Masonite
Doors that do more
Masonite International Corporation is a leading global designer, manufacturer, marketer and distributor of interior and exterior doors for the new construction and repair, renovation and remodeling sectors of the residential and non-residential building construction markets.
Portfolio of brands
Information architecture
Original brand architecture
Challenge
Our challenge was to simplify a vast portfolio of disjointed brands to bring Masonite closer to a unified master brand model that is easier for customers to navigate.
Quotes from client interviews:
“We bought a lot of companies. But we didn't integrate them.”
“We need to understand how to simplify how our clients think about our product offerings.”
“I'd just love to go to one Masonite. It's really hard work trying to balance four [UK] brands.”
Step one of this process involved doing a deep audit of the brand, including registered trademarks, brands, products, joint ventures, branded services, products, and information architecture. The next step was to organize all brands and properties into an architecture layout to more easily understand how their portfolio is currently structured.
Short-term solution
Being a large parent company with a lot of complexity and countless sub-brands and products, Masonite opted to start smaller and move towards a more simplified brand over time. The short term solution they chose involved unifying business units with Masonite green and applying the same graphic treatment to all innovations. In this model, the Masonite parent brand will also be used in the UK, where previously business units lived detached from the parent brand.
Long-term solution
The long term solution was to create a much simpler portfolio by dropping all sub brands to create “one Masonite” and focusing more on unbranded market segments. Masonite innovations are all unified using the same graphic treatment and any distribution companies retain their existing identity.
