Fry Reglet’s products are often described by architects as elegant, innovative, and synonymous with luxury—yet most manufacturer renderings reduce great design to flat, lifeless widgets. I led the creative direction for a new architectural visualization approach that treated details as moments, not afterthoughts. From hand-sketched concepts and narrative treatments to copy, messaging, and art direction, I shaped the vision for renderings that feel aspirational and experiential—matching the level of work our clients create. I partnered closely with engineers and 3D artists, guiding the process from CAD through final visualization, to ensure technical accuracy without sacrificing atmosphere or emotion. The result was a rendering system that positions Fry Reglet not just as a manufacturer, but as a design partner that elevates architectural experience.