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Brighton Pier hires Underscore to redesign online site

UK seaside pleasure destination Brighton Pier has unveiled its newly redesigned website, delivered by branding agency Underscore.

Brighton your weekend

A key aim of the site refresh is to drive stronger online engagement – encouraging pre-purchase of wristbands to save customers both time and money – while also attracting both young and old to return to the pier by tapping into a sense of nostalgia. The new design embraces the colourful nature of the famous seaside town’s history, utilising a new suite of illustration and photography to resurrect childhood memories of days by the Brighton sea.

The site also optimises user generated opportunities wherever possible, such as the inclusion of a new user-driven “instagram gallery” that makes the most of the Pier’s status as the most instagrammed location in the UK outside of London.

Underscore managing director, Neil Stanhope, said of the project: “We’re building the Brighton Pier brand as a focal point for the brand as a whole, and this has influenced our thinking from the very outset to drive better footfall.”

As part of this approach, Underscore also created a featurette showcasing the full Brighton Pier experience, taking users on a journey from the station, into the North Laines, along iconic landmarks and finishing off at the pier.

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