About the client

AkzoNobel is a leading global paints and coatings company and major producer of specialty chemicals. Dulux is AkzoNobel’s leading paint brand in the UK.

Problem / Opportunity

With design led sales converting up to 80% better and with higher sales value than product led sales alone, Dulux provide design consultations to professional scheme specifiers. Unfortunately, there was also a long tail of non-professional specifiers who did not have access to the design consultations and the current design service was not scalable for the long tail because each mood board (scheme recommendation document) was produced manually. So, Dulux contacted Hack & Craft with the goal of creating a Mood Board portal which would provide this design service to the long tail of non-professional specifiers through an automated but highly customisable online platform.

Key Achievements

  • Increased sales of higher value products by over 50%
  • Delivered configurable platform to drive self service sales
  • Unified product data catalogue providing single source of truth
  • Drove engagement with the wider AkzoNobel digital ecosystem

Innovation Team

Being engaged from the earliest stages of this venture, we worked directly with the Dulux Product Owner, project team and professional Dulux scheme specifiers. We brought in our visual and design experts, our Creative Director and Senior Frontend Architects who formed the innovation team. Together we formulated a vision for the Digital Colour Scheme tool, creating the responsive designs and interactive user journeys along which the user will create their mood boards.


With a custom architecture providing highly customised design documents, Dulux are able to service the long tail of non-professional specifiers, providing increased engagement and conversion opportunities. While the Admin Portal and analytics allow for accurate KPI monitoring and lead generation for additional services.

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