Luminal Festival
Luminal
Luminal wanted attendees to feel the lineup before they arrived — a site that behaves like a stage: light, rhythm, and hierarchy that scale from mobile to LED walls.
Brand heat without melting performance budgets
Prior years used a template theme; sponsors and artists did not share assets consistently — the new system had to make “on-brand” the default for partners.
Motion-heavy references from the board could not ship as uncapped WebGL on mobile; we needed tiered fidelity and graceful degradation.
Venue ops needed repeatable signage layouts fed from the same schedule API as the public site.
Design tokens → motion recipes → implementation tiers
We locked typography, grid, and color ramps first, then authored motion “recipes” (enter, hold, exit) that mapped to GSAP timelines with reduced-motion fallbacks.
WebGL accents were isolated behind intersection observers and device class heuristics.
A partner portal accepted artist assets with automatic safe-zone previews for LED templates.
The marketing site combines SSR for SEO-critical pages with client-driven stage scenes for the hero and lineup reveals.
Schedule data lived in a headless source; static generation rebuilt on webhook for predictable performance on announcement spikes.
Exportable SVG + JSON packs powered foyer screens without bespoke After Effects for every change.
Deliverables
- Brand guidelines (digital + environmental)
- Marketing site + component library
- GSAP interaction layer + reduced-motion variants
- Signage template pack and ops checklist
- Sponsor asset spec sheet
Outcomes
- Marketing retained a single source of truth for lineup times across web and onsite.
- Core Web Vitals stayed in the green band on mid-tier Android after tiered motion shipped.
- Sponsor fulfillment time dropped with clearer templates and automated previews.
Brand sprint
Weeks 1–3Positioning, wordmark, color, type, social templates.
Web alpha
Weeks 4–7IA, high-fidelity layouts, motion prototypes, CMS wiring.
Beta & load
Weeks 8–9Performance passes, stress test on announce traffic, bug burn-down.
Show week
Weeks 10–11Onsite support roster, hotfix channel, signage QA walks.
Client voice
“Our site finally felt as loud as the show. Sponsors noticed — and so did ticket buyers on their phones.”
Related case studies.
Yes — we staffed a slim war room channel and kept deploy windows pre-approved with venue IT. Critical path was schedule JSON updates propagating to signage renders.
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