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Clarify the role of imagery in a formal submission

Establish the intended use, professional requirements and evidence responsibilities before commissioning visual material for a project submission or assessment.

Created around your project

  1. 01Start a conversation
  2. 02Share your plans
  3. 03Agree the direction
Discuss your projectShare your project brief
ImagesA design brought into view
FilmSpace understood through movement
DetailA direction agreed with you
ServiceCreated around your project

The short answer

Identify whether the project needs an illustrative presentation or evidence specified by an appointed professional before commissioning imagery.

A requirement-led visual brief starts by establishing the status behind the image. A marketing presentation and material intended for a formal assessment may have different obligations, even when both depict the same project. Ask the appointed evidence reviewer or relevant project professional to specify what is required before commissioning the work. Kallo can discuss its role against that brief, with the scope and the way the finished imagery will be described agreed clearly.

Why this case is different

An attractive image does not establish its evidential status.

Marketing and formal assessment serve different purposes. A project team may need supporting evidence with requirements beyond a visual introduction to the proposal. Establishing the intended use early helps the team obtain the right brief from the responsible professional and avoid describing an ordinary artist impression as independently verified evidence.

What we usually render here

  • Illustrative project views
  • Formal submission requirements
  • Evidence responsibilities
  • Clear image descriptions

What you need to know

If you are in a rush.

  1. 01

    Confirm the intended use of the images before assuming one commission serves every purpose.

  2. 02

    Ask the appointed project professional to specify any formal evidence or assessment requirements.

  3. 03

    Keep artist impressions clearly described as illustrative representations of the proposed design.

  4. 04

    Do not claim an image is verified unless the required evidence and review support that description.

  5. 05

    Discuss specialised requirements with Kallo before assuming they are included in a marketing commission.

Before you brief

A clear brief makes the difference.

Start with the decision your visuals need to support. These notes explain what to share and what to expect, so we can shape the work around your project.

01 / Establish the intended use before commissioning

Describe where the visual material will appear and the question it is meant to support. A project website, a client meeting and a formal assessment are different contexts, and an approval for one should not automatically be treated as approval for another. Where professional or assessing-body requirements apply, obtain them from the responsible project team rather than assuming that an attractive image will be sufficient. Share the written requirements with Kallo before the scope is agreed. The conversation can then establish whether the requested work fits the proposed commission and which responsibilities remain with the professionals appointed to advise on the wider project.

02 / Keep the image description consistent with its status

Artist impressions should be described as illustrative representations of the proposal. A stronger claim about verification needs the appropriate supporting evidence and confirmation from the responsible reviewer; visual realism alone does not establish that status. Consider the accompanying captions and project description as part of the approval, particularly if the material will be reused in a different context. Identify proposed elements and any limitations the audience needs to understand. The purpose is to avoid asking the picture to imply more than the project team can support, while keeping the distinction between architectural presentation and a separate formal evidence requirement clear.

03 / Record responsibilities and confirm suitability

Your brief should identify the person who specifies the required material, the people supplying the current project information and the person authorised to approve its intended use. A visualisation commission does not automatically include planning advice, independent assessment or other professional services. Those roles should remain explicit in the wider project arrangements. Before delivery is approved, confirm that the represented proposal is current and that any evidence description matches the documented status of the work. Keep the accepted scope and relevant approval information with the project records. If a new use is proposed later, check its requirements again rather than relying only on the appearance of the existing image.

Made for the moment

When people start looking for this.

  1. 01

    A project needs imagery for a formal submission

    The team has been asked to provide visual material as part of an assessment. The first step is to obtain the actual requirements from the responsible professional so the commissioned scope is appropriate.

  2. 02

    Marketing material is being reused in another context

    An image approved for a project website is proposed for a different audience or formal purpose. Its original approval should not be assumed to establish suitability for that separate requirement.

  3. 03

    A viewer asks what an image represents

    A neighbour, buyer or project partner wants to understand whether the scene is illustrative or supported by a particular evidence standard. A clear description of its purpose and status helps answer that question honestly.

  4. 04

    The project team is dividing responsibilities

    Different professionals may be responsible for the design, assessment and supporting information. Recording who specifies and approves the required imagery helps the commission stay within its agreed role in the wider project.

Common misconceptions

What is usually assumed, and what is true.

Nobody is tripped up by one big obvious thing. They are tripped up by assumptions that sound reasonable until a client, a buyer or a reviewer asks for specifics.

  1. 01

    Assumed

    Realism makes an image verified evidence.

    What is true

    Visual appearance does not establish an evidence standard. Any formal status needs to be supported by the requirements and checks applicable to the intended assessment.

    What to check

    Ask the responsible professional what evidence the assessment actually requires.

  2. 02

    Assumed

    A marketing approval applies to every later use.

    What is true

    A different use can carry different requirements. Suitability should be checked before repurposing material for a formal submission or other assessment.

    What to check

    Confirm the new use against the original scope and approval.

  3. 03

    Assumed

    The visualisation commission includes planning advice.

    What is true

    A visual commission does not appoint the studio as the project's planning adviser. The responsible professionals should determine the assessment requirements and relevant advice.

    What to check

    Keep professional assessment responsibilities explicit in the project brief.

  4. 04

    Assumed

    The evidence description can be added casually.

    What is true

    Terms implying verification should match the documented status of the work. An illustrative image should not receive a stronger description merely because it appears convincing.

    What to check

    Approve the caption and any evidence claims with the appointed adviser.

Working with Kallo

Where these guides come from.

These guides help you define a useful visual commission, share a clear brief and understand the responsibilities around the finished presentation. Discuss your project with Kallo to agree the right outputs and their intended use.

  • Choose the visual outputs around the people who need to see them.
  • Keep confirmed design choices distinct from proposed or illustrative details.
  • Use the approved project documents for measured and construction decisions.
  • Agree the scope, review responsibilities and delivery requirements before commissioning.
  1. Step 1

    Start a conversation

    Tell us about the project, your audience and what the images need to achieve.

  2. Step 2

    Share your plans

    We review your drawings, reference images and any existing design files, and ask about the details that matter.

  3. Step 3

    Agree the direction

    Choose the views, atmosphere and deliverables together. Your proposal sets out the work and delivery schedule.

  4. Step 4

    Review the work

    See the images or film and bring your feedback together. We refine the agreed details with you.

  5. Step 5

    Put it to work

    Receive the final files, prepared for the agreed uses, from client presentations to websites and property campaigns.

Checklist

What to have ready, and what should come back.

Bring the plans, references and project details you already have. We will confirm anything else needed and agree the deliverables before production.

Intended use
The specific presentation, submission or assessment the images will support.
Requirements
The written instructions supplied by the responsible project professional.
Responsibilities
Who specifies the requirements and who confirms the evidence status.
Current proposal
The approved design information relevant to the commissioned representation.
Image description
Wording that accurately describes the illustrative or formally supported status.
Scope confirmation
Written agreement on the role of the imagery within the project.

Planning your project

Agree what success looks like.

Questions to resolve

An undefined request for a project view can leave its intended evidential role unclear. Establish the use and obtain the relevant professional requirements before assuming that a general visualisation commission will satisfy them.

A direction agreed with you

A properly defined brief states the image's role and the responsible reviewers. Keep its description consistent with the evidence actually available, and use the appointed professionals to confirm suitability for a formal assessment.

Fit check

Who this is for.

Strong fit

  • A project preparing a formal submission
  • A team checking an image's intended status
  • A client considering reuse of existing marketing material

Works best once

  • The actual requirements are available
  • The responsible professional is identified
  • The image's role can be described accurately

Questions

What people ask before they send a file.

Does a convincing image count as verified evidence?

Its appearance alone does not establish that status. Ask the responsible professional what evidence and approval the intended assessment requires.

Can marketing imagery be reused in a formal submission?

Check the separate requirements with the appointed project professional first. Its original marketing approval may not establish suitability for the new use.

Does the commission include planning advice?

Not unless separately and expressly agreed with an appropriate professional. The visual scope and wider advisory responsibilities should be recorded clearly.

What should I send before discussing this work?

Provide the intended use, written requirements, current project information and the contact responsible for confirming the material’s suitability.

Keep reading

Other guides, and related pages.

References

What we checked, September 2026.

Facts about a standard or a piece of software are checked against the body that publishes it, on the date shown. Software changes; if your version behaves differently, send the export and the review will say what it carries.

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Your next project

Bring your vision into view.

Tell us what you are creating and who needs to see it. We will help shape the right images or film, with a personal proposal and a clear path from your brief to the finished work.

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