Luminous Group

Creating an exciting, modern digital presence for a new umbrella brand containing three existing branches of business, covering 3D surveying, architecture and VR. Demonstrate Luminous Group as market leaders while allowing their current and past projects to shine.

Luminous Group was an amalgamation of three existing sub-businesses that were aiming to bring their expertise under one parent umbrella and present themselves as a forward thinking brand.

Working from initial discussions with stakeholders, I researched into futurist style patterns. The main aim was to look at creating an environment within the website that had a sense of depth. This would mirror the VR element of the business, while creating a unique look.

I put together mood-boards on this style, merged with research and ideas on the future of web UI, as well as bringing in visions from movies to establish an overall visual tone. This would become the essence of the website.

The case studies of existing Luminous Group work was mainly going to be made up of visually interesting 3D renders, so the website needed to remain neutral enough showcase these without clashing, but not too basic that it added nothing around it.

Planning for a simple, fluid website

The structure of the website was kept simple and agreed upon quickly once the sitemap was compiled. The three existing business areas would become the dominant sections of the site. However, it was stressed that these sections needed to feel unique, to really push the value in each.

Initial mood-boards were produced for look and feel

Once we had our structure finalised, wireframes were created for page templates. All wireframes were set an initial recommendation for each page. It was decided early on that due to the varying content contained in each division of the business that the website would be built on fluid layouts that could be changed and reordered at any time by the client.

Following further discussions with stakeholders, a base set of UI blocks was established which would cover all content types, including text, image, video, 3D renders, maps and other complex content areas. The blocks would be designed individually but placed together so that they would work in the context of pages, meaning that if any block would work alongside any other block, across any area of the site, while not detracting from the brand.

Creating a Cityscape

Early discussions focused on creating an immersive environment within the website. This evolved into creating a literal city for the brand. The city would be based on the early styles from the mood-boards and would show three clear “districts” to represent the different branches of the business. The districts would need to be visually different to keep them separate but work together as one city, as well as representing the processes involved in each area.

An interactive video of the city would be used on the homepage, giving a unique way to navigate to the different areas of Luminous. While shot arial shots of the areas were used as hero video content on each of the division landing pages, allowing the theme of the city to run throughout the website.

For the Digital Surveys branch of the business we created an “Old town” with low standing, older style architecture. These were rendered visually as a point cloud to reflect the processes used on the surveys.

For Digital Architecture the buildings were slightly larger and more of your a-typical corporate office buildings. These were rendered as simple outlines to appear in a similar style to architectural blue prints.

And finally, for Digital VR I wanted to create more a fantasy future area with much larger buildings in a futuristic style, borrowing from Sci-fi movies. These were rendered as a polished white texture to demonstrate the new technology being used.

A visual mobile experience

It was essential to keep the website experience very visual for mobile users. As a business, Luminous are very involved with industry exhibitions and networking events so it was likely that the website would receive high levels of mobile traffic.

The overall design was produced with this in mind. The idea was to create a refreshing modern aesthetic that pushed the vibrant colours and styles of the established brand, but would not be too imposing on the work and articles being published.

Following initial style research, service icons were inspired by the fantasy future UI with animated elements used to draw attention.

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