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Burnishing an Iconic Home Hardware Brand

Baldwin Hardware’s re-designed website reflects a dramatic update to the 60-year-old company’s brand identity. Web Advanced applied a minimal, lifestyle-driven look & feel across the website’s mobile responsive architecture.

The website’s functional goal was to simplify the purchase decisions across Baldwin’s broad range of products. The brand’s strength is its ability to customize virtually any aspect of its hardware. However, the variety of choices is often taken for granted. In addition, we faced the challenge of helping reconcile the language of locks. Know the difference between “mortise” and “tubular”? The goal was to eliminate the potential to overwhelm by diffusing the options across multiple steps, surfacing them within the purchase path only when most relevant.

Web Advanced was also challenged to find a way to feature the three distinct Baldwin product lines in a way that readily communicates their positioning relative to each other – all without mentioning specific price points to avoid channel conflict.

Key features of the website include the Lock Designer, in which users can easily choose from the array of doorknobs and levers and pair them with a rose to better visualize what their chosen door solution would look like.


  • Website
  • Product Catalog
  • Sitefinity CMS
  • Product Configurator


  • Home Hardware


  • Strategy
  • Planning
  • UX Design
  • Art Direction
  • Mobile Responsive Development
See It Live
Baldwin website on a variety of devices


In support of Baldwin's timeless product design, we used a classic black & white color palette and minimal graphics.

Baldwin product detail page showing off a beautiful doorknob


Design, print, and save your customized hardware. Knob, lever, and rose combinations are visualized by choosing finishes, styles, and door textures.

Baldwin product browse on mobile devices


Content-rich pages of product details and technical information are accessible on any device by designers, installers, showrooms, and homeowners.

Baldwin doorknob with finish swatches


Baldwin’s presence in news and social media is comprehensively represented on the main website in one centralized location.

Baldwin number stories

Product Filtering

Within both desktop and mobile views, the website successfully pairs photos with each of the user’s filter options.

Brad Callahan
Web Advanced helped us find the balance between the needs of industry professionals and supporting the consumer's purchase path. With a brand that has been in business this long, they met the challenge of delivering relevant information on current and legacy products within a single, intuitive interface.
Brad Callahan - Director, eCommerce

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