About the brief and creative approach

Whilst working at theOTHERmedia London, we were asked to pitch for the redesign of 105 nightclubs. Luminar the owners of the nightclubs which included Oceana, Liquid, Lava Ignite and many more, felt that their current websites were not achieving to their expectations.

It became apparent that each club unit had its own individual control on the content, the design and layouts regardless to the fact that it may have been group under one club chain e.g. Oceana.

Luminar's brief requested:

• All clubs should be brought in line to prevent the de-saturation of club brands.
• The website should be young, modern yet flexible.
• User interaction should be encouraged and community presence established
• 4Promotional banners should be catered for the use of external and internal marketing

We found that whilst the main brands Oceana, Liquid and Lava Ignite had a brand identity, theses were not fully established. This became an important consideration whilst creating the designs. The aim was to achieve the young, modern yet flexible design but also to enhance brand through the website.

A play on words steered the creative phase on all main brands. Oceana, ocean, free flowing, movement, reflections, lights. Tying these word associations allowed us to explore a free flowing design. The use of simple colour blends mimicked the light reflection on water. This tied into the in-club experience.

It was important to ascertain a strong human factor to establish the social elements of the venues. This was achieved through strong imagery.

Well thought-out creative’s, enhance user journeys and established technical roots, ensured we were chosen as the digital media agency to support Luminar’s online growth.