Masonite
Print Design | Video Production
- Catalog + Video : Inside & Out
Print Design | Copywriting | Motion Graphics | Video Production
Every year Masonite’s distributor network anticipates the rollout of a new product lineup, but in 2014 a limited number of new offerings called for a creative approach. The concept of Connecting Doors: Inside & Out paired exterior products with coordinating styles from interior collections, positioning existing products in an original context.
The campaign featured simple shapes in emerald, Pantone’s color of the year, airy white space, and copy that combined the theme of famous pairs with kitschy plays on words. The accompanying video set the entire production in motion against a catchy melody.
The visuals, voice and tone were a significant aesthetic departure for the brand—a tradition reserved for the annual new product campaign—but was met with excitement and interest by distributors, sales reps and consumers.
- Catalog : Inspiration Showcase
Print Design | Copywriting | Infographics
In 2014 Masonite began to venture into the end-consumer market, a bit of an experiment for a company with 70+ years of roots in wholesale distribution. Styles and collections had to be sorted into recognizable architectural categories while avoiding industry jargon. Social media and focus-group research proved invaluable in developing and organizing relatable content, and presenting familiar visuals in a new context. In addition to the essential product information and photography, we included infographics, glossaries, and diagrams to educate and engage consumers.
- Catalog : Bolection Interior Doors
Print Design | Copywriting | Content Management
Masonite’s acquisition of a competing manufacturer of interior doors was accompanied by a confusing catalog of puzzling diagrams and complicated ordering information. It was also increasingly outdated as the product line was pared down and reorganized, so the company opted to start over from scratch.
The new catalog was reformatted in stepped chapters and styled to coordinate with Masonite’s existing publications. Original copy presented information in a logical order, friendly tone and accessible language, while large, modernized images provided aesthetic relief to the necessary charts and reconstructed diagrams.
- Video : Discover Doors
Copywriting | Video Production | Voiceover | Motion Graphics
The video ‘Discover What a Door Can Do’ was written and produced in anticipation of Masonite’s shareholder presentation and impending IPO. The concept reimagined doors as a transformative component of a building’s aesthetic appeal and environmental impact rather than a building commodity. Promotional images were combined with original motion graphics and footage of the manufacturing process set to the classic strains of the prelude to Bach’s Cello Suite No. 1.
- Video : Solid v. Hollow Doors
Copywriting | Video Production | Motion Graphics | Voiceover
When Masonite’s product managers realized inexpensive hollow-core doors were outselling their heftier—and pricier—solid counterparts, they requested engaging visuals highlighting the quality and desirability of the solid-core door collection. This video strikes the viewer on a visceral level, combining household noises into a chaotic assault on the ears before silencing the commotion with a solid core door. A friendly voice lists features and benefits are layered over original manufacturing footage and motion graphics to engage the viewer.
- Brochure : MP5 Entry System
Print Design | Copywriting
Masonite’s MP5 brochure introduced a unique weatherproofing system for entry doors. The motif of rain and snow communicate the ‘all weather’ concept, while sharp lines and perfect squares indicate precision and technology at a glance.
