From powering the Billboard charts for the past 30 years to serving Film & TV giants like Netflix, WB, and Universal, Luminate shines a light on the latest trends in Entertainment. I had the privilege of being hired by Luminate to serve as their creative director, to spearhead a brand assignment aimed at evolving the brand’s design language to develop a new website experience and product sizzle video for the launch of their music data analytic platform.

Effective creative work begins with an informed strategy so together with Luminate’s marketing team, we conducted a comprehensive brand and competitive audit, a series of insightful stakeholder interviews with the CEO and the executive team, and analyzed the best practices of brands outside Luminate’s industry. These steps revealed clear white space opportunities for differentiation to guide our creative process.

Entertainment is an exciting space to be in, so we made the vibrancy of this industry a core element of the website redesign. As part of that, we also developed new hero imagery treatments, refined color usage standards, and evolved the brand's voice and tone. The final result was a differentiated and visually compelling experience across both the website and the new sizzle video that holds the allure of vibrant B2C brands like Spotify, Billboard, or MTV but with a focus on content and on conveying the benefits of Luminate’s product offerings.

As part of the website redesign, we also launched a new Resource Center and a company blog. We called it Spotlight: Luminate’s new hub for industry insights, engaging content, and thought-leadership discussions.