Hackett Chains
Hackett Chains is a long established manufacturer with roots going back to 1892, producing chain products across agriculture, lifting, and industrial sectors. Following a brand merge in 2021, the challenge was to create a new identity and digital presence that respected that heritage while positioning the business for a more modern, unified future.
I worked on the project from the ground up, starting with the brand. The aim was to strike a balance between tradition and clarity, creating something that felt established and credible, but also simple and recognisable across digital and physical touchpoints. This included the logo, colour system, typography, and a set of guidelines to ensure consistency across the business.
Alongside the brand, I designed the website to act as the primary way users engage with the company and its product range. The challenge here was scale and structure, organising a large and varied catalogue in a way that felt clear and easy to navigate. I focused on simplifying the hierarchy, improving how products are grouped and surfaced, and making key information easy to find and compare.
Rather than treating the site as a visual layer, the work centred on how users move through the content, from first interaction through to finding the right product. This meant aligning the structure, navigation, and page layouts with real user needs, while keeping the design consistent with the new brand.
The result is a cohesive brand and digital experience that supports both recognition and usability, helping position Hackett Chains as a clear, modern presence within a traditional industry.
