A new website for Light Directions.
Light Directions is a visionary lighting consultant firm that embraces the concept of Illumination by Design. With roots in the Chinese Philosophy of Yin and Yang, Light Directions has mastered the art of harmonising light and shadow to create stunning environments.
Originally established in Hong Kong 30 years ago, Light Directions has grown to become a prominent independent lighting consultant with eight studios worldwide, working with some of the most prestigious clientele in the world to create stunning lighting designs.
Project Purpose:
The goal of the project was to design and develop a new website that accurately represented Light Directions' expertise in the exquisite lighting design market. Their current website was out of date and didn’t reflect the brand in the modern world. The new website would look to establish a strong online presence for Light Directions as they expanded into the UK market while retaining a strong international presence and authority.
Results:
To achieve the project objectives, the following steps were taken:
Website Design:
A new website was designed from scratch, specifically tailored to showcase Light Directions' exceptional lighting design capabilities. The website's layout, visuals, and user interface were carefully crafted to create an immersive and visually stunning experience for visitors.
Branding and Messaging:
Through a series of brand workshops with senior leaders in the business, Underdog was able to help Light Directions develop a new brand tone of voice that was refined to align with their updated business goals. A fresh and cohesive messaging strategy was developed to accurately represent their unique approach to lighting design. All copywriting for the new website was handled, ensuring consistent and compelling communication across all pages.
SEO Migration and Optimisation:
A full SEO migration was performed to seamlessly transition the website from the previous platform to the new one. Throughout the process, meticulous attention was given to optimising the website's structure, metadata, and content to enhance its visibility in search engine results.
Google Analytics and Search Console Integration:
To enable comprehensive tracking and analysis of website performance, Google Analytics and Search Console were integrated into the new website. This integration provided valuable insights into user behaviour, traffic sources, and search engine performance, helping Light Directions make data-driven decisions for ongoing optimisation.
Handover and Training:
Once the website was developed and fully optimised, a thorough handover process took place. Light Directions' team received comprehensive training on managing and updating the website, ensuring they had the necessary skills to maintain and further develop the online platform in the future.
In Summary:
The collaboration between Light Directions and our team resulted in a remarkable website redesign and branding project. The new website showcases Light Directions' expertise, captures their brand essence, and serves as a powerful online platform to attract potential clients in the UK market. With comprehensive SEO optimisation and analytics integration, Light Directions is equipped with the necessary tools to measure performance and make informed decisions for continuous improvement.
By successfully delivering a visually stunning website, redefining the brand messaging, and providing comprehensive training, we have empowered Light Directions to confidently manage their online presence and achieve long-term success in the lighting design industry.
