and it’s time to reveal the reason we’re looking at this world. This is where detailed, accurate product is shown. Often times CAD data sets are the best approach, eliminating the costly process of recreating something that already exists.

Wisdom and Experience

Choosing how to spend time and budget wisely is important. When beginning a scene and an idea becomes visible, requests for more detail arise. It’s not a question if more detail can be added, but should it be. It’s about staying focused on the core message. With 30 years experience we guide you through this process.

Sometimes various color accents indicating common elements, such as water, can break up the monochrome look without contaminating branding.

Building your 3D process diagram or site map animation can be approached in two ways. The first option is to overbuild the entire site, allowing for complete freedom of movement and ensuring that every part of it can withstand close scrutiny. However, this approach requires a significant amount of time and money. The second option is to approach the construction process in phases, which is more sensible. There is no point in investing time and money into detailing a part of the site that will not be seen by anyone.


One of the most challenging and enjoyable aspects of building a site is creating the machines and equipment specific to each industry. Using reference photos and descriptions, these machines are constructed to resemble real-world counterparts. However, they do not represent any particular brand or model. Instead, their final versions are an average representation of several different samples. In some cases, it is necessary to create machines that fall into specific categories. For example, there was a recent need to depict a large shipping container being transported by a flatbed semi-truck. It was important to accurately show a drop-down flatbed to accommodate the extreme weight requirements. Therefore, sometimes it is appropriate to include a certain level of detail.

Each animation piece adds to the fun and intrigue. The interactive environment makes it enjoyable for potential customers. Once your asset library is constructed, you can easily leverage models for any future marketing efforts. Making changes to individual assets will automatically update all future scenes.

Stacker & Reclaimer for Schneider Electric, “Solutions for Mining”

With over 30 years of experience, CraneDigital can expertly assist you in determining what is best for your needs. Give us a call at (970) 213-1828 to discuss how we can help you showcase your products and services on the internet. We are here to help.