location:live specialises in the search, planning, procurement and management of locations for all live environments. Unique in their outlook and focus, they work with brands and their experiential agencies to uncover and handle locations for consumer engagement.
Having experienced the long and cumbersome process of booking experiential spaces, they approached us to develop a solution that would change how the industry operates: a digital end-to-end platform that would provide the necessary tools to help brands, experiential agencies and freelancers search, plan and book online.
To address the demand for experiential spaces with an end-to-end digital platform, making it faster and easier for brands to book spaces and plan campaigns.
Partnering with bread-crumbs to design and deliver a complex and bespoke digital platform and front end website design was the perfect fit for us. Their team were very responsive and supportive during website build and their after-sales service has been excellent.
lo:live is the future of booking experiential spaces in a world post-lockdown.
Having to adapt to new ways of consumer interaction, the events industry needs to be nimble and create demand in a changing location landscape. With depleting resources and smart working, digital solutions like lo:live address these new challenges.
The platform will continue to grow alongside additional sub-brands, offering more advanced and intelligent features to assist hirers even further.
So far, the response from both landlords and agencies have been very positive, with more campaigns being planned every day on lo:live and landlords adopting the system as their internal management tool.
Everything bread-crumbs said they would do they have done, delivered on time and we can relax knowing they will continue to support us as our business continues to grow.– Sheonah Howlett, Digital Operations Director at location:live
In comparison to existing tools available out there, lo:live is unique in its offering. With live availability and a sophisticated planning tool, we managed to cut down man-hours by 60%. We standardised what had seemed to be impossible in an unruly industry, where each stakeholder has a different way of operating with their own set of rules and guidelines.
Step 1: Business strategy
It was clear from the start that we needed to rethink the branding of location:live, an established name in the events industry. We thought: how do we separate the new online platform (lo:live) from the existing business model operating as a bespoke service (lo:studio), for those who don’t want to use the online platform?
We went for an endorsed brand model, keeping location:live as the main parent brand and creating lo:live and lo:studio as sub-brands. The new sub-brands benefit from the parent brand’s positive equity, and allow a marketing synergy between the different brands with the parent endorsing each product.
The major work undertaken was to build lo:live, as lo:studio only required a landing page on the website—showcasing the bespoke and off-piste aspect of it.
Step 2: Experience planning
The mission was to deliver a tool that allows hirers to search, plan and book spaces online. We worked on these elements of the journey in sections, identifying all the needs required by each user: the hirer, the landlord and the lo:live admins.
To kick off the search, we started with 3 simple questions: What, Where and When. We then refined each search criteria, allowing hirers to search according to their specific needs, region/city and demographic data. Each listing has enhanced imagery and 360 flythroughs, turning spaces into an immersive digital twin. We also used calendar synchronisation to show hirers real-time availability.
Along with an advanced search, we built a campaign planning tool allowing hirers to option (i.e. put a space on hold) and book their selected spaces, as well as create multiple schedules to manage their campaigns without the need for spreadsheets.
The most complex part of the system is the booking engine. Because multiple hirers can put the same space on hold, we put rules in place for how many hirers can option a space and for how long. We designed solutions for each part of the process to roll out, test, learn and change accordingly.
Step 3: Branding
Creative experiential agencies were our main target audience, so the brand identity needed to be bold, young and approachable—a ‘we tell it how it is’ vibe. We used a vibrant colour palette and the “lo” prefix in the names of the sub-brands, associating each product with a colour. lo:live uses red, a reference to being “live on air”. lo:studio is teal, a rich colour that promotes creativity and reliability. And lo:film, a sub-brand coming soon, is a mysterious purple.
Step 4: Photography & art direction
We used vibrant and immersive imagery, making sure each image selected had a colourful element that echoes the sub-brands’ main colour. Every image tells a story of spaces and people—from internal retail environments to iconic external spaces, public areas, green spaces and so on. We also produced infographics and investor packs to help location:live onboard landlords and raise funds.
Step 5: Interface design
To put location:live’s services front-and-centre, we displayed the 3 main branches of their business on the homepage, positioning them side-by-side to give them the same level of hierarchy.
We kept the lo:live landing pages clean and straightforward. The search at the top of the Hirer landing page enables users to immediately dive into the platform. For lo:studio, we designed a vibrant, unconventional landing page. The changing background colour as the user scrolls down the page gives a sense of moving through spaces, just as someone would at a physical experiential event.
On the platform, we kept things clean and uncluttered. We organised the layout by grouping elements inside cards for clarity and easy scanning. We also created tutorial videos to assist the sales team in their demo webinars to agencies and landlords.
Step 6: Development
Despite the simple design on the website, the use of animation effects, looping videos and subtle parallax keep users interested without drawing attention away from the main content. The unconventional design of the lo:studio page meant that we needed to reinterpret the layout to suit smaller devices, without compromising on the user experience.
As for the digital platform, we used a REST architecture which allows for the future scalability and extensibility with mobile apps, third-party connectors and APIs. Our development strategy was to focus on getting the minimum viable product that would fulfil the mission statement of search, plan, book out there, and then add features as we go depending on the market needs.
Step 7: Marketing
To promote the launch of location:live’s new branding and platform, we created animated posts showing the platform in use on their social media channels, and prepared email newsletters leading up to the launch. To generate more engagement on their Instagram, we organised a COVID-19-safe competition where users submitted their best images found through Google Street View, with the winner being sent a package of wine.
As location:live were sponsoring the 2019 FMBE Awards, we wrote and designed an ad for the lo:live platform in the FMBE magazine. We used an attention-grabbing headline to intrigue readers, where we apologise to the industry for not releasing lo:live sooner.
At the moment we continue to lead their marketing strategy across different channels, both online and offline.