RAYCHEM - Heat tracing to protect people, processes and infrastructure.
Client
Raychem
Agency
BBC
Services
Branding
CGI
Direction
Year
2025
RAYCHEM - Heat tracing to protect people, processes and infrastructure.
Client
Raychem
Agency
BBC
Services
Branding
CGI
Direction
Year
2025
RAYCHEM - Heat tracing to protect people, processes and infrastructure.
Client
Raychem
Agency
BBC
Services
Branding
CGI
Direction
Year
2025
Raychem operates across industrial, commercial and residential markets. The project was to build a single visual language for the rebranding that could hold together across all of them.
In collaboration with BBC, we built a system connecting every visual layer: vertical and application imagery, product visuals, lifestyle photography, technical illustration, motion design and campaign assets. Not a pile of assets. A framework with rules.
Lighting logic, material treatment, composition and colour hierarchy were all defined up front, so every image would feel like it belongs to the same brand regardless of market or format.
The idea at the centre of it: make the invisible visible. Heat tracing works quietly in the background. Our job was to surface that. Not just show what the product looks like, but show what it does.
Raychem operates across industrial, commercial and residential markets. The project was to build a single visual language for the rebranding that could hold together across all of them.
In collaboration with BBC, we built a system connecting every visual layer: vertical and application imagery, product visuals, lifestyle photography, technical illustration, motion design and campaign assets. Not a pile of assets. A framework with rules.
Lighting logic, material treatment, composition and colour hierarchy were all defined up front, so every image would feel like it belongs to the same brand regardless of market or format.
The idea at the centre of it: make the invisible visible. Heat tracing works quietly in the background. Our job was to surface that. Not just show what the product looks like, but show what it does.
Raychem operates across industrial, commercial and residential markets. The project was to build a single visual language for the rebranding that could hold together across all of them.
In collaboration with BBC, we built a system connecting every visual layer: vertical and application imagery, product visuals, lifestyle photography, technical illustration, motion design and campaign assets. Not a pile of assets. A framework with rules.
Lighting logic, material treatment, composition and colour hierarchy were all defined up front, so every image would feel like it belongs to the same brand regardless of market or format.
The idea at the centre of it: make the invisible visible. Heat tracing works quietly in the background. Our job was to surface that. Not just show what the product looks like, but show what it does.
verticals
To ensure global consistency and full creative control, all vertical and sub-vertical imagery was fully AI-generated. This allowed us to craft a unified photographic style—precise in tone, lighting, and composition—while tailoring scenes specifically to Raychem’s diverse applications and markets.
To ensure global consistency and full creative control, all vertical and sub-vertical imagery was fully AI-generated. This allowed us to craft a unified photographic style—precise in tone, lighting, and composition—while tailoring scenes specifically to Raychem’s diverse applications and markets.
To ensure global consistency and full creative control, all vertical and sub-vertical imagery was fully AI-generated. This allowed us to craft a unified photographic style—precise in tone, lighting, and composition—while tailoring scenes specifically to Raychem’s diverse applications and markets.
applications
Many heat tracing systems are invisible in their real environments. To show how Raychem solutions work across different contexts, we used a combination of CGI and AI to build application visuals that explain as much as they communicate.
Many heat tracing systems are invisible in their real environments. To show how Raychem solutions work across different contexts, we used a combination of CGI and AI to build application visuals that explain as much as they communicate.
Many heat tracing systems are invisible in their real environments. To show how Raychem solutions work across different contexts, we used a combination of CGI and AI to build application visuals that explain as much as they communicate.
product
The product visual language was built around extreme close-ups of heat tracing cables. Components that are normally hidden, treated with the kind of attention usually reserved for high-end consumer products.
We used ultra-detailed CGI to reveal the surface precision and structural layers of each component. Lighting was kept consistent with the lifestyle imagery throughout, so the close-up detail shots feel part of the same system rather than a separate technical document.
The product visual language was built around extreme close-ups of heat tracing cables. Components that are normally hidden, treated with the kind of attention usually reserved for high-end consumer products.
We used ultra-detailed CGI to reveal the surface precision and structural layers of each component. Lighting was kept consistent with the lifestyle imagery throughout, so the close-up detail shots feel part of the same system rather than a separate technical document.
The product visual language was built around extreme close-ups of heat tracing cables. Components that are normally hidden, treated with the kind of attention usually reserved for high-end consumer products.
We used ultra-detailed CGI to reveal the surface precision and structural layers of each component. Lighting was kept consistent with the lifestyle imagery throughout, so the close-up detail shots feel part of the same system rather than a separate technical document.
outcome
A visual branding system for Raychem, designed to scale globally. Consistent, adaptable and engineered to perform across industries and formats.
A visual branding system for Raychem, designed to scale globally. Consistent, adaptable and engineered to perform across industries and formats.
A visual branding system for Raychem, designed to scale globally. Consistent, adaptable and engineered to perform across industries and formats.
More work
