Doors That Do More

Selected work / 09

Masonite Doors

I led the creative work to build Masonite’s brand and product marketing, connecting content, retail tools, event strategy, trade education, and homeowner creator partnerships. The brand was built through product innovations. helping homeowners imagine new possibilities, giving trade professionals a stronger story to tell, and strengthening Masonite’s brand value.

Client

Masonite

My role

Brand strategy + brand system + creative direction

Collaborators / credits

Steve Simoncic – CCO, Megan Patsavas – ACD/CW, Eddie Bastos – Design Dir., Vince Carioscia - AD

Capabilities

Identity, content, retail, events, trade education, creator partnerships

Masonite solid core door project

01 / The idea

Redefining what doors can do.

Doors have pretty much done the same thing for — oh — about 5,000 years. So it turns out people's expectations are pretty low when it comes to what they can "do". We helped Masonite chnge all that by naming, positioning, launching and sometimes beating the crap out of all kinds of doors from smart doors that know when your kids get home, to smarter ways to install a door.

Person with curly red hair wearing a bright pink helmet with 'S1' on it, grimacing and appearing to spit against a reddish-brown wall.
m-Protect Security Door / Launch Campaign
Penguin standing upright on a wooden floor indoors, touching a window pane with its flipper, looking inside a dimly lit room with framed pictures on the wall.
Keep the Outside Out / CTV
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Keep the Outside Out / Retail and Builder Brand System
Penguin standing upright on a wooden floor indoors, touching a window pane with its flipper, looking inside a dimly lit room with framed pictures on the wall.
Masonite Brand / A World Without Doors

02 / Brand system

Connecting the brand to sales ecosystems.

I helped develop Masonite’s complete brand system, startubg with developing complete brand guidelines, retail tools, emails, and dealer incentive programs. The work gave teams, retailers and dealer partners a cohesive, practical toolkit to bring the brand to life from the showroom floor to the customer inbox.

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clarity, creativity, and creating value for international brands