Transforming Harris' digital identity to connect with modern markets and improve user experience

The challenge

Harris, a heritage name in the painting and decorating industry, came to us with a website that wasn’t reflecting their position as a leading British brush manufacturer. Their existing digital marketing strategy and website design were holding them back from connecting with today’s DIY enthusiasts.

The existing website design had served them well, but it was time for an evolution. The user journey needed streamlining to help customers find products more efficiently, whilst the mobile experience required optimisation for today’s on-the-go users. We identified opportunities to better showcase their compelling sustainability story and manufacturing heritage, along with making their helpful how-to content more accessible and engaging.

Most critically, the authentic Harris story – their British manufacturing heritage, commitment to quality, and the genuine effort that goes into every product – had fallen out of focus on their site. They needed a digital marketing transformation that would honour their brand guidelines whilst creating a refreshed and streamlined user experience.

Back to the drawing board 

We knew that Harris needed more than just a visual update – they required a complete reimagining of how users interact with their brand online. Our strategy centered on making everything accessible within three clicks whilst also bringing their authentic, heritage-led story to the forefront.

We began with a comprehensive structural and content strategy, mapping out user journeys that would guide DIY enthusiasts effortlessly to the products and information they needed. Our SEO digital marketing strategy and optimised copywriting ensured that every piece of content would work harder to improve visibility and drive organic traffic.

Through careful brand development, we maintained the core elements that make Harris trustworthy while introducing fresh, modern design elements that would appeal to a new generation of decorators.

A fresh coat of digital paint 

Our redesign transformed the Harris digital experience from the ground up. We introduced a dedicated DIYer influencer area, recognising the power of user-generated content in building community and trust. The new hierarchical page layouts guide users naturally and ergonomically through their journey, whilst our ‘Inspired by Room’ section helps customers visualise projects and find the right products for their specific needs. 

Product pages received particular attention, with the introduction of visual benefits that clearly communicate why Harris products deliver superior results. Interactive before-and-after images showcase real transformations, whilst snappy video snippets replace lengthy tutorials and cutting-edge AI video technology helps bring Harris’ homepage product displays to life.

We built in flexible merchandising areas that allow Harris to update seasonal content easily, keeping the site fresh and relevant year-round. The new stockist finder works seamlessly, driving foot traffic to retail partners, whilst improved sustainability messaging helps conscious consumers understand Harris’ commitment to responsible manufacturing.

Every element was optimised for mobile responsiveness and page speed, ensuring that whether customers are planning a project at home or checking product details in-store, they get the information they need quickly and clearly.

Brushing up on success 

By addressing fundamental UX issues whilst amplifying Harris’ authentic brand story, we’ve created a digital destination that serves both the company’s heritage and its future growth ambitions. The new website design doesn’t just sell products – it celebrates craftsmanship, inspires projects, and builds a community of decorators who trust Harris for quality results.

This digital marketing transformation demonstrates how thoughtful digital strategy can breathe new life into established brands, connecting them with new audiences while strengthening relationships with loyal customers. For Harris, this isn’t just a new website – it’s a digital platform that will drive growth for years to come.

“I began working with Rawww when they took on the maintenance of our old website whilst also working on a complete digital redesign in the meantime, which included visual identity, SEO strategy, UX, and functionality. The new site was delivered on time and within budget, and we’re really happy with the result. The team is organised, easy to work with and great at listening whilst also suggesting fresh ideas. Communication was clear throughout, which made the whole process stress-free.” 

– Head of Marketing, Harris