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Online magazine and CMS system

Dulux Let’s Colour Magazine

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.

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

Showcasing new designs and key trends within interior design is an important part of the Dulux marketing strategy for their retail paint segment. The existing LCM site was difficult for the LCM editorial team to maintain and update with new content. It was also not reaching its full potential audience due to issues with displaying on mobile devices. They came to Hack & Craft to re-architect the UX creating more engaging user journeys across all devices. As well as providing a flexible content management system that would allow the editorial team to easily update and provide new content for the site.

Innovation Team

We brought together our branding and visual experts, our Creative Director and Senior Frontend Architects with the Dulux Product Owner and Magazine Publisher. Together we formulated the vision for the magazine, created branding guides following the Dulux global corporate identity, proposed new navigational concepts and presented the full designs.


The designs directly convinced the Dulux product team and we started to build the next generation content publishing framework. We created a streamlined AngularJS based content administration backend on top of the fully documented RESTful API. The magazine is presented as SEO optimised server side rendered content with progressively enhancing capabilities based on browser features. The site is fully responsive and highly performant.

Special attention was required for colour representations with integrations into existing Dulux online eCommerce solutions as well as the dynamic colour mark up of images called HotSpots.

For colour markup we developed a specialised tool that allows editors to upload custom images, select areas in the picture, get suitable Dulux colours recommendations and link them to the online purchasing system. The HotSpots are always properly displayed on the image with our placement algorithm. Display is always correct on all aspect ratios, devices and form factors.


Up to now Dulux published three magazine editions on the new platform. They now have a very fresh looking online magazine, that successfully drives traffic to their sales channels and sustains higher engagement. They are able to maintain the content themselves and keep the magazine up to date.

Methodology LCM Created with Sketch. Autumn/Winter 2016 issue 2017 issue CONTINUOUS DELIVERY Spring/Summer 2016 issue ALPHA Hack and Craft AkzoNobel Team members PROJECT ROADMAP 3. Scale 2. Development 1. Ideation
Dev LCM Created with Sketch. Autumn/Winter 2016 MAGAZINE LET’S COLOUR Spring/Summer 2016 MAGAZINE LET’S COLOUR CMS PRODUCTS & COLOURS SECTION SECTION HOME PROJECTS SECTION INSPIRATION Dulux – Let’s Colour Magazine – Printed issue AkzoNobel

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