This is call displacement in rhino modelling language. Some modelers prefer to do it through the material rendering engine and others prefer to model it.
Learn how to create displaced mesh objects using procedural textures in Rhino 5. Displacements can be used for rendering purposes or extracted and edited for fabrication.
This is a good tutorial to get you started:
Also this one:
This is a great start to get into advanced modelling techniques. Introductory course to panelingtools. In this 13 part series, Rajaa Issa the creator of paneling tools introduces paneling tools for Rhino and grasshopper. Learn how to create panels in many different ways. Includes two full project studies. For more information on PanelingTools see:
For the full webminar click here: