Reimagining the hardware aisle as a digital DIY playground

One of the most rewarding parts of our work at Hanson is bringing fresh ideas to established industries. So when National Hardware was redesigning their website, we thought about how they could stand out from the competition. The answer was an experience that unleashes inspiration and creativity for home improvement audiences.

The nuts and bolts of a successful website redesign

Hardware components are essential to renovations, but they’re often regarded as purely functional. So we wanted to help homeowners rethink all the ways hardware could be used for their home improvement projects. That meant showing them how fun and easy it is to DIY the National Hardware way.

We explored two initial creative directions. One centered around inspiration, offering ideas and building confidence. The second was more shopping focused for those who knew what they wanted to create.

Ultimately, the first approach proved to be the right choice. By focusing on all the ways to use hardware and taking a friendly, inspirational approach, we empowered visitors to DIY confidently.

The Creator’s Corner Intro

Implementing a modern infrastructure

To modernize the website’s technical infrastructure, we used the latest version of Sitefinity. An Algolia integration ensured best in class search functionality. 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.

Raising awareness with a launch campaign

With 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. The campaign was designed to raise brand awareness and cultivate affinity while generating leads. 

With a potent mix of advertising tactics, we invited 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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