Masonite
Portfolio
Ambition
Facing increased competition from the Far East, Masonite wanted to differentiate its new Portfolio range from cheaper alternatives – giving specifiers and end customers a reason to choose Masonite.
Insight
Doors. The first thing you see… but the last thing on the list. As such, they’re the one thing to be value engineered or swapped for cheaper alternatives. But what if they were treated like a key piece of furniture? The hero of the creative vision?
Idea
‘Let more originality in’ gives specifiers more scope for original design ideas and customers for more individual expression in the design of their homes.
Impact
Presenting what a door could be, Portfolio offered a chance for customers to define the space they live in, extending into Masonite’s next ‘Defining Spaces’ campaign.
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When uncertainty and shifting expectations are the new normal, brands no longer need radical transformation. What’s needed is long-term thinking and the ability to adapt quickly.
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