HNI partnered with Instrument to usher its legacy portfolio of brands into a new digital era. The ambition was bigger than redesigning a website. It was about creating a new foundation for how HNI’s brands could show up across web, making it easier for customers to discover, explore, and specify products while giving the business a more connected way to grow.
We brought that vision to life across HON and Allsteel, creating two distinctly different brand experiences from the same core framework. A flexible design system allowed each site to have its own visual identity and personality, while a reimagined information architecture, simplified product taxonomy, and AI-powered search made an expansive product ecosystem easier to navigate.
Together, the two sites demonstrate a new model for HNI’s digital portfolio: distinct brands, connected by a shared foundation. One that reduces complexity behind the scenes, creates more intuitive experiences for customers, and gives HNI the flexibility to bring more of its brands into the system over time.
