Reimagining the hardware aisle as a digital DIY playground

One of the most rewarding parts of our work at Hanson is bringing fresh ideas and direction to established industries. So when National Hardware needed help redesigning their website, we sprang into action, considering ways to help them stand out from the competition and deliver an experience that unleashes inspiration and creativity for home improvement audiences.

The nuts and bolts of a successful website redesign

Hardware components are an essential element of renovations, but they’re often overlooked or regarded as purely functional. To help homeowners rethink hardware for their home improvement projects, we had to show them just how fun and easy DIY-ing the National Hardware way can be.

We explored two initial creative directions to engage audiences. One option appealed to mid- to pro-level renovators and was more focused on shopping, with clean design and clear information. Another direction centered more around inspiration, with a stronger exploratory, DIY approach.

Ultimately, the second approach proved to be the right choice. By focusing on the project possibilities of hardware and guiding people through the process with an accessible, friendly approach, we empowered visitors to build confidence in their skills.

The Creator’s Corner Intro

Implementing a modern infrastructure

To modernize the website’s technical infrastructure, we used the latest version of Sitefinity, while also optimizing for mobile to ensure a best in class search utilizing Algolia integration. And by incorporating reusable CMS modules, we gave the National Hardware team a nimble way to create robust, structured content without the need for developer support.

Launch support

With all the parts and pieces of the new website securely built, it was time for the big reveal. We partnered with National Hardware’s team to plan, manage, and launch an engaging digital advertising campaign. This campaign focused on raising brand awareness and cultivating affinity while generating online leads. 

With a potent mix of advertising tactics, we were ready to welcome visitors to our digital open house.


With the website renovation dust settled, we shared the new experience with the world. Here’s how we measured up:

“We want to send a big THANK YOU for transforming our brand online. We could not have been happier throughout the process and we owe a lot of that to the Hanson team. Overall, we have received a ton of feedback from both internal and external resources calling this new website really best in class. So a lot to be proud of!!! A lot of sleepless nights and overtime went into this by everyone on the Hanson team, so thank you for all your support.”

— Camille Henningsen, Senior Channel Marketing Manager
National Hardware

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