Unless you own or have built a house, when you think about doors, you probably don’t think about brands—or even realize there are door brands. It’s kind of like mattresses or lightbulbs: you only think about them when you need to replace one, but they’re a crucial part of everyday life.
That’s what made creating an employer brand for a Masonite, a global leader in the door industry, recognized for its nearly 100-year legacy of craftsmanship, innovation, and high-end design so interesting. The company manufactures and sells millions of doors each year, generating approximately $2.9 billion in annual sales as of 2023. Yet would Plant Managers, new entries into the job market or experienced logistics professionals have heard of them?
These are the questions Brandemix set out to answer when we were tapped to create an employer brand and EVP that showed off their values, culture, and enabled them to compete for talent across competitive job titles like manufacturing, sales and finance.
After all, doors aren’t just barriers; they’re gateways that connect us to different spaces, experiences, opportunities, and people. Opening a door can represent new beginnings or access to something meaningful, whether it’s welcoming someone into your home or stepping into a new chapter of your life. From this perspective, doors are more than functional—they’re a metaphor for connection, progress, and the pathways we create in life.
Blending the consumer brand guidelines, colors, fonts, and products with the human side of the culture showed off the unique identity of the company—one that combines high-quality craftsmanship with a strong sense of purpose, innovation, and employee pride.
And so became the Masonite EVP: Building Better Connections
Through internal research, strategic analysis and outstanding creative design and messaging, we crafted an employer brand that aligns with Masonite’s reputation for quality while showcasing their reputation an long-standing industry leader and a dynamic place for career growth and development.
After all, doors aren’t just barriers; they’re gateways that connect us to different spaces, experiences, opportunities, and people. Opening a door can represent new beginnings or access to something meaningful, whether it’s welcoming someone into your home or stepping into a new chapter of your life. From this perspective, doors are more than functional—they’re a metaphor for connection, progress, and the pathways we create in life.
Blending the consumer brand guidelines, colors, fonts, and products with the human side of the culture showed off the unique identity of the company—one that combines high-quality craftsmanship with a strong sense of purpose, innovation, and employee pride.
And so became the Masonite EVP: Building Better Connections
Through internal research, strategic analysis and outstanding creative design and messaging, we crafted an employer brand that aligns with Masonite’s reputation for quality while showcasing their reputation an long-standing industry leader and a dynamic place for career growth and development.
