Information Density: Luminary – Signal Evidence & AI Readability

[H1] Brighter digital experiences
A full service digital agency creating bright digital experiences for your customers and your organisation. Play showreel
[IMG: Picture of luminary team members within sunrise graphic]

[IMG: A dad and kid at MCG]
[H3] MCG and MCC
The Melbourne Cricket Club engaged Luminary to reimagine and redevelop its digital ecosystem – encompassing the MCC, MCG and Australian Sports Museum websites.
[IMG: Melbourne Airport Wayfinder]
[H3] Melbourne Airport Wayfinder
Melbourne Airport’s wayfinding system guides passengers seamlessly through the airport, whether they are arriving by car, seeking directions within the terminal, or exploring retail and dining options.
[IMG: Clipspec design application project]
[H3] Clipspec design application
Luminary has been working with Clipsal by Schneider Electric, a leader in electrics and lighting, since 2013. The Clipspec Design App is just one example of our partnership of digital disruption and innovation.
[IMG: BYD]
[H3] BYD
Electric vehicle manufacturer BYD engaged Luminary to provide it with a digital strategy to enhance its online presence and consolidate its positioning as a leading EV brand in the Australian market. Browse all projects
[H4] Why Luminary?
[H2] Brighter minds
About us
[IMG: Luminary Pattern]
[H2] Our flexible 3 stage framework to craft digital experiences
See how we make it work
[H2] Explore
We take the time to understand the context so decisions can be made from a place of evidence rather than assumption.
[H2] Build
We bring together a select group of specialists from our team to suit your particular challenges so that your project has exactly the right resources at the right moments.
[H2] Grow
Our deeply integrated Strategy, UX, Design and Technology teams will work closely together to ensure that your digital assets continue to evolve and deliver a return on your investment.
[H2] Using our experience to make your digital experience brighter
[H3] We're experts in
[IMG: Digital Strategy]
Digital strategy
[IMG: User Experience]
User experience
[IMG: Digital Design]
Digital design
[IMG: Development]
Web development
[H3] What we deliver
[IMG: Best in class websites icon]
Best in class websites
[IMG: Digital transformations Icon]
Digital transformation
[IMG: Modern web apps icon]
Modern web apps
[H3] How we do it
[IMG: Agile Focused Delivery Icon]
Agile-focused delivery
[IMG: Deep platform knowledge Icon]
Deep platform knowledge
[H3] B Corp
[H2] Using business as a force for good
We are committed to balancing the needs of people and the planet with profit. As a mark of this commitment, on 4 March 2021 Luminary became a certified B Corp. Our impact
[IMG: B Corp Certified.png]
[H2] Supporting Partner of Beyond Blue
We are proud to be collaborating with Beyond Blue for better mental health outcomes across the Australian community. Learn more
[IMG: Proud Partner of Beyond Blue logo with their illustration of two people under an umbrella, sheltering from the rain]
[H4] Digital agency people
[H2] Some of the brightest minds in digital, at your service 👋
Meet your digital team
[H4] Latest posts
View more
[IMG: Optimizely reverse logo on green gradient background]
7 min read
[H3] Optimizely 13 has arrived – and here's what it means for your marketing team
If you’re considering a move to Optimizely’s CMS 13, here’s what you need to know.
[IMG: Liam Thomas]
Liam Thomas 13 May 2026 7 minute read
[IMG: scrabble tiles]
4 min read
[H3] The A-Z of AI acronyms that marketers must know
With AI evolving at a rapid pace across all disciplines, keeping up with these new terms and staying engaged with the conversation is crucial. Fear not, our Luminary team members speak fluent tech and are here to clear up any acronym confusion and give you the only glossary you need as a digital professional.
[IMG: Claire Dunton]
Claire Dunton 30 April 2026 4 minute read
[IMG: Picture of Andrew working on his Idiom project]
4 min read
[H3] Andrew Guo: Bridging the connection gap for the aging population
Young Achievers Award finalist, Andrew Guo, is tackling one of society's most overlooked challenges, the profound isolation of the aging population.
[IMG: Claire Dunton]
Claire Dunton 29 April 2026 4 minute read
[H4] Guides and resources
[H2] Handy tools to help you win at your job
Our most popular guides and templates. More handy resources
[IMG: An image of a digital device with logos of various apps overlaid]
8 min read
[H3] How to choose the right CMS
You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.
[IMG: Adam Griffith]
Adam Griffith 29 July 2025 8 minute read
[IMG: Toolbox with a number of digital apps and tools inside]
9 min read
[H3] Building a martech stack
Selecting a martech stack can be overwhelming. The right mix of products can be the make or break of an organisation’s digital strategy. Here, we share our insights and tips from many years of assisting clients with this daunting task. We also include our downloadable Martech Audit Matrix for you to audit your existing stack.
[IMG: Adam Griffith]
Adam Griffith 29 March 2022 9 minute read
[IMG: Digital Roadmap]
6 min read
[H3] How to create a digital strategy roadmap
A good strategic roadmap not only outlines what you want to achieve with your digital strategy, but sets out the detail of how you're going to get there. Here we provide guidance on how to do it, along with a downloadable Digital Roadmap Toolkit.
[IMG: Liam Thomas]
Liam Thomas 01 February 2019 6 minute read
[IMG: Content Audit]
5 min read
[H3] Why conducting a content audit is essential
Performing a content audit is a crucial step in optimising a website's performance. It can help identify outdated or irrelevant content, identify content gaps, improve SEO efforts, enhance user experience, and save time and resources.
[IMG: Victoria Whatmore]
Victoria Whatmore 31 July 2023 5 minute read
[IMG: webby-awards-logo.png]
[IMG: good-design-awards-logo.png]
[IMG: gptw-awards-logo.png]
[IMG: logo_Driven-x-Design.png]
See all our awards

[H2] Celebrating 26 years of making digital bright
From humble beginnings with four people in a studio apartment, to a thriving full-service digital agency with more than 85 people across two continents… We have now been creating brighter digital experiences for two and a half decades, making us one of the longest-standing digital agencies in Australia! Take a trip down memory lane with us, as we reflect on the milestones that have shaped the agency we are today.
View the timeline
[H6] About Us
[H3] We’re an award-winning independent digital agency.
With a portfolio that includes some of the most well-known names in the Australian government, retail and corporate sectors, our offering includes strategy, discovery, SEO, data analytics, content strategy, UX design, digital design, product design, digital transformation, website and web app development, QA, and ongoing support and maintenance. We specialise in the implementation of mid to large-scale digital projects across leading DXP, CMS and headless platforms including Kentico, Kontent.ai, Optimizely, Sitecore and Umbraco. Our experience covers a broad range of industries, including automotive, charities and NFPs, education, e-commerce and retail, financial services, government, health, manufacturing, professional services, property and construction, and tourism and hospitality.We’ve been in business since 1999, so we’ve seen the industry evolve, riding the waves of growth and adaptation. Experience is a hallmark of our offering, both in terms of the experience we hold, and the experiences we create. We bring together some of the brightest minds in digital to craft experiences that are intuitive, engaging, impactful and enlightening.
[H6] Mission
[H3] To make digital bright and the human experience brighter.
What does this mean? It means making the websites we build perform quickly and flawlessly. It means helping our clients navigate stakeholder sign-offs so they can win at their jobs and go home happy. It means giving our team the freedom to work in a way that works for them. It means creating beautiful, functional digital products while committing to carbon neutrality.Ultimately, it means creating experiences that excite and inspire.
[H5] Who we are
[H2] Real
We're authentic and down-to-earth, true to ourselves and honest to our clients. We say what we'll do, and we do what we say.
[H2] Solid
We've been in the business since 1999. Everything we say and do is backed by solid experience and proven results.
[H2] Human
We put people first every time – in our business and our work. Creating genuinely human-centred experiences is what drives us.
[H2] Bright
We aim to be the brightest minds in digital – intelligent, insightful and enlightening. We’re always looking for new ways to make a difference.
[H3] Some stats
[H2]
Years in operation.
[H2]
Trees planted to offset carbon impact.
[H2]
Awards won.
[IMG: Adam Griffith]
Adam Griffith
[IMG: Picture of Luminary employee, Adi smiling at the camera with a black background.]
Adi Selva
[IMG: Alastiar Andrews]
Alastair Andrews
[IMG: Picture of Alief standing against a black background]
Alief Mumtaz
[IMG: Allen Chen]
Allen Chen
[IMG: Amelia Davis]
Amelia Davis
[IMG: Andik Subiantoro]
Andik Subiantoro
[IMG: Andrew Korecki]
Andrew Korecki
[IMG: Andrew Lismanto]
Andrew Lismanto
[IMG: Andrew Radburnd]
Andrew Radburnd
[IMG: Picture of Luminary CTO Andy smiling with a black background]
Andy Thompson
[IMG: Picture of Luminary employee, Anna Potter smiling standing in front of a black screen in a green top]
Anna Potter
[IMG: Picture of Ardhana smiling against a black screen]
Ardhana Praharsana
[IMG: Picture of Artha laughing against a black background]
Artha Wiguna
[IMG: Ayu]
Ayu Laksmita
[IMG: Picture of Haqi, Junior Back end developer]
Bening Kumala Haqi
[IMG: Bob Haring]
Bob Haring
[IMG: Picture of Bridget against a black screen]
Bridget Van Soest
[IMG: Caroline Battin]
Carolyn Battin
[IMG: Picture of Charlotte Miller standing up against a black background]
Charlotte Miller
[IMG: Chey Mose]
Chey Mose
[IMG: Chris Coppin]
Chris Coppin
[IMG: Picture of Luminary employee, Claire smiling standing in front of a black screen in a black top]
Claire Dunton
[IMG: Picture of Dammian Miller]
Dammian Miller
[IMG: Daud]
Daud Christian
[IMG: Dean Berlingeri]
Dean Berlingeri
[IMG: Indonesian man with glasses on, smiling on a black background]
Dhia Rizqullah
[IMG: Dr Marnie Crook]
Dr Marnie Crook
[IMG: Picture of front end developer, Drew]
Drew Foster
[IMG: Picture of Eki against a black screen]
Eki Fauzi Firdaus
[IMG: Emma Andrews]
Emma Andrews
[IMG: Picture of Emma Stewart]
Em Stewart
[IMG: Picture of Erian midshot]
Erian Suwandi
[IMG: Fab Ferrante]
Fab Ferrante
[IMG: Filya Mustikawati]
Filya Mustikawati
[IMG: Picture of Rahman standing against a black screen]
Fithratur Rahman
[IMG: Gaby Christie]
Gaby Christie
[IMG: Grace Purton-Long]
Grace Purton-Long
[IMG: Hadi Wijaya]
Hadi Wijaya
[IMG: Picture of Hesty Noviana]
Hesty Noviana
[IMG: Picture of Iqbal in a midshot size]
Iqbal Tawakkal
[IMG: Picture of Digital Producer, Jaka]
Jaka Sardjono
[IMG: Jase Watson]
Jase Watson
[IMG: Picture of Front Luminary team member, Jess]
Jessica Djauhari
[IMG: Johannes]
Johannes Untoro
[IMG: Picture of Jono standing in front of a black screen]
Jono Pedreira
[IMG: Josh Smith]
Josh Smith
[IMG: Red haired lady, smiling on a black background]
Kelly Kayne
[IMG: Kelvin Lin]
Kelvin Lin
[IMG: Kim Dezeen]
Kim Dezen
[IMG: Picture of Koni standing against a black screen]
Koni Andriani
[IMG: Picture of Leon against a black backdrop]
Leon Natanto
[IMG: Picture of Lewis against a black background]
Lewis Pola
[IMG: Liam Thomas]
Liam Thomas
[IMG: Lisa Hough]
Lisa Hough
[IMG: Picture of Client Manager, Liza]
Liza Gerreyn
[IMG: Marcus Emmanuel]
Marcus Emanuel
[IMG: Mario Lopez]
Mario Lopez
[IMG: Mark MacSmith]
Mark MacSmith
[IMG: Picture of Mark Price]
Mark Price
[IMG: Picture of Martina standing against a black background]
Martina Ricci
[IMG: Marty Drill]
Marty Drill
[IMG: Matt Dalla Rosa]
Matthew Dalla Rosa
[IMG: Matt Stobo]
Matthew Stobo
[IMG: Picture of Front End Developer, Nadia]
Nadia Mayangputri
[IMG: Nattawut Comlon]
Nattawut Comlon
[IMG: Picture of Rachel Purba]
Rachel Purba
[IMG: Picture of Rifa standing against a black background]
Rifa Apriandi
[IMG: Sarah Crooke. Mid-shot]
Sarah Crooke
[IMG: Sarah Dam]
Sarah Dam
[IMG: Shanti Lestari]
Shanti Lestari
[IMG: Picture of Luminary employee, Shayna smiling at the camera with a black background.]
Shayna Burns
[IMG: Tami Iseli]
Tami Iseli
[IMG: Thom Bransom]
Thom Bransom
[IMG: Tony Duan]
Tony Duan
[IMG: Tristan Jones]
Tristan Jones
[IMG: Victoria Whatmore]
Victoria Whatmore
[IMG: Picture of Wahyu midshot]
Wahyu Anggara
[IMG: Wicahya mid-size photo]
Wie Bagus
[IMG: Yogie mid-size photo]
Yogie Sanjaya
[IMG: Yunata]
Yunata Pratiwi
[IMG: Clipsal logo]
[IMG: Nintendo logo]
[IMG: Ryobi logo]
[IMG: Adobe logo]
[IMG: Fred Hollows logo]
[IMG: Save the children logo]
[IMG: UNICEF logo]
[IMG: Cancer council logo]
[IMG: Penfolds logo]
[IMG: Woolworths logo]
[IMG: NSW government logo]
[IMG: City of Yarra logo]
[IMG: IFM logo]
[IMG: NGS super logo]
[IMG: Netwealth logo]
[IMG: Mercedes logo]
[IMG: Fuso logo]
[IMG: Freightliner logo]
[IMG: Melbourne Airport logo]
[IMG: Pearson logo]
[IMG: Melbourne Business School logo]
[IMG: Rentcover logo]
[IMG: Goodman Fielder logo]
[IMG: Simplot logo]
[H2] Luminary celebrated 25 years of making digital bright in 2024
To mark the milestone, we reflected on a quarter-century of moments that shaped who we are. Explore our journey
[H2] Luminary is a Certified B Corp
Since 2021 we have committed to using our business as a force for good. Read about our B Corp journey
[H2] Supporting Partner of Beyond Blue
We are proud to be collaborating with Beyond Blue for better mental health outcomes across the Australian community. Learn more
[IMG: Proud Partner of Beyond Blue logo with their illustration of two people under an umbrella, sheltering from the rain]
[IMG: Melbourne]
[H3] Melbourne
Georges Building Level 1, 195 Little Collins St Melbourne VIC 3000, Australia 1300 554 891
[IMG: Sydney]
[H3] Sydney
Customs House 3rd Floor, 31 Alfred St Sydney NSW 2000, Australia 1300 554 891
[IMG: Brisbane]
[H3] Brisbane
Anzac Square Level 4, 200 Adelaide St Brisbane City QLD 4000, Australia 1300 554 891
[IMG: Jakarta]
[H3] Jakarta
The Plaza Office Tower Jl. M.H. Thamrin, RT.9/RW.5 Gondangdia, Jakarta, 10350, Indonesia 1300 554 891
[IMG: Bali]
[H3] Bali
Luminary, Jl. Sunset Rd No. 198A Legian, Kec. Kuta, Kabupaten Badung, Bali 80361, Indonesia 1300 554 891
[H2] Luminary in the media
News, views and thought leadership pieces featuring, or written by, the Luminary team. See our coverage
[IMG: Emma presenting roadmap strategy session]

Data analytics is all about starting with the end in mind. It involves setting long-term goals and success metrics for your digital investment and then working backwards to isolate the key behaviours and interactions to be tracked, measured and optimised. Our data and analytics specialists follow this process: Benchmarking a point in time, setting KPIs that ladder up to the overall business objectives and then implementing the necessary tracking throughout the digital experience.Breaking your website down into key areas to help understand the levers that can be pulled to improve overall performance.Using data to guide decisions. This means you should have data attached to each interaction in the short, medium and long term. Using data effectively. It’s not just about metrics but how you split those metrics up, by location, by user type, and by a device, that really helps you identify actionable insights.Generating actionable insights. There is no sense in reporting if there is nothing you are going to do about it. All reports should have a ‘Why should I care?’, or ‘What can be done about it?’ component. Numbers in silos only tell part of the story.
[H4] Google Analytics audit
If you can’t trust your data, you won’t use it to find insights. Auditing your current set-up allows you to have confidence that you are collecting data correctly and effectively. Undertaking this work early means you also have the opportunity to correct errors on your existing website until the new one is live, ensuring great YoY data is available.
[H4] Measurement strategies
A clear strategy that aligns to business goals ensures you get the answers to the questions you have on how people use your digital assets. A measurement strategy gets to the heart of what is important to your organisation and helps delve deeper into the ‘why’ users behave the way they do.
[H4] Tracking implementation
Once you know what is important you need to put tracking in place to measure it. This could be done through Google Tag Manager for websites, through SDKs for apps or through measurement protocol to track more complex set-ups like Point of Sale systems.
[H4] Automated dashboards
Automate time-consuming regular tasks with automated dashboards. Our Google Analytics consultants work with you to report on what will help you find meaningful insights and take out the monotony of weekly or monthly reports and focus on the insights themselves.
[H4] Deep dive analysis
When there are burning questions that can only be answered by getting deep into the data, we review your aggregate data to identify trends, patterns and answer these questions. That could be abandonment, personalisation, session behaviours and device nuances.
[H4] AB testing
The easiest way to know the impact of a change is to test it. Our data and analytics specialists can work with you to create an AB testing strategy that focuses on key metrics you want to improve, implement these tests, and analyse the results.
[H4] Personalisation
Visitors respond better to a one-to-one conversation. Once you know who your users are and what is driving them to convert on your site, we can set up personalised experiences that show you understand their needs and are there to solve their problems.
[IMG: An image of a digital device with logos of various apps overlaid]
8 min read
[H3] How to choose the right CMS
You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.
[IMG: Adam Griffith]
Adam Griffith 29 July 2025 8 minute read
[IMG: Toolbox with a number of digital apps and tools inside]
9 min read
[H3] Building a martech stack
Selecting a martech stack can be overwhelming. The right mix of products can be the make or break of an organisation’s digital strategy. Here, we share our insights and tips from many years of assisting clients with this daunting task. We also include our downloadable Martech Audit Matrix for you to audit your existing stack.
[IMG: Adam Griffith]
Adam Griffith 29 March 2022 9 minute read
[IMG: Woman on a computer]
10 min read
[H3] WTF is GEO? A guide to staying visible in AI search
Feeling overwhelmed by all the new acronyms flying around in search and content marketing? You’re not alone. From GEO to AIO and AEO to SXO, it’s hard to know what’s what – and what you actually need to focus on.
[IMG: Shayna Burns]
Shayna Burns 31 July 2025 10 minute read
[IMG: Digital Roadmap]
6 min read
[H3] How to create a digital strategy roadmap
A good strategic roadmap not only outlines what you want to achieve with your digital strategy, but sets out the detail of how you're going to get there. Here we provide guidance on how to do it, along with a downloadable Digital Roadmap Toolkit.
[IMG: Liam Thomas]
Liam Thomas 01 February 2019 6 minute read
[IMG: Laptop screen showing Google analytics page with coffee cup in the background]
5 min read
[H3] How to perform a website audit
Conducting a website audit sounds like a really big, scary, time-consuming chore, but it doesn’t have to be. We’ve simplified the task for you with six key areas to assess – along with a downloadable checklist full of useful questions, tips and tools.
[IMG: Adam Griffith]
Adam Griffith 20 April 2018 5 minute read
[IMG: Brief Digital Agency]
6 min read
[H3] How to brief a digital agency
Whether you’re briefing your existing agency or inviting new agencies to respond to a request for proposal, there are certain ‘rules of the game’ that will help you drive the best possible result. This blog post features a downloadable digital agency briefing template to help you get off on the right foot.
[IMG: Liam Thomas]
Liam Thomas 24 February 2017 6 minute read
[IMG: Image of a statue head with microservices icons coming out of it]
[H3] The Marketer's Guide to Headless CMS
Everything you need to know if you're considering migrating your website from a traditional CMS to a headless CMS.
[IMG: Cartoon-style image of a woman interacting with a product interface]
[H3] A Guide to Digital Product Design
Everything you need to know if you're considering developing and launching a digital product.
[IMG: Content Audit]
5 min read
[H3] Why conducting a content audit is essential
Performing a content audit is a crucial step in optimising a website's performance. It can help identify outdated or irrelevant content, identify content gaps, improve SEO efforts, enhance user experience, and save time and resources.
[IMG: Victoria Whatmore]
Victoria Whatmore 31 July 2023 5 minute read
[H2] Want to know more?
We have a whole team of experts who would love to talk to you. Get in touch

[H3] Get in touch
I'm interested in your services I need tech support I want to work for Luminary All other enquiries
[H3] Amazing! How would you like to share the details with us?
[IMG: Adam Griffith, Managing Director]

[H4] Schedule a call
Schedule a quick call with Adam, our Managing Director. He's available most weekdays
[H4] Complete our online form

[H4] Email us directly

[H1] Our latest news and insights
All Blog Posts
[H4] Latest posts
View more
[IMG: Optimizely reverse logo on green gradient background]
7 min read
[H3] Optimizely 13 has arrived – and here's what it means for your marketing team
If you’re considering a move to Optimizely’s CMS 13, here’s what you need to know.
[IMG: Liam Thomas]
Liam Thomas 13 May 2026 7 minute read
[IMG: scrabble tiles]
4 min read
[H3] The A-Z of AI acronyms that marketers must know
With AI evolving at a rapid pace across all disciplines, keeping up with these new terms and staying engaged with the conversation is crucial. Fear not, our Luminary team members speak fluent tech and are here to clear up any acronym confusion and give you the only glossary you need as a digital professional.
[IMG: Claire Dunton]
Claire Dunton 30 April 2026 4 minute read
[IMG: Picture of Andrew working on his Idiom project]
4 min read
[H3] Andrew Guo: Bridging the connection gap for the aging population
Young Achievers Award finalist, Andrew Guo, is tackling one of society's most overlooked challenges, the profound isolation of the aging population.
[IMG: Claire Dunton]
Claire Dunton 29 April 2026 4 minute read
[H4] Artificial Intelligence
View more
[IMG: Picture of a man using audio dictation]
7 min read
[H3] Multimodal search: Why it should be part of your 2026 SEO and GEO strategy
Search engines and AI models no longer need you to type exact phrases. They can process a spoken description, an uploaded photo and even a short video clip alongside text or audio to understand intent.
[IMG: Shayna Burns]
Shayna Burns 12 November 2025 7 minute read
[IMG: Woman on a computer]
10 min read
[H3] WTF is GEO? A guide to staying visible in AI search
Feeling overwhelmed by all the new acronyms flying around in search and content marketing? You’re not alone. From GEO to AIO and AEO to SXO, it’s hard to know what’s what – and what you actually need to focus on.
[IMG: Shayna Burns]
Shayna Burns 31 July 2025 10 minute read
[IMG: SEO and AI]
5 min read
[H3] How to improve the SEO and AI-friendliness of your PDFs
While HTML remains the top choice for SEO and AI, many organisations still rely on PDFs. This guide offers practical strategies to optimise your PDFs for better discoverability and readability by search engines and AI tools.
[IMG: Shayna Burns]
Shayna Burns 13 July 2025 5 minute read
[H4] Luminary in the media
View more
[IMG: Shayna Burns]
[H3] AI-powered search is rewriting the rules
How people search for information is changing.
[IMG: Shayna Burns]
Shayna Burns 23 July 2025
[IMG: Susan Kelso and Jim Nelson from Beyond Blue]
[H3] How Beyond Blue's digital transformation delivered +50% engagement in six months
In just six months, Beyond Blue pulled off a full-scale digital overhaul that delivered the kind of metrics most commercial CX teams dream about. 09 April 2025
[IMG: Luminary team]
[H3] Luminary marks 25 years by offsetting CO2 back to 1999
Luminary is marking 25 years in business by retrospectively offsetting its carbon emissions back to 1999. 30 June 2024
[H4] Strategy, design & UX
View more
[IMG: Digital Roadmap]
6 min read
[H3] How to create a digital strategy roadmap
A good strategic roadmap not only outlines what you want to achieve with your digital strategy, but sets out the detail of how you're going to get there. Here we provide guidance on how to do it, along with a downloadable Digital Roadmap Toolkit.
[IMG: Liam Thomas]
Liam Thomas 01 February 2019 6 minute read
[IMG: Picture of candy colour design examples]
9 min read
[H3] The digital design trends that shaped 2023
Gradients made a comeback, bold typography options never left us, and we all got a little closer to bridging the gap between design and development.
[IMG: Thom Bransom]
Thom Bransom 09 January 2024 9 minute read
[IMG: Luminary UX workshop]
6 min read
[H3] Demystifying UX and industry terminology
Too often UX is made to sound overly technical and confusing. This is troubling because UX is about understanding the human experience and making it simpler...
[IMG: Josh Smith]
Josh Smith 11 October 2021 6 minute read
[IMG: Spice jars]
2 min read
[H3] The 7 secret ingredients for digital project success
Luminary Digital Strategist Emma Andrews reveals what it takes to really get value out of your investment in digital.
[IMG: Emma Andrews]
Emma Andrews 08 February 2022 2 minute read
[H4] Engaging a digital agency
View more
[IMG: Brief Digital Agency]
6 min read
[H3] How to brief a digital agency
Whether you’re briefing your existing agency or inviting new agencies to respond to a request for proposal, there are certain ‘rules of the game’ that will help you drive the best possible result. This blog post features a downloadable digital agency briefing template to help you get off on the right foot.
[IMG: Liam Thomas]
Liam Thomas 24 February 2017 6 minute read
[IMG: Calculator and spreadsheet]
10 min read
[H3] How to budget for a large website
What does it take to build a substantial, high-quality website? And how much will you need to spend?
[IMG: Adam Griffith]
Adam Griffith 31 May 2022 10 minute read
[IMG: Value of the discovery process]
7 min read
[H3] How to lay the right foundation for your digital asset
What's the best pathway towards building a website which will appreciate in value over time?
[IMG: Adam Griffith]
Adam Griffith 02 June 2022 7 minute read
[H4] Technology selection
View more
[IMG: Toolbox with a number of digital apps and tools inside]
9 min read
[H3] Building a martech stack
Selecting a martech stack can be overwhelming. The right mix of products can be the make or break of an organisation’s digital strategy. Here, we share our insights and tips from many years of assisting clients with this daunting task. We also include our downloadable Martech Audit Matrix for you to audit your existing stack.
[IMG: Adam Griffith]
Adam Griffith 29 March 2022 9 minute read
[IMG: An image of a digital device with logos of various apps overlaid]
8 min read
[H3] How to choose the right CMS
You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.
[IMG: Adam Griffith]
Adam Griffith 29 July 2025 8 minute read
[IMG: Xperience v Optimizely]
12 min read
[H3] Choosing a DXP: Kentico Xperience or Optimizely
Kentico Xperience and Optimizely Digital Experience Platform are two industry leading .NET-based DXPs with a broad feature set, long history, and strong roadmap. Mid- to large-sized organisations on a Microsoft tech stack will often find themselves researching and potentially trying to decide which platform suits them best. We use our expertise to break down the key differences between these fantastic platforms and help you choose one or the other.
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Andy Thompson 29 October 2021 12 minute read
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16 min read
[H3] Headless v Traditional CMS - which one is right for you?
In March 2023, Luminary hosted an expert panel with representatives from five leading CMS and DXP platforms, discussing the topic of headless CMS, and how organisations can decide whether it is right for them.
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Tami Iseli,Andy Thompson&Adam Griffith 05 April 2023 16 minute read
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[H3] The Marketer's Guide to Headless CMS
Everything you need to know if you're considering migrating your website from a traditional CMS to a headless CMS.
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7 min read
[H3] Choosing between Kentico Xperience and Kontent.ai
Most CMS or DXP vendors are synonymous with the products they produce, but Kentico Software took on a unique 'dual rail' product strategy, with two distinct flagship products serving different needs. What are the key differences, and when should you be looking at one or the other?
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Andy Thompson 28 June 2022 7 minute read Tags Artificial Intelligence Awards Composable DXP Culture Design Development Episerver Headless CMS Hosting Jamstack Kentico Kentico Kontent MACH News Optimizely Responsive design SEO/GEO Sitecore Strategy SXSW Umbraco UX Xperience Authors Adam Griffith Amelia Davis Andrea Wong Andrew Lismanto Andy Thompson Anna Potter Carolyn Battin Chloe Andrews Claire Dunton Clarice Greening Cristina Ghioghiu Darren Stahlhut Dr Marnie Crook Drew Foster Emma Andrews Erian Suwandi Filya Mustikawati Grace Purton-Long Greg Baxter Iqbal Tawakkal Jase Watson Jess Goode Jessica Djauhari Josh Smith Kelvin Lin Lachlan Newman Liam Thomas Lisa Hough Luke Colistra Mario Lopez Martina Ricci Marty Drill Matthew Dalla Rosa Matthew Stobo Nadia Mayangputri Sarah Crooke Sarah Dam Shayna Burns Siri Atluri Tami Iseli Tess French Thai Tran Thom Bransom Tony Duan Victoria Whatmore
Showing 408 results
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7 min read
[H3] Optimizely 13 has arrived – and here's what it means for your marketing team
If you’re considering a move to Optimizely’s CMS 13, here’s what you need to know.
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Liam Thomas 13 May 2026 7 minute read
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4 min read
[H3] The A-Z of AI acronyms that marketers must know
With AI evolving at a rapid pace across all disciplines, keeping up with these new terms and staying engaged with the conversation is crucial. Fear not, our Luminary team members speak fluent tech and are here to clear up any acronym confusion and give you the only glossary you need as a digital professional.
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Claire Dunton 30 April 2026 4 minute read
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4 min read
[H3] Andrew Guo: Bridging the connection gap for the aging population
Young Achievers Award finalist, Andrew Guo, is tackling one of society's most overlooked challenges, the profound isolation of the aging population.
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Claire Dunton 29 April 2026 4 minute read
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7 min read
[H3] Architecting for performance: Integrating Optimizely and Microsoft Dynamics 365 for the MCG
Solutions Architect Tony Duan explains how Luminary integrated Optimizely and Microsoft Dynamics for the Melbourne Cricket Club and solved complex performance and scalability challenges for one of Australia's most iconic sporting venues.
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Tony Duan 27 April 2026 7 minute read
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4 min read
[H3] Kaushal Ottem: Closing the data gap for neurological health
Young Achievers Award finalist, Kaushal Ottem, experienced a life-altering accident being hit by a bus at eight years old in India. This was merely the opening chapter of a story defined by resilience, coding, and a mission to improve the brain.
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Claire Dunton 27 April 2026 4 minute read
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5 min read
[H3] Contentful is pushing the boundaries of a CMS, and has Australia in its sights
An ANZ subsidiary, a 2026 product roadmap, and what they mean together if you're shortlisting a platform.
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Adam Griffith 23 April 2026 5 minute read
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6 min read
[H3] Animesh Ghimiray: Engineering a new era in crop protection
Young Achievers Award finalist, Animesh Ghimiray, is drawing on his background in mechanical engineering to create a sophisticated solution to the enduring challenge of crop protection.
[IMG: Tami Iseli]
Tami Iseli 20 April 2026 6 minute read
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4 min read
[H3] William Cerdelli: Bridging the productivity gap for neurodiversity
Young Achievers Award finalist and Italian native, William Cerdelli, is redefining productivity for the neurodivergent community by turning his personal experience with ADHD into a powerful tool for change.
[IMG: Claire Dunton]
Claire Dunton 19 April 2026 4 minute read
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8 min read
[H3] Meet the 10 Luminary Tech Visionary Award semi-finalists shaping the future
Luminary has sponsored the Young Achievers Awards Victoria for the 5th year, and our Luminary Tech Visionary Award has received more entries than ever before.
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Claire Dunton 23 March 2026 8 minute read
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6 min read
[H3] Reflecting on 5 years as a B Corp
Being a B Corp is more than just putting a logo on a website. For us, it has been a five-year North Star that has guided how we treat our team, how we serve our clients, and how we impact the planet.
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Marty Drill 12 March 2026 6 minute read
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5 min read
[H3] Preparing Cancer Council Australia for the AI Revolution
Luminary’s Strategy Director, Emma Andrews, recently presented at the Melbourne DX Summit with our client, Jayne Uthemeyer from Cancer Council Australia, on how they’ve been preparing Cancer Council’s website for ‘AI readiness’.
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Tami Iseli 22 February 2026 5 minute read
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4 min read
[H3] It's time to move to Umbraco 17
Upgrading your CMS isn’t just about keeping the lights on – it’s about ensuring your digital platform can keep pace with a rapidly evolving landscape. The release of Umbraco 17 will help you make the move towards a future-proof, AI-ready foundation.
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Mario Lopez 11 February 2026 4 minute read
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6 min read
[H3] The need for speed: How Kentico’s AI strategy is accelerating everything
Everyone has an AI "copilot" now, but is it actually saving you money? We looked under the hood of Kentico's new AI strategy, from AIRA to KentiCopilot, to see how they're attacking the two biggest costs in digital: operational admin and upgrade friction.
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Andy Thompson 15 January 2026 6 minute read
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13 min read
[H3] Choosing a DXP: Optimizely vs Sitecore
For large-scale organisations on a Microsoft technology stack, the DXP selection process almost inevitably narrows down to a heavyweight title fight: Sitecore versus Optimizely. They are the household names, the perennial ‘Leaders’ in the analyst reports, and the platforms that have defined the enterprise .NET space for over a decade.
[IMG: Andy Thompson]
Andy Thompson 13 January 2026 13 minute read
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6 min read
[H3] What is server-side tagging – and why do you need it?
The era of reliable client-side tracking is en

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Explore to find the right problems
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Build the brightest digital experiences
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Grow your digital products with purpose
[H1] How we make it work for you
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We tailor outcomes based on your challenge
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We shape our engagement based on your vision
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We listen for what you need
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In some cases uncovering the problem to be solved will be the focus. In others, the emphasis will be on building the digital experience. For many of our long-term clients, the focus is on ongoing growth.
[H2] Let’s break down each stage
[H2] Explore
[H3] Identify the right problem
We take the time to understand the context so decisions can be made from a place of evidence rather than assumption.You can expect to see outcomes such as:Customer researchSEO strategyTechnical platform auditPrototyping---------------------------------------
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[H3] How we increased donations for an NFP by 11%
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[H2] Build
[H3] Build the brightest experiences
We bring together a select group of specialists from our team to suit your particular challenges so that your project has exactly the right resources at the right moments. Outcomes from the build phase may include:Design systemsWeb app developmentCloud infrastructureHosting---------------------------------------
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[H3] How we used one design system to build three sites
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[H2] Grow
[H3] Continually improve
Our deeply integrated Strategy, UX, Design and Technology teams will work closely together to ensure that your digital assets continue to evolve and deliver a return on your investment.  The Grow phase may include:OptimisationContinuous improvementPlatform upgrades---------------------------------------
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[H3] How we keep growing a user base
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[H3] Agile project management
Digital development is complex, priorities change and requirements evolve – so you need a process that caters for this and puts you in the driver’s seat.
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[H3] Strategic client services
Not everything is about specific deliverables. We prioritise our unique working relationships with your teams and strive to achieve a mutually rewarding partnership.
[H2] Here’s how the framework has worked for others
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[H3] Cancer Council Australia
Cancer Council is the nation’s leading cancer charity, and the only Australian charity working across every aspect of every cancer.
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[H3] Healthylife
Healthylife – part of the Woolworths Group – is a digital startup that provides customers with health and wellness advice, services and products.
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[H3] Heart Foundation
Heart Foundation funds lifesaving heart research, education and work to improve heart disease prevention and care for all Australians.
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[H3] Melbourne Business School
Home to leading executive education programs, Melbourne Business School needed a website that would match the calibre of its courses.
[H2] Want to know more?
We have a whole team of experts who would love to talk to you. Get in touch