Bringing Star Wars to Everyone
General Websites and Mobile Sites / Honoree

General Websites and Mobile Sites launched in 1996; by continually evolving, we’ve appealed to new generations of fans.


Q: Can you briefly describe your project and the concept behind it?

A: showcases the Star Wars galaxy, past and present. Daily content ranges from breaking news to personality quizzes, offering something for fans casual and hardcore. For deeper dives, we create film and episode guides featuring story and trivia galleries, while the Databank is an online encyclopedia. Our tagline is “All Star Wars, all the time,” and our goal is to live up to it in a meaningful way.

Q: Once you settled on your idea, what influenced your decision on the chosen technical approach? How did it differ or go beyond approaches you’ve taken in the past?

A: Our approach has changed and grown over time, but since day zero, it has prioritized the ability to react fast, continuously improve performance and provide a great experience. By being a part of a proprietary platform that facilitates multiple brands, is able to leverage key features as well as lead innovative requests.

Q: What were some of your biggest learning and takeaways from this project?

A: It takes understanding between teams to realize something that works for everyone. While we could not include everything from a wish list, we prioritized what counted. Today the site is faster, it looks better, and captures a Star Wars feel — note the vertical lights peppered throughout. We achieved a dynamic and visually-pleasing site through real collaboration, maintaining a sense of quality befitting the franchise.

Q: What web technologies, approaches, tools, or resources did you use to develop this experience (WordPress, headless, AI, Sublime Text, HTML5, Adobe XD, etc)?

A: We use a proprietary platform that offers wide-ranging technical resources while also striving to showcase the voice and identity of a unique brand like Star Wars. This platform facilitates a feature set that supports our robust content offerings, including media hosting, an encyclopedia approach for Databank, and article publishing tools for news and features.

Q: How did the final product meet or exceed your expectations? What results did you see?

A: has its own legacy, launching in 1996 as one of the first franchise-owned editorial sites — it’s vital for the site to change with the times and be a cornerstone of all Lucasfilm digital content. And it currently meets and exceeds those expectations through a mobile-responsive design, versatility that allows for myriad content types, and Star Wars design flourishes (like a close window “x” taking the form of crossed lightsabers).

Q: Why is this an exciting time to create new digital experiences? How does your team fit into this?

A: The digital ecosystem has grown over the years, and by working synergistically we can deliver more connected and timely content today than ever before. Instead of publishing in silos, content can be complementary: an Andor TikTok video of characters eating space cereal can now push to the accompanying recipe on With a strong presence in the digital realm, we’re able to dynamically respond to and reflect the needs of the consumer.

Q: How did you reach a good balance of your own creative ideas and technical capabilities with a fair representation of the client’s brand?

A: Knowing what will meet our business goals and making sure we are striking the balance between creativity, technology, and proper representation is always top of mind. Our interview with legendary sound designer Ben Burtt for the anniversary of The Empire Strikes Back represents this ethos. The feature includes rare photos, sound clips, and insights not available anywhere else, appealing to fans while also working as a piece of marketing.
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