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Brighton Pier hires Underscore to redesign online site

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By Jessica Davis | Consultant Journalist

July 11, 2016 | 2 min read

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

Brighton your weekend
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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Underscore

For over 16 years we’ve been carefully crafting brand and communications solutions that create change and connect businesses with audiences in a meaningful way. We work with both established and emerging clients to get underneath their requirements, then add some weight and make a connection through inspired design and insightful marketing strategies.

Because after all, that’s what an underscore does

Since our formation in 1999, underscore has gained recognition for our consistent ability to deliver bold creative solutions from savvy commercial thinking. 

We have been defined by the results we've achieved, the awards we've won, the people we work for and those we employ.

We are also known for our no-nonsense approach based on finding "Orginality within reality" which means that clients trust us over to provide the ideas, support and solutions that will genuinely inspire an audience connection with their brand.

We call this inspiring brand connections

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