HAGS - A global website

HAGS is part of PlayPower Inc, the world’s biggest playground manufacturer. We’ve been working with them for over 6 years, helping them bring play and recreation to communities all over the world.

This latest project was all about taking their global website to the next level, making it easier for customers to find and explore products that meet their needs, and simpler for HAGS to launch new sites for new international markets.

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Interpret + Define

We kicked things off with a series of online workshops, bringing together voices from across Europe. Those conversations helped us understand the challenges on the ground and shaped a brief that put customers first. We also drew on recent brand and tone of voice work to make sure the refreshed site felt modern, consistent and unmistakably HAGS.

Imagine + Create

With clear customer personas in mind, we simplified site journeys so people could discover, compare and share products without getting lost. A refreshed visual style helped bring HAGS’ innovative products to life, while the sustainability story was woven right through the experience. We improved the PDF generation process, so customers now find it much easier to create their own online catalogues and product guides - reducing print and embedding HAGS’ commitment to sustainability at every step.

HAGS Connect was developed to empower global partners through a unified digital platform. It is a feature-rich Single Sign-On (SSO) environment designed to streamline partner access to a suite of digital tools and resources, including:

Product collection builder: Partners can create, save, and share curated product collections.
Downloadable materials: Instant generation of branded catalogues and data sheets from selected collections.
e-Learning platform integration: Upskills partners with structured training modules and product knowledge resources.
HAGS asset library: A centralised hub for high-quality images, logos, videos, and downloadable assets for use in marketing and sales.
Design sharing platform: Enables global visibility and collaboration on real-world HAGS installations and project designs.

Managing content and launching new language versions of the site for specific territories can be a real headache. To solve it, we used an AI-powered translation that means sites can be launched in new languages quickly and content gets rolled out globally, while still giving local teams the freedom to run their own campaigns.

Suddenly, launching in a new territory went from months to just a couple of weeks. That’s how we rolled out 25 sites, including Chinese and Japanese, all from one CMS in the first year.

As more sites are added and existing ones are translated, the AI tool gradually builds an understanding of the desired tone of voice and technical vocabulary. This leads to faster development of new sites and significantly improves the quality of first-pass translations.

Rise + Shine

We worked closely with HAGS’ SEO agency to make sure the site structure delivered strong search performance from day one. Weekly catchups with the HAGS team keep things moving, so the site is always improving based on what we learn together.

The launch of HAGS Connect significantly improved partner engagement by centralising resources, increasing usage, and reducing support requests. Access to the Asset Library and standardised content strengthened brand consistency across partner marketing.

Sales enablement was streamlined through quick generation and sharing of customised catalogues, while the integrated e-Learning platform supported scalable product training. The Design Sharing Platform also fostered global collaboration and valuable knowledge exchange across the partner network.

The result is a global site that’s faster, smarter and far more flexible. It helps HAGS grow into new markets quickly, supports local teams with better tools, and makes sustainability part of the story everywhere.