Creating an inviting home for North America’s trim and moulding leader
Metrie is North America’s largest supplier and manufacturer of solid wood and composite moulding. But to their dealer partners, trade professionals, and homeowners, they’re way more than that—they’re a trusted solution partner that makes it easier for anyone to transform a house into a home. They came to Hanson seeking a solution partner of their own to transform their brand house and digital properties into something that better represented their leadership position.
In branding—like millwork!—the details make the difference
The evolution of the Metrie rebrand started with customer research and stakeholder workshops, leading to the development of strategic messaging and a refreshed visual identity. A relationship-driven company with a heritage of craftsmanship, it was important that the brand communicated commitment to exceptional experiences and an unwavering millwork focus. Visual treatment, photography style, and messaging expresses the confident, approachable, and insightful personality of this category leader.
Refining the brands within the brand
Remodeling Metrie’s digital home
Homeowners and trade professionals often seek different details when selecting, purchasing, and installing millwork. But they have the same need for access to the right information in the right form. It was critical that the new site fulfill Metrie’s promise of being a trusted partner. For homeowners, that might come in the form of DIY inspiration or education. For building pros, it might be browsing Metrie’s product portfolio or understanding their vast manufacturing capabilities.
Hanson paired our UI design, content, and technology expertise with Metrie’s deep product and industry knowledge. The result is a beautiful, intuitive experience for all audiences looking for millwork.
To support B2B eCommerce and marketplace sales, we implemented Contentful, a headless CMS, and integrated PIM and DAM systems. A HubSpot integration supports marketing emails and landing pages. Geolocation enables visitors to browse available products by region and locate where to buy. Faceted filtering makes browsing a huge catalog easy, since you can shop by category, profile type, wood species, finish, length, width, and other product attributes. New photography, including 360 imagery, highlights product profiles—a crucial aspect of selecting millwork.
“Our digital work with Hanson is big, complex and everchanging. What I appreciate the most in our partnership with Hanson is that they are always ready and willing to work together to build solutions through the expertise of their digital team. I trust their team to look at our business through a digital lens and understand how our customers and consumers want to do business with us.”
— Tonia Coletta, Director, Digital Marketing & eCommerce