YOUR TEAM CAN PRODUCE THIS IN-HOUSE
Product imagery, brochures, presentations and branded templates, produced by your own team with AI and built for architects and specifiers. A talk, a workshop, or a complete in-house system.
The economics of marketing production have changed.
Marketing production used to be a sensible thing to outsource. Professional photography, specialist software and subscriptions, and hours of design and editing that didn’t justify a full-time hire. So most manufacturers paid for it project by project.
That has changed. The tools have moved further in the last eighteen months than they did in the decade before. Product imagery, brochures and presentations can now be produced in-house by the person who already handles your marketing.
Not generic AI training.
Anyone can teach a team to generate images. The harder part is knowing what to make. Architects and specifiers don’t read a brochure the way a general buyer does. They’re checking performance, compliance, detailing and whether your product will survive scrutiny in a specification.
Every session is built around that lens:
How architects and specifiers research and evaluate products
Imagery and renders that suit specification, not just general marketing
Brochures, case studies and technical content built for the people who write specifications
Presentations aimed at architects and design teams
Three ways to work together
Talk
An introduction to what AI can now do for manufacturer marketing, and how to apply it to architectural marketing specifically. Suited to team meetings, industry events and association nights.
Good for: getting a team or audience up to speed.
Workshop
Your marketing team builds real assets in the room, such as product imagery, a brochure layout or a presentation, using your own products and brand.
Good for: a team that wants to leave with finished pieces and the confidence to repeat the process.
System Build
I build the system with you that makes good output repeatable, then train your team to run it. Your brand, your products and your standards are documented so anyone on the team can produce on-brand work quickly.
Good for: manufacturers who want to stop outsourcing routine production.
What’s inside the System Build
Brand Identity
Your fonts, colours, logo rules and identity system, documented and set up.
Prompt Library
A curated library of prompts tailored to your company, products and market.
Clear, repeatable workflows for high-quality output, developed with you or documented from what you already do.
Workflows
Professionally designed templates for proposals, brochures, decks and social content.
Templates
Team Training
Practical training so your team can use the system with confidence.
Faster in-house output.
Your team creates on-brand assets faster, with less back and forth.
Who it’s for
Victorian building product manufacturers who want better marketing and specification material without growing their marketing headcount or relying on an agency for every asset.
About
I’m Rafael, founder of SpecLab. I spent 19 years in technical sales in Australia’s design and construction industry, including five in management, and I hold an architecture degree and formal digital marketing training. I know how specifiers read a brochure, not just how to generate one. AI is the newest tool in that kit, and building product marketing is where I use it most.
FAQ
No. The system is built so your marketing or sales team can run it without specialist skills.
Do we need to be technical?
1
Only if you want it to be. A talk or workshop is a self-contained session. The in-house system is something you keep: the brand set-up, prompt library, workflows and templates.
Is this just a one-off training session?
2
It’s designed to take over routine production, such as brochures, presentation updates and product imagery, so outside specialists can focus on the work that needs them.
Will this replace our designer or agency?
3
Which AI tools do you use?
4
Whichever fit the job and your budget. That means free tools like ChatGPT and Gemini, easy paid tools like Canva and ElevenLabs, and professional tools like Higgsfield for high-end imagery and video. The tools change quickly, so what you learn is the process, and it carries across whichever tools you use.
Can you tailor it to our product category?
5
Yes. Every session is built around your products, your market and the specifiers you sell to.
How do we get started?
6
Book a conversation. We’ll work out which format fits.
Let’s find the right starting point.
Tell me about your products and your team, and we’ll work out whether a talk, a workshop or a full system is the right place to start.