Fusing an array of striking designs with our powerful CMS to give Luminar’s many clubs and pubs control of their site galleries, events and news.
Introducing Luminar
Luminar Plc is the UK’s largest operator of licensed late night entertainment venues. The company selected the OTHER media to redesign its portfolio of websites back in August 2007. To date, we’ve launched 104 new websites for Luminar’s clubbing brands Oceana, Liquid, Lava & Ignite and other individual venues nationwide.
The challenge
The biggest challenge facing us when redesigning Luminar’s websites was achieving consistency. Previously Luminar’s range of clubbing sites had all looked very different, with regional variations even within brands. This diversity in design was having a damaging affect on-brand integrity and presenting an unprofessional face to the public. It was also important that the new sites engage clubbers, encouraging them to develop an affinity with their favourite club or music night. Regularly updated content would be the key to this, thus our CMS OTHERobjects had to be extremely flexible and extensible.
What we did
We created a robust, flexible design solution for Luminar; using recognisable METAphors across the sites to give an over-arching sense of company-wide cohesion but with a distinct identity for each brand, music product and regional unit. The look, feel and functionality of each site was vital to Luminar, given that their key audiences are typically young, web savvy, image-aware and socially networked.
Participation forms a major part of the new sites; bringing people together to create strong communities of like-minded clubbers and music lovers, each with an affiliate to a specific Luminar club, brand or music product night. Galleries are central to this participation, as people love to share their night out experiences and photos with friends.
The results
Luminar now has an extremely versatile content management systems which can be extended in-house to accommodate additional club websites down the line. The 104 designs for Oceana, Liquid, Lava Ignite and the various independent sites are eye-catching, professional-looking and flexible. Our next challenge is to move other Luminar clubbing and pubbing brands into the new system.