Luma is a design-forward, tech-enabled luxury hospitality brand with boutique properties in New York and San Francisco, known for blending modern comfort with experiential innovation.
Positioned at the intersection of style and smart living, Luma delivers highly personalized stays through thoughtful architecture, intuitive in-room technology, and immersive city-centric experiences that reflect the energy and culture of each location.
Creative Goals
The creative direction focused on visually translating Luma’s design-forward, tech-enabled identity into a bold, immersive digital experience.
The goal was to create a distinctive, modern aesthetic using vibrant colour, large-scale imagery, and oversized typography to create striking visual rhythm.
Animated transitions and micro-interactions were introduced to bring energy and depth to the site, making the experience feel dynamic and alive.
A flexible system of interior page templates and modular components supported visual storytelling while maintaining clarity, consistency, and scalability across the site.
Key Objectives
Visual Impact
Create a bold, contemporary visual language that reflects Luma’s modern, design-led positioning and immediately establishes a strong brand presence.
User Experience
Design an intuitive, user-first experience with clear navigation, thoughtful content hierarchy, and seamless journeys across all devices.
Scalable System
Build a flexible framework of reusable layouts and modular components that can easily support future content, campaigns, and site growth.
Brand Storytelling
Enable immersive storytelling through large-scale visuals, motion, and dynamic layouts that bring the Luma experience to life online.
Features
Multi-Site Experience
A cohesive brand platform paired with two distinct property websites, each featuring its own vibrant colour palette and visual identity to reflect the character of its location.
Visual Navigation System
Image-led dropdown menus and organised navigation structures designed to make exploration intuitive, fast, and visually engaging.
Enhanced Booking Experience
An updated, streamlined booking widget built to reduce friction, improve clarity, and drive stronger conversion.
Global Navigation
A persistent, intuitive navigation system that allows users to seamlessly move between the brand site and individual property sites, connecting the overall Luma experience.
Interactive Neighbourhood Guide
An interactive map experience that showcases curated local points of interest, helping users explore the surrounding area in an intuitive and engaging way.
