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Lumis

SaaS branding, messaging, web design and video for B2B travel platform

Services

Brand Design, Information Architecture, Interactive, Messaging, Prototyping, Responsive Design, Stakeholder Research, User Experience Design, Video Production., Visual Design, Wireframing.

Duration
3 months

Leading destination management company (DMC) Pure Escapes have built a travel management SaaS to enable other DMCs to service their clients better, and grow quicker.

DMCs are an essential part of the holiday market supply chain, bridging the gap between travel agents (TAs) and operators (TOs) who are servicing consumers, and the accommodation providers such as hotels and resorts.

Travel agents work closely with DMCs to create itineraries for their customers and need fast, accurate information on hotel availability, pricing and specific services they offer such as transfers, meal plans and even what’s on the bar menu.

Speed and accuracy are paramount and that’s why Pure Escapes developed Lumis, a DMC platform where they can get all the answers they need by searching, calculating rates and providing itineraries and quotes at speed and scale.

Pure Escapes chose Vector to develop the SaaS branding, messaging, website and demo videos to help them bring this new product to market.

SaaS branding for Lumis - logo, colour and typeface

SaaS branding

As Lumis’ chosen design partner we were incredibly excited to be leading the branding design. Travel is a shared passion for several team members so designing a new SaaS brand in the this sector was a great challenge and we couldn’t wait to get started.

Key deliverables for the branding phases were:

  1. Mood boards
  2. Rationale
  3. Logo
  4. Type
  5. Colour
  6. Imagery

A sleek, modern logotype was created with a subtle nod to the Pure Escapes logo by incorporating the diamond shape in the ‘i’. The name ‘Lumis’ was derived from ‘luminous’ or light so the shape represents those aspects.

A vibrant colour palette was chosen to reflect the excitement and colour of holidays in warm climes – keeping the end customer and products firmly in mind.

SaaS branding assets for Lumis

Messaging

As a full service SaaS design agency we were also tasked with providing the messaging and copy for the new Lumis brand and website.

We worked closely with the Lumis team to understand the needs and motivations of their target customers, the DMCs, and undertook research to learn about their competitor’s positioning and the wider travel marketplace.

We worked through several messaging concepts, framing them in a homepage wireframe to help bring them to life and soliciting quick feedback from the team at key stages.

SaaS website design wireframes for Lumis
SaaS website design for Lumis - website screenshots

Website design and build

The goal of a SaaS marketing website is to quickly convey the features, benefits and value that the product has to offer – showcasing the product in the most appealing way whilst also providing essential information such as pricing to enable potential buyers to make an informed choice.

Keeping it simple with the SaaS web design was key – combining strong messaging, UX/UI design, clear call-to-actions and informative copy so that prospects can quickly get a sense of what they are getting.

Scanability and memorability are essential as buyers are likely to be comparing with other similar products – the key brand elements and design features must provide a compelling experience for a successful SaaS website design.

SaaS web design for Lumis - mobile homepage
SaaS website design for Lumis - marketing website UI

Video

SaaS video is supremely important for further engaging prospects who have already show interest and want to learn more about the product.

Lumis needed 2 videos – a 60 second introduction video and a 5 minute -deep dive’ into the product and it’s features. Vector wrote the script, provided detailed storyboards and put together the animations using screenshots from the product and combining with high quality stock footage to provide mood and context for the pieces.

Socials and print design

Social channels are an important part of the SaaS marketing strategy and as part of the package of assets that were shared with Lumis were a series of social media skins and templates to help their internal marketing teams share content using engaging visuals.

SaaS social media design for Lumis
SaaS print design for Lumis

SaaS marketing design guidelines

A key part of the project was to create guidelines and assets that would enable and empower the internal marketing and design teams to create with confidence.

Design guidelines play a crucial role in helping teams stay on brand so for Lumis we created a design guidelines website, a single source of truth that could be easily shared internally and updated as and when new assets are developed.

SaaS design guidelines for Lumis

the Vector team were very switched on to our requirements and understood what we needed from the start and then throughout the project.”

Greg Tee
Director of Business Development, Lumis
Greg Tee
Director of Business Development, Lumis