2019 Lookbook : Melissa Gridley by Melissa Gridley

MELISSA

page title

lookbook 2019

BRAND STYLE GUIDE b ack to to p

portfolio : company : category â&#x20AC;&#x201D; i back to contents

[ contact ] Melissa Gridley 813.426.2490 melissa@melissagridley.com [ view more work ] melissagridley.com behance.net/melissagridley issuu.com/melissagridley

contents Triad Cleaning

Out Front Brands

Yuji

Brand Strategy + Identity Development

02 06

30 Masonite Video Production + Publication Design

Gulf Aerospace Identity Refresh + Web Design

Jay Hewlett Brand Identity + Collateral Design

portfolio : melissa gridley : contents â&#x20AC;&#x201D; 1

Brand Strategy + Identity Development

[ situation ]

[ strategy ]

[ solution ]

[ skills ]

Triad Cleaning Solutions, a rapidly-growing commercial cleaning provider operating out of Florida, approached us looking to breathe life into their brand. For nearly 25 years Triad conducted business under the same stock logo with no brand strategy, defined message, or consistent identity system.

Marketing and competitor audits, focus groups and survey results informed the transformation of an undefined narrative into a focused, benefit-centric brand message that would connect with the target audience and set the brand apart from local and national competitors. Triad’s brand promise—relationships, reliability and results—came to life in the tagline ‘Clean You Can Count On’ and the 3R guarantee.

A new brand mark, color palette and typography created a consistent visual identity to tie in web, social media, video and print materials. Services were divided into four subsections by individual industry, each with its own theme, color and icons.

Competitive Market Research Brand strategy Brand identity development Web UI/UX design & WordPress Copywriting Video production Editorial, marketing & environmental print design

portfolio : triad cleaning solutions : rebranding — 3 back to contents

web + social media

portfolio : triad cleaning solutions : rebranding â&#x20AC;&#x201D; 5 back to contents

style guide [ browse book on ISSUU ] Triad Cleaning Solutions

For questions regarding these guidelines or any other brand-related issues, please contact style@outfrontbrands.com.

BRAND STYLE GUIDE

Imagery Samples Images should always sparkle—they should be sharp, professional, and clean. Whenever possible, all 4 verticals should be equally represented.

HEALTHCARE FACILITIES

COMMERCIAL CLEANING

AUTO DEALERSHIPS

Triad Cleaning Solutions BRAND STYLE GUIDE

CONSTRUCTION CLEANING

For questions regarding these guidelines or any other brand-related issues, please contact style@outfrontbrands.com.

b ack to top

Graphic Elements: Icons VERTICALS These icons should be used whenever referring to industry verticals. Pay close attention to scale when using the icons without background shapes. Some will appear inordinately large if all icons are resized to the same height or width. Aim for the proportional relationships shown here.

HEALTHCARE

COMMERCIAL

AUTO

CONSTRUCTION

OTHER ICONS While by no means exhaustive, this set of cleaning- and industry-themed icons is designed for efficient, consistent communication. Additions should reflect the overall style of the set.

Triad Cleaning Solutions BRAND STYLE GUIDE

For questions regarding these guidelines or any other brand-related issues, please contact style@outfrontbrands.com.

b ack to top

Email Signature A standardized email signature helps create a cohesive brand experience

Arial 14pt bold; color #2D61B3 Arial 12pt italic; color #2D61B3

in online communications. Follow the guidelines at the right when

Arial 12pt bold; color #000000

formatting your signature. The font used here is Arial—rather than Sinkin Sans or even Franklin

Arial 12pt regular; color #000000

Gothic—as it is one of the most universal typefaces and will provide

Your Name

Optional Title/Position Phone 000.000.0000 Email name@triadcleaning.com 3140 W Kennedy Tampa, FL 33609 Location 000.000.0000 Location 000.000.0000 Location 000.000.0000 Location 000.000.0000 Location 000.000.0000

the most reliable formatting on the recipient’s end. The process for setting up your email signature varies by email client and operating system, so be sure to consult the appropriate guide for your configuration. TCS-logo_tag-email_signature.png

Arial 14pt bold; color #00B6CD Arial 14pt regular; color #00B6CD

www.TriadCleaning.com #CleanYouCanCountOn

b ack to top

print collateral

You can be confident in our commitment to the core values of our 3R Guarantee.

Enduring Relationships

Let our crew help your crew look its best.

We cultivate lasting partnerships with our clients through loyalty,

Your construction project is almost

responsiveness, and our eagerness

complete. Now you need help

to exemplify servant leadership in

cleaning and preparing the site for

every client interaction.

inspection and occupancy. Triad Cleaning Solutions is the team

Guaranteed Reliability

you need to make your project really shine. Whether it’s window cleaning, dust removal, metal polishing, pressure washing and steam-cleaning carpet, or removal

Our clients can expect integrity,

of building materials like pipes,

security, and dependability from

electrical wiring, wood and metal—our

us. We do what we say we’ll do

experienced cleaning crew will get

or we make it right, fast.

your site ready for its new occupants quickly, reliably and always with exceptional results. Have a high-security job site?

Exceptional Results

We’ll wear uniforms & ID tags and pass a thorough background check. Think your job is too big or small? We provide expert, reliable service for

We always strive to exceed

all scales and sizes of need.

expectations with the value, skill, and inherent quality of

Worried about your timeline?

service our dedicated team

We’re agile and can respond to last-

members deliver.

minute requests for estimates!

Offices are located throughout the East Coast and Midwest regions.

Call (813) 466-3379 or email admin@triadcleaning.com for the

location nearest you, or visit our website at TriadCleaning.com.

portfolio : triad cleaning solutions : rebranding — 7 back to contents

Brand Strategy + Identity Development

[ situation ]

[ strategy ]

[ solution ]

[ skills ]

Most designers will reluctantly admit our own branding often falls to the bottom of our to-do list. The same was true of Out Front Brands, already a busy branding and design boutique agency when I joined in 2015. While the name and tagline were firmly in place, the agency lacked a cohesive visual identity, focused message, online presence, and brand strategy.

Getting to know the team’s personal and professional objectives proved just as important as the extensive competitive and demographic research conducted. The allfemale firm was determined to stand out from the local competition by visually and conceptually communicating their fierce dedication to empowering women and elevating small businesses to memorable, recognizable brands.

We repositioned Out Front as brand specialists by paring their original service menu from 14 services to 3, and by targeting small businesses in particular. The existing tagline—’fresh, fierce, forward’—was embodied in a modern logo featuring a peregrine falcon at the leading edge of a clean, sans-serif word mark in the agency’s primary colors—orange, white and deep grey. The rest of the color palette reflects the ‘fresh’ aspect, adding dark teal and apple green.

Brand strategy Brand identity development Web UI/UX design WordPress site development Print design Copywriting

portfolio : out front brands : rebranding — 9 back to contents

website [ browse outfrontbrands.com ]

portfolio : out front brands : rebranding â&#x20AC;&#x201D; 11 back to contents

michelle nault principal & creative director michelle @ outfrontbrands.com 8 13 . 4 5 3 . 0 8 74

stationery + apparel

portfolio : out front brands : rebranding â&#x20AC;&#x201D; 13 back to contents

Logo Refresh + Website Redesign

[ situation ]

[ strategy ]

[ solution ]

[ skills ]

Since 1984, the logo for Gulf Aerospace, Inc. has been a global symbol of trusted expertise & exceptional service in the aircraft parts repair industry. For their logo refresh and new website they wanted an updated look and brand message that would stay true their industry roots while preserving the brand’s equity.

Gulf Aerospace is the only large-airframe parts-repair provider in Florida with a loyal global clientele developed over 30 years through a history of trustworthiness and quality. We collaborated with their team to weave the theme of partnership and trust into a market presence that would differentiate them from competitors, communicate their strengths, and resonate with their target audience.

An updated logo, custom illustrations, polished copy, clean typography and a modern color palette revitalized the existing branding. We worked with Gulf’s IT team to develop a responsive website designed around the top reason for user visits—the parts catalog. A style guide, stationery suite, and icons all support the tagline; “Parts repair you can rely on. Partners you can trust.”

Brand strategy Brand identity refresh Print design Web UI/UX design Copywriting Illustration

portfolio : gulf aero : web design — 15 back to contents

website [ browse gulfaerospace.com ]

portfolio : gulf aero : web design â&#x20AC;&#x201D; 17 back to contents

Video Production + Publication Design

[ situation ]

[ strategy ]

[ solution ]

[ skills ]

As multimedia designer and then creative team lead, most of my projects involved creating print and motion media to introduce new products, promote current products and extend the company’s market reach into new regions and sectors.

Most projects were targeted toward Masonite’s main audience—their distributors and vendors. There is, however, one exception in the end-user style catalog, a visual experiment representing the company’s firstever promotion for consumers.

With an established visual identity, marketing message and over 75 years of brand equity, creative solutions needed to present a cohesive aesthetic and emphasize the brand’s narrative of historical dependability and innovation. The company also had a library of sub-brands for specific product lines, each with their own visual elements.

Video production Publication design Motion graphics Voice over Copywriting

portfolio : masonite : marketing media — 19 back to contents

motion media [ view videos on youtube ]

2014 New Products Introduction

NYSE IPO Introduction

2013 Product Line Review

catalogs [ browse catalog on ISSUU ] Express your style

Modern

Traditional

Oakcraft®

Steel

door family (p.28)

I n sp i ra t i o n S h owc a se

Belleville ®

Glass Families

32 30 36 37 38

Door Chart

Global

2014

MASONITE

Eclectic

ICON KEY

style (this page) Barrington

Oakcraft

fir

smooth

AvantGuard

mahogany

steel

oak

finish/species good

better

best

rating

AvantGuard® Anatomy of a Door Glossary How to Buy

900

BR3

366

glass family & privacy (p.32)

WANT MORE? VISIT MASONITE.COM

View our entire door & glass collection, find a dealer near you or customize the perfect combination for your home with our Max ® configurator tool.

Eclectic architecture embraces a wide range of diverse and authentic styles. From the historic details of vintage Craftsman to the inspiration-ready canvas of Transitional homes, your home is illuminated by your own limitless creativity. Only a door with one-of-a-kind details that emphasize your unique style will suit.

Belleville® Smooth with Rockland® glass – door BLS-107-566-2 – sidelites BLSSL-129-566-1

Eclectic AUTHENTIC

DIVERSE

V I N TAG E

Barrington® Mahogany Textured Craftsman with BC4 glass – door – BRM-226-BC4--3

Masonite Offers

Get more technical info at www.masonite.com

M O R E D O O R O P T I O N S W I T H M O R E D O O R VA L U E

Reinforced Lock Area

provides strength and security for door hardware

customize the door style with a dentil shelf or simulated divided lite kit

provides an authentic wood door appearance

premium Oak, Fir & Mahogany woodgrain textures

Reinforced Lock Area

STA - T RU ST E EL

Square-Edge Construction

M A SON IT E HD ST E EL

Optional Dentil Shelves & SDL Kits

Look of Real Wood

Q antique black caming for authentic craftsman look (CBT & CBH)

OA KC RA FT

Q glass is integrated into door design, creating a simple, clean Mission style

T E X T U RE D

Custom Glazing

lock area is reinforced to accommodate premium hardware

Oversized Lock Block

Matching Mahogany Wood Stiles

BE LLE VI LLE SM OOT H

Oversized Lock Block

finished with true square-edge construction

BA R R IN G TON C RA FT S MA N

Stain-Grade Matching Mahogany Stiles

BA R RI N GTON S IE RRA & FLAG STA FF

BA R R IN G TON T R A D IT I ON A L

EXTERIOR DOORS

Glass Frame Profiles designed to match panel moulding for a consistent appearance

Reinforced Lock Area

provides strength and security for door hardware

provides strength and security for door hardware Rot-Resistant Bottom Rail high-quality composite bottom rails resist rotting and corrosion

Distinct Raised Moulding

Mahogany Texture

Q creates beautiful shadow lines

fiberglass facing with beautiful Masonite mahogany texture

Q panels are recessed below the

surface at the stiles & rails Q adds visual depth and character

composite door surface replicates an authentic mahogany or oak door appearance

High-Definition Panel Profile

Authentic Woodgrain Texture

adds elegance & durability

adds architectural appeal and elegance

High-Performance Smooth Surface

Prefinishing Options HD Steel features a baked on factory-primed surface. Sta-Tru features a prefinished factory applied white paint prefinish.

ideal for painting, and will not rust or dent

WANT MORE? VISIT MASONITE.COM View our entire door & glass collection • Find a dealer near you • Customize the perfect combination for your home with Max® configurator

AvantGuard

i t ’s a l l a b o u t t h e f i n i s h

ULTIMATE DURABILITY: Five Layers of Defense

THE FUSION OF WOOD & FIBERGLASS Unlike any other door, AvantGuard perfectly blends beauty and durability into one patented package by combining

AvantGuard takes a cutting-edge

the authentic appearance of real wood with the proven

approach to durable performance

performance and durability of fiberglass.

with the look of real wood. Rather than simply applying stain over a

Automotive clear coat protects the door from UV rays and normal wear and tear.

YEAR

FINISH WARRANTY

fiberglass facing, a high-quality

UV-stable image layer creates the rich look of real wood. Choose Black Walnut, Cherry or Spanish Cedar finishes.

image is applied over a protective primer layer for an authentic, long-lasting finish.

Barrington® Sierra® 2 panel plank camber-top with AvantGuard® Spanish Cedar finish door BAC-2P

Protective base coat provides stability and adhesion between the image layer and the lowmaintenance fiberglass facing.

Premium fiberglass layer is comprised of Masonite’s exclusive formula, and is more stable when subjected to temperature swings.

the beautiful door Belleville® Hollister® AvantGuard® with Cherry finish and Alston® glass door BLC-304-338-2

Polyurethane foam insulates your home and adheres the door components together. Belleville® 6 panel AvantGuard® with Black Walnut finish – door BLW-6

WANT MORE? VISIT MASONITE.COM 30

MIC-13310-2014-EXT-MiniSFg-012014.indd 1

View our entire door & glass collection • Find a dealer near you • Customize the perfect combination for your home with Max® configurator

1/20/14 5:12 PM

portfolio : masonite : marketing media — 21 back to contents

catalogs [ browse catalog on ISSUU ] MASONITE

Bolection Bolection

Bolection

Give your new door added elegance with your choice of sizes, insets, sticking, panel DC322 508 D 510 D 511 C323 C401 C402 and moulding profiles and silhouettes.

Sizes up to 8' high and 3'6" wide

3 C4205 D 04

Add light and texture to your door by selecting one of our many glass inset options.

Fire-rated models available in flat panel only; call for specific ratings

C4208 D 05

*Components are fused with reinforced poly vinyl adhesive and UV cured 13 15 17 DC2 410 DC2 411 DC2 412

DC2 4 0161

DC2 4 0182

403 DC 512

DC404 513

DC405 514

center mullion

DC406 515

DC408 52 2

C410 D 528

C411 D 6 01

Satin

one-piece structure. This means even

About Masonite’s Bolection Premium Interior Doors. . . 4 ®

Glass for Bolection Designer, Traditions & Elite Series. . . 6 ®

Bolection Designer Series Doors. . . 8

with time and use, inserts in our doors

Bolection Traditions Series Doors. . . 16 ®

or cracked and broken glass.

CYMA Collection Carvved Doors. . . 24 ™

Glass, mirrors, marker boards, chalk D C414 221

D 415 C2 22

DC3 473 DC3 477 478 boards can 0 2 and other 0 3 inserts D C3 0 4 be

DC3 416 01

DC503 604

DC504 6 0Elite 5

substituted for any door panel*, and

Minister with Bolection Designer Series

20 4' x 8'

4' x 8'

Max Size: Double

8' x 8'

7' x 8'

Thickness

1-3/4"

Any

1,248 in

Max Insert Area C 305

26 28

C 308

14 16

inserts are tempered for safety, and 90 mirrors have a safety backing. 3' 6" x 8'

Fire Rating (Mins.) 5 Max Size: Single

C 310

Reeded

C3 1 1

1-3/4"

100 in

* Glass for Designer, DC3 5 01 DC3 5 0126 C3insert 1 3 options available 15 Traditions and Elite Series doors only.

C3 1 2

Premium Interior MDF Doors Solid panel and stile & rail construction doors

Cotswold

bottom rail

Unlimited design capabilities

7' x 8'

Engineered wood product will not shrink, warp or crack Machining capabilities to support all residential and commercial needs CAD/CAM integrated design and manufacturing D C512 643

D904 C513

D 912 C514

C601 D 913

Traditions Series T310 with Reeded D 914 D 915 C602 C604 C605 glass D 916 C610 ™

C611

All MDF construction—panels, edges,t face grain edges Fire-rated product also available

D 65 C3102

C 101

Designer Series D201 with RM1 Moulding

Designer Series D372 Traditions Series T917

D 67 C3103

Create your own unique design from sta

Construction of Stile & Rail Doors

609 DC506 610. it, 611 D 612 SeriesDC505 Custom Doors. . 28 C510 Dream designDC508 it or even sketch it on aC511

cocktail napkin—we’ll make your oneWarranty Information. . . 30 of-a-kind dream door a reality.

matching inserts can be incorporated FIRE-RATED DOORS into transoms and sidelites. All glass

Safety Meets Style

lock rail

stile

D C502 602

D C372 104

DC39 0 105

finish with Masonite’s Elite Series custom top rail

Give your new door added elegance wi

DC4201 01stile and rail DC4202 0 2construction DC4203 03 Traditional

DC 5 0331 8

DC 50 49 31

DC 530250

DC530261

T R A D I T I O EN SL IS E T REI E SS E R I E S

Allare components from solid Today, homes purchased tomade meet specific lifestyles

Open the door to your

and to satisfy the need to create multiple living

DC319 504

DC320 505

your choice of sizes, insets, sticking, panel DC322 508 D 510 D 511 C323 C401 C402

DC321 506

and moulding profiles SIN G LE H IP SC Oand O P silhouettes.

D O U BLE H IP *

All components made from solid pieces of double-refined MDF*

Fire-rated models available in flat panel only; call for specific ratings

3 C4205 D 04

C 204

C4208 D 05

*Components are fused with reinforced poly vinyl adhesive and UV cured 13 15 17 DC2 410 DC2 411 DC2 412

DC2 4 0161

DC2 4 0182

OVO LO * 403 DC 512

DC404 513

DC405 514

OGEE

BE VE L

DC406 515

DC408 52 2

C410 D 528

C411 D 6 01

C501

Raised Moulding

for glass and other inserts are routed

C4205 D 04

C 204

Because Bolection doors are made

C4208 D 05

*Components are fused with reinforced poly vinyl adhesive and UV cured Masonite’s are and to 213designed D C411 215constructed 217 DC4212 0 8 productsDC 410 DC412

DC4211 06

D C413 220

C 219

one-piece structure. This means even

D C414 221

T R U E R A D I U S TO P

T R U E R A D I U S PA I R

CLIPPED CORNER

lock rail

with time and use, inserts in our doors or cracked and broken glass. Glass, mirrors, marker boards, chalk

D 415 C2 22

DC3 473 DC3 477 478 boards can 0 2 and other 0 3 inserts D C3 0 4 be

DC3 416 01

RM1* D C502 602

DC503 604

DC504 605

RM2

8' x 8'

Thickness

1-3/4"

Any Silhouettes

Max Insert Area C 305

26 28

C 308

14 10 16

C 310

Reeded

4' x 8'

7' x 8'

1-3/4"

1,248 in

100 in

Satin

bottom rail

Profiles

D C512 643

D904 C513

D 912 C514

C601 D 913

Traditions Series T310 with Reeded D 914 D 915 C602 C604 C605 glass D 916 C610 ™

C611

Designer Series D372 Traditions Series T917

C O L L E C T I O N

DC4201 DC42002construction DC420033 01 2 Traditional stile and rail

D C318 503

DC319 504

DC320 505

your choice of sizes, insets, sticking, panel DC322 508 D 510 D 511 C323 C401 C402

DC321 506

and moulding profiles and silhouettes. panel

team of artists will make your dream come true until you are 100% satisfied.

Sizes up to 8' high and 3'6" wide Limited 5 year warranty Fire-rated models available in flat panel only; call for specific ratings

C2 D 4 0058

*Components are fused with reinforced poly vinyl adhesive and UV cured 213 215 217 DC410 DC411 DC412

DC420161

DC420182

center mullion

DC403 512

DC404 513

DC405 514

Because Bolection doors are made from a solid piece of material, openings for glass and other inserts are routed right into the door, preserving its solid

Satin

one-piece structure. This means even with time and use, inserts in our doors won’t loosen and won’t result in rattles

or cracked and broken glass.

D 4130 C22

C2 1 9

D 414 C2 21

D C415 222

DC416 301

Max Size: Double

C30 8

14 16

4' x 8'

8' x 8'

Thickness

1-3/4"

Max Insert Area C3 0 5

26 28

Any C3 1 0

Reeded

DesignerCYMA Series™D372 Collection Traditions Series C401 T917

7' x 8'

inserts are tempered for safety, and 90 mirrors have a safety backing. 3' 6" x 8'

7' x 8'

1-3/4" 1,248 in C311

™

CYMA doors are an excellent value for dealers who want to

lock rail

discriminating homeowner and custom home builder. Available in 1-3/8" and 1-3/4" thicknesses

will not warp, shrink or expand

1-3/4" 100 in

Fire Rating (Mins.) 5 Max Size: Single

4' x 8'

Max Size: Double

8' x 8'

1-3/4"

Max Insert Area

stile

cocktail napkin—we’ll make your one-

C 305

of-a-kind Engineered hinge edge for strong screw-holding power dream door a reality.

C 308

Radius corner profile edges allow for quick turnaround 20-, 45-, 60- and 90-minute fire-rated doors available

D C512 643

D904 C513

D 912 C514

C601 D 913

Traditions Series T310 with Reeded D 914 D 915 C602 C604 C605 glass D 916 C610 ™

DC650095

Any C 310

Reeded

26 28

cocktail napkin—we’ll make your oneof-a-kind dream door a reality.

14 16

™

bottom rail

and Reeded are trademarks of Masonite International Corporation. Please check with your Masonite dealer or distributor for current warranty terms and conditions. Our continuing program of product ™

1-3/4"

C 311

1-3/4"

To see more product offerings or find a dealer near you visit

W W100 Win. M100 A inS O N I T E . C O M * Glass insert options available for Designer,

1,248 in

C 312

C611

Designer Series D372 Traditions Series T917

DC610 D D 612 5 0 6it, design C611 5it0 8 C 510 Dream or even sketch it on a

7' ximprovement 8' 7' x 8' 7'design x 8' and product detail subject to change without notice. makes specification,

* Glass for Designer, DC5301 DC530126 C 3insert 1 3 options available 15 Traditions and Elite Series doors only.

DC 650054

inserts are tempered for safety, and 45For more information 60 90 call toll-free: (1-800-663-3667) mirrors have 1-800-663-DOOR a safety backing. , “Masonite. ,” Bolection , CYMA , Cotswold , Flemish , Satin , Minister 4' x Masonite 8' 4' x 8'The Beautiful 3' 6"Door x 8'

Limited lifetime warranty bottom rail

DC 60 43 50

matching inserts can be incorporated FIRE-RATED DOORS into transoms and sidelites. All glass

Thickness

™

offer customers a full line of designer carved doors or for the

stile DC 6 0520 2

Safety Meets Style Minister with Bolection Designer Series

carved doors, available in a wide variety of popular designs.

7' x 8'

1-3/4" 100 in C312

The CYMA collection offers 65 surprisingly affordable designer

Sizes up to 3'6" wide and up to 8'0" high

C501

6 Solid, 02 DC503 604 DC504 605 DC505 609 DC506 610 it, design D 611 D 612 C508 C510 D C502 one-piece wood composite construction Dream it or even sketch it on aC511

matching inserts can be incorporated FIRE-RATED DOORS into transoms and sidelites. All glass 20

C411 D 6 01

DC473 DC477 boards can 3 0 2 and other 3 0 3 inserts D C478 3 0 4 be

Minister with Bolection Designer Series Fire Rating (Mins.) 5 Max Size: Single

C410 D 528

™

Glass, mirrors, marker boards, chalk substituted for any door panel*, and

Safety Meets Style

DC406 515 DC408 52 2 CYMA Collection C308

DC473 DC477 boards can 302 and other 303 inserts D C478 304 be

DC416 301

substituted for any door panel*, and

MIC-12324 / 9064

3 C20 5 D 404

C2 0 4

D C415 222

Share your idea with us and our expert

All components made from solid pieces of double-refined MDF*

D C414 221

High quality cope and stick joinery Hundreds of design options

Flemish

Traditions Series T510

DC3190 05

top rail

Give your new door added elegance with

D C372 104

finish with Masonite’s Elite Series custom doors.

Bolection Elite Series

Create your own unique design from start to

D 3 67 C1 03

I M AG I N AT I O N Construction of Stile & Rail Doors

CYMA Collection

Available in Routed and Raised Moulding Profiles

Bolection Traditions Series

Bolection Designer Series

About Masonite’s Bolection Premium Interior Doors

Open the door to your

D C413 220

C 219

T R A D I T I O EN SL IS E T REI E SS E R I E S

or cracked and broken glass.

D 3 6 52 C10

lock rail

Glass, mirrors, marker boards, chalk

Bolection Bolection

™ SG IELG AT& NBO SFELS PLO RI O OSRSL SI O CY UM A S TFAO FD SO M TEPIR O LD RA O O RR EA LSOIP D IO ETSD ITO GFNO N

C1 0 1

C64 01 11 D

won’t loosen and won’t result in rattles

* Default option. **Not available for flat panel profiles.

C52 4 180 D

with time and use, inserts in our doors

Cotswold

4 028 DC52

one-piece structure. This means even

1-3/4"

100 in

* Glass for Designer, DC3 5 01 DC3 5 0126 C3insert 1 3 options available 15 Traditions and Elite Series doors only.

C3 1 2

406 DC515

right into the door, preserving its solid timeless performance.

of-a-kind dream door a reality.

7' x 8'

1-3/4" 2

C3 1 1

405 DC514

for glass and other areand routed and carefully selected to ensure lastinginserts durability

stile

cocktail napkin—we’ll make your one-

inserts are tempered for safety, and 90 mirrors have a safety backing. 3' 6" x 8'

NO MOULDING

4' x 8'

Max Size: Double

RAISED MOULDING

G OT H I C TO P

Fire Rating (Mins.) 5 Max Size: Single

RM3**

DC506 610 it, design D 611 D 612 C508 C510 Dream it or even sketch it on aC511

DC505 609

substituted for any door panel*, and TM

404 DC 513

piece of material, openings wood, fiberglass,from steelaorsolid composites—are engineered

won’t loosen and won’t result in rattles

matching inserts can be incorporated FIRE-RATED DOORS into transoms and sidelites. All glass

Safety Meets Style

Minister with Bolection Designer Series

403 DC 512

Because Bolection doors are made exacting standards and specifications. All materials—

right into the door, preserving its solid

Satin

center mullion

more beautiful, more valuable and more enjoyable.

center mullion

from a solid piece of material, openings

Designer Series D201 with RM1 Moulding

Fire-rated models available in flat panel only; call for specific ratings

and innovative products that will make every home

true until you are 100% satisfied.

Limited 5 year warranty TM

lifestyle needs, Masonite is continually creating new

Flemish

team of artists will make your dream come

Sizes up to 8' high and 3'6" wide

Flemish

Limited 5 year warranty

Share your idea with us and our expert

Sticking

true until you are 100% satisfied.

Sizes up to 8' high and 3'6" wide

panel

Hundreds of design options

team of artists will make your dream com

environments within a single home. To meet these

Give your new door added elegance with DC 5 0318 3

High quality cope and stick joinery

top rail

Share your idea with us and our expert

pieces of double-refined MDF*

Bolection Elite Series

DC2 4 01 DC2 4 002construction DC2 4 0033 01 2 Traditional stile and rail

DC1 390 05

D 372 C1 04

finish with Masonite’s Elite Series custom doors.

CYMA Collection

Create your own unique design from start to

Construction of Stile & Rail Doors

D 67 C3103

Bolection Traditions Series

Cotswold D 65 C3102

Bolection Designer Series

I M AG I N AT I O N

Panel

C 101

About Masonite’s Bolection Premium Interior Doors

and moulding profiles and silhouettes. panel

Bolection Bolection ®

your choice of sizes, insets, sticking, pan DC530282 D D 511 C510 323 C 401 ®

the beautiful doorcope and stick joinery High quality

Hundreds of design options ™ D IELG AT& NO SFES D PLO ETTD RI A O TOIFNO LOSRL SI O CY UM S TAO SM TEPISG O LD RO O RRA LSOIP IO

won’t loosen and won’t result in rattles

D C413 220

C 219

index

for glass and other inserts are routed right into the door, preserving its solid

the beautiful door

I M AG I N AT I O

C501

Because Bolection doors are made from a solid piece of material, openings

T R A D I T I O EN SL IS E T REI E SS E R

premium interior doors Open the door to y

true until you are 100% satisfied.

Bolection Designer Series

™ D IELG AT& NO SFES PLOT D RI O TOFNO OSRL SI O CY UM S TAO SM TEPISG O LD RO O RRA LSOIPI O

team of artists will make your dream come

About Masonite’s Bolection Premium Interior Doors

Limited 5 year warranty

panel

Share your idea with us and our expert

Bolection Bolectio ®

Give your door elegant dimension with a variety of sticking, panel and moulding profiles.

All components made from solid pieces of double-refined MDF*

Flemish

Bolection

Choose from our vast selection of ready-to-order designs, or create door. DC319 5 0 4your ownDcustom 505 DC321 506 C320

DC 5 0318 3

High quality cope and stick joinery

top rail

Hundreds of design options

C 204

finish with Masonite’s Elite Series custom doors.

Bolection Elite Series

DC2 4 01 DC2 4 002construction DC2 4 0033 01 2 Traditional stile and rail

Create your own unique design from start to

DC1 390 05

D 372 C1 04

t o F i t Yo u r H o m e

CYMA Collection

D 67 C3103

Bolection Traditions Series

Cotswold D 65 C3102

C 101

Bolection Designer Series

I M AG I N AT I O N

PERFECT D O O R

Construction of Stile & Rail Doors

2013 Masonite

T R A D I T I O EN SL IS E T REI E SS E R I E S

Open the door to your

How to Create the

About Masonite’s Bolection Premium Interior Doors

™ D IELG AT& NO SFES PLOT D RI O TOFNO OSRL SI O CY UM S TAO SM TEPISG O LD RO O RRA LSOIPI O SERIES

COVER: Designer Series D315

DC5315 01 DC5316 02 C 313 Traditions and Elite Series doors only.

DC 6 4531 2

CD591034

C 5 1D4912

C 6 0 1 D 913

Traditions Series Reeded D 915 C 6 0 2 D 914 C 6T310 0 4 with C 6 0 5 glass D 916 C610 ™

catalogs [ browse catalog on ISSUU ] BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM

COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER P’S & Q’S STARS & STRIPES TRACK

WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER

P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY

FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK &

CONNECTING

& SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN &

DOORS

ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI &

INSIDE & OUT

I E S

CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & most unforgettable & CARRIAGE SHOES & SOCKS FIRE & ICE History’s NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER P’S & Q’S STARS PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT partnerships leave a lasting STRIPES TRACK & FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER impression of perfect unity &and

YANG HALL & OATES HORSE & CARRIAGE your SHOES & SOCKS style FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & home’s unique from & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA CHANDLER P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS inside page& WHISTLES MACARONI & CHEESE UPS & & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS CHANDLER P’S & Q’S STARS & STRIPES the TRACK & out. FIELDTurn the BELLS DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & to open a world of memorable & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN

2 0 1 BONNIE 4 NEW P R O D U C& TORDER S new connections FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT in doors. BRIDE & GROOM SAND & SEA SUIT & TIE BACON & & MOON & CLYDE LAW BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & WHISTLES MACARONI & QUEEN MONICA & CHANDLER

P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET

CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & 2 &

SOUR LEWIS

CLARK CHIPS

DIP SHAVE

HAIRCUT ROCK

ROLL CUP

SAUCER BREAD

SOUR LEWIS

CLARK CHIPS

DIP SHAVE

HAIRCUT ROCK

ROLL CUP

SAUCER BREAD

& BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND

BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER

BOLECTION® DESIGNER SERIES D310

ith

nel C402

& CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & will debut a selection of new NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & door combinations to blend CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM

m doors.

Bolection Elite Series

art to

& A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE artful balance. In 2014, Masonite & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE &

CYMA Collection

Bolection Traditions Series

your

P’S & Q’S STARS & STRIPES TRACK

E Q U A L

FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK &

PA R T S

ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW &

SIMPLE, SLEEK & S O P H I S T I C AT E D MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE

ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER

STRIPES TRACK & FIELD

P’S & Q’S STARS

new

3 PANEL EQUAL STEEL EXTERIOR DOOR

3 GLASS DESIGNS TO CHOOSE FROM

BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT

BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER

Naples | 366 ®

& LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE &

CONNECTING DOORS

NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN &

Pear | 116

YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM Pair our NEW 3 Panel Equal & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA s te e l e x te r i o r d o o r w i t h CHANDLER P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & matching interior DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODYMDF & SOUL Q door & A COPS & ROBBERS SWEET & SOUR LEWIS

Element | 328 ®

& CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK ROLL balance CUP & SAUCER BREAD & BUTTER FORGIVE & to create the & perfect FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & of durability sophistication. EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED

C501

INSIDE

OU T

& GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER

P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & WHISTLES MACARONI &

UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET CHEESE 4

SOUR LEWIS

CLARK CHIPS

DIP SHAVE

HAIRCUT ROCK

ROLL CUP

SAUCER BREAD

BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP

& SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK &

Other Masonite Connections

INSIDE & OUT

COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES

CLARK CHIPS Belleville Smooth with Chord Glass

DIP SHAVE

Cheyenne

SOUR LEWIS

INTERIOR

HAIRCUT ROCK

EXTERIOR ®

ROBBERS SWEET

Saddlebrook

INTERIOR

A COPS

Belleville Fir Hollister with Element Glass

® ®

Belleville Smooth Cheyenne

Barrington Flagstaff with Spanish cedar AvantGuard finish ®

SOUL Q INTERIOR

EXTERIOR

STRIPES TRACK & FIELD BELLS & BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE

3 Panel Mission with Mosaic Glass

PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER P’S & Q’S STARS &

8'0" Belleville Hollister Mahogany Textured with Pear Glass and applied SDL

CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW &

& SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK &

MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE

EXTERIOR

BELLS & BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY

Belleville Fir Craftsman with Naples Glass

& SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER P’S & Q’S STARS & STRIPES TRACK &

ROLL CUP

& A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIEGRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM 8'0" Lemieux French Mahogany Wood Door with Pear Glass

FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA &WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER

P’S & Q’S STARS & STRIPES TRACK

Wood French Door with Chord Glass

& CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE && SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY &

CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN &SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE ®

EXTERIOR

HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM& GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & ®

EXTERIOR

& EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA &COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE ®

Palazzo Treviso

CHANDLER P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & BELLS & WHISTLES MACARONI & CHEESE UPS & & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER

P’S & Q’S STARS

DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWISSTRIPES TRACK & FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK ®

INTERIOR

& CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE && ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & GROOM SAND & SEA SUIT & TIE BACON && GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS & INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS& SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK &

aC 5 1 1

& HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & DANCE CATS & DOGS COWBOYS &WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA CHANDLER P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & WHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & Every great collaboration requires a seamless blending of individual elements, each contributing a INDIANS TEA & CRUMPETS SPAGHETTI & MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGARSOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD & BUTTER FORGIVE & FORGET ROMEO & JULIET THUNDER & LIGHTNING IN & OUT BRIDE & distinctive quality mix. Masonite’s selection of coordinating doors pairs the style & resilience & SEA SUIT &to TIEthe BACON & EGGS SUN & MOON BONNIE & CLYDE LAW & ORDER BISCUITS & GRAVY PEACHES & CREAM STICKS & STONES HIS & HERS HERE & NOW FISH FINGERS & CUSTARD MILK & COOKIES SONG & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & ICE NUTS & BOLTS FREDGROOM SAND of an entry & door with the beauty & durability of its interior & award-winning DOGS COWBOYS INDIANS TEA & CRUMPETS SPAGHETTI & counterpart. MEATBALLS CREAM & SUGAR STILE & RAIL CAKE & ICE CREAM SUGAR & SPICE YIN & YANG HALL & OATES HORSE & CARRIAGE SHOES & SOCKS FIRE & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING && DANCE CATS QUEEN MONICA & CHANDLER P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & BELLS & WHISTLES MACARONI& ICE 12 NUTS & BOLTS FRED & GINGER ADAM & EVE SALT & PEPPER PEN & PAPER BLACK & WHITE SOAP & WATER RISE & SHINE KING & QUEEN MONICA & CHANDLER

P’S & Q’S STARS & STRIPES TRACK & FIELD BELLS & 13

& CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEETWHISTLES MACARONI & CHEESE UPS & DOWNS BOYS & GIRLS PEANUT BUTTER & JELLY BODY & SOUL Q & A COPS & ROBBERS SWEET & SOUR LEWIS & CLARK CHIPS & DIP SHAVE & A HAIRCUT ROCK & ROLL CUP & SAUCER BREAD &

2O14

Get Connected

INSIDE & OUT

Finding the perfect door to complement your home’s unique style is easier than ever at Masonite.com. Browse thousands of options, get pricing information and find out where to buy without ever leaving the comfort of your home.

MORE SELECTION Browse the ‘Products’ section for our full line of entry doors & glass.

MORE OPTIONS Experiment with our Max configurator to create the ideal door for your home.

S IM P LY D E S IG N YO UR

PERFECT MATCH W IT H

C611

the beautiful door

MORE LOCATIONS Select ‘Where to Buy’ from our home page to find a Masonite dealer near you.

Designing the ideal door to complement your home’s entryway is easier than ever with Masonite’s Max® configurator. Experiment with thousands of customization options, get pricing information and find out where to buy without ever leaving the comfort of your home.

Scan the QR code or visit www.masonite.com to start creating your home’s perfect match. 14

portfolio : masonite : marketing media — 23 back to contents

Brand Identity + Collateral Design

[ situation ]

[ strategy ]

[ solution ]

[ skills ]

Jay Hewlett, a California-based actor and comedian, has been touring the US, Europe and Asia for nearly 20 years. His website, social media, business cards and merchandise had not been updated in over a decade and lacked a consistent, modern visual aesthetic.

Jay’s professional brand needed to communicate his comedic abilities and evoke the unique feeling of live, onstage performances, yet still be serious enough for acting resumes and press materials.

The tagline ‘actor. comedian. man with issues.’ embraces both careers and evokes the theme of much of his comedy material— grumpy, middle-aged everyman. The vintage microphone from some tour material was repeated in his logo, flanked by his name in a simple sans serif with cheeky touch in the ‘E’ nestled in the lap of the ‘L’ in Hewlett. Jay’s ‘lucky shirt’ inspired his bright, almost neon color scheme.

Brand identity design Web UI/UX design WordPress site development Print design Copywriting Social media

portfolio : jay hewlett : rebranding — 25 back to contents

website [ browse jayhewlett.com ]

portfolio : jay hewlett : rebranding â&#x20AC;&#x201D; 27 back to contents

print collateral

social media

portfolio : jay hewlett : rebranding â&#x20AC;&#x201D; 29 back to contents

Brand Strategy + Identity Development [ Graduate Thesis Project ] Full Sail University Media Design MFA Program 2015

[ situation ]

[ strategy ]

[ solution ]

[ skills ]

Originally branded ‘Urban Gardens to Go’, Austin, Texas-based Yuji creates and distributes compact urban gardening kits. The company’s emphasis on community interaction & philanthropy encourages young adults in the local area to invest in the social, educational, physical and spiritual benefits of gardening.

Yuji’s objective was to position its 4-point growth philosophy as an antidote to loneliness, depression and anxiety fostered by an increasing dependency on online interaction. Competitive audits and surveys revealed no one else in the market was targeting the coveted millennial demographic leaving the field wide open for Yuji to position itself as a brand leader.

The name Urban Gardens to Go had limited equity and was not distinctive or catchy. Yuji is shorter, friendlier and more memorable. The tagline ‘grow together’ is an inviting, multidimensional expression of social activity, personal maturation and community improvement. This message is emphasized with an authentic voice, bright colors, candid imagery, quirky shapes and a logo featuring a leaf speech balloon to indicate the product’s social aspect.

Market research Brand strategy Identity development Copywriting Web & print design Motion graphics Video production Voiceover Social media

portfolio : yuji : brand development — 31 back to contents

competitive audit [ browse book on ISSUU ] Competitive Analysis

Brand Position

Differences • Promotes cooperative social interaction • Employs advanced irrigation technology • Delivery & setup limited to Austin area • Offers seed subscription service

Differences • Indoor and outdoor options • Brick & mortar and online stores • Offers food preservation supplies • DIY version is easy/cheap

SIMILARITIES • Compact, self-contained system • Offers educational resources • Provides seeds and supplies • Custom designs available DIFFERENCES • Requires special seeds & growth media • Most products require custom quote • Indoor-only options • Technologically sophisticated

SIMILARITIES • • • •

Urban Gardens To Go

ACTIVE

social interaction

Compact, self-contained system Offers educational resources Provides seeds and supplies

PASSIVE

Custom designs available

DIFFERENCES • • • •

methods

Similarities • Compact, self-contained system • Offers educational resources • Provides seeds and supplies • Custom designs available

growing

Similarities • Compact, self-contained system • Offers educational resources • Provides seeds and supplies • Custom designs available

MINI FARM BOX

Urban Gardens To Go

ADVANCED TECHNOLOGY

MINI FARM BOX

All products are 100% renewable cedar No indoor options

Advanced water-efficient irrigation Installation service in LA area

TRADITIONAL APPROACH

Persona: Janet

Persona: Travis Hobbies: Values:

Image: Janet Sanabria. Used by permission.

Urban Gardens To Go COMPETITIVE ANALYSIS

Lifestyle:

Cuban American female, 27 In a relationship Graphic Designer with 4-year degree

MDM650 MULTI-PLATFORM DELIVERY MELISSA GRIDLEY • APRIL 2015

Urban Gardens To Go

Urban Gardens To Go is the only

Makes $60K/year Lives in an apartment in Austin, TX

She’s a confident, happy, free spirit who is as at home on the beach as in the boardroom, and is well loved by those around her. Her social circle is large, including college friends, work colleagues, members of her local AIGA chapter, workout buddies and her current boyfriend, Kieran, an Irish pilot she met in Barcelona. Janet is socially active most weekends, but also enjoys time at home with her cats Pepito & Chewy (and her King-sized bed, to which she has a deep attachment). She jumps at the chance to dine out and professes to “love every kind of food equally—except popcorn.” She’s been known to stash Tabasco packets in her purse, and once won a Cubicle of the Month contest at work for her “sunny disposition and stellar hot sauce collection.” Her Pinterest boards are mostly bikinis, exotic getaways, healthy recipes and funny quotes, in that order. She has a great sense of humor and her distinctive, bubbly laugh is heard often throughout the day.

Cooking, reading, movies, gadgets, photography

Family, professional success, civil rights/equality

Comic book lovers, geeks, LGBT community

Social Media:

Instagram, Pinterest, Tinder, Snapchat, Twitter

Wants:

Marriage/kids, financial security, professional success, health/wellness

Janet is a young graphic designer for a national company based in Austin, Texas. The second of six children, she was raised in Miami with her large extended Cuban family. She is deeply devoted to her parents—a heart surgeon and a homemaker who divorced when she was 12. She goes home to Florida as often as she can.

Stats

Tribes:

Foodies, Apple devotees, designers, travelers, Bon Iver fans, CrossFit

Social Media: Wants:

Values:

Instagram, Facebook, Snapchat, Flickr, Twitter

Marriage/kids, financial security, professional success, health/wellness

Lifestyle:

Travis is genuine, fun, and outgoing. His temper flares quickly but he is forgiving, compassionate, and quick to defend the underdog. He values his family and close friends but enjoys being a homebody. He texts more than he talks and is never without his phone for tweeting quotes, posting pictures of his boyfriend and their dogs, and taking more selfies than he’ll admit to. He and his partner intend to marry and start a family as soon as the state of Texas allows.

Image: Dollar Photo Club

Tribes:

Hobbies:

Travel, dining out, healthy living, music/concerts, dancing

Family, professional success, authenticity/sincerity

Stats African American male, 32 Engaged/life partnership IT Professional with a 4-year degree Makes $100K/year

Photography is a hobby, although he tends to use his Galaxy S5 more than his Nikon. His bookshelf is populated with classic comics, cookbooks and book-to-film bestsellers. He’s a huge fan of classic science fiction and named his German Shepherd ‘Takei’ after his favorite Star Trek cast member and lifestyle icon. Travis doesn’t identify as an environmentalist because, to him, the term carries narrow-minded or corrupt political connotations (Benderev, 2014). Sustainability is built into his lifestyle as a habit; he avoids processed food, takes public transit, recycles Coke cans, and buys produce at the local farmer’s market. As a member of the LGBT community, Travis actively supports civil rights organizations in the quest for true equality for all.

Lives in a townhome in Austin, TX

Voice, Tone & Narrative

Media Mix

provider of ready-made urban gardening kits that emphasizes social & community

Urban Gardens-To-Go (UG2G) provides ready-made kits, professional support and tutorials, and mobile services for start-up & maintenance of urban garden spaces. UG2G makes urban gardening

Austin, TX who want to enjoy the social and nutritional benefits of gardening in an era of decreased personal connection.

available & convenient to individuals in Austin, TX.

UG2G BRAND PROFILE

Strengths • • • • • •

Easy and convenient gardening kits High rate of return on energy, money, resources Fosters social connections Accredited educational programs Highly customizable solutions Convenient, personal service

Opportunities • • • • • •

Influx of millennials to urban areas Drought increasing retail cost of fruits & vegetables Established & emerging social media outlets Increased interest in health & nutrition Consumers willing to invest in organic foods Demand for food-chain transparency

Weaknesses • • • • • •

Some kits are expensive to start Limited product line initially Limited delivery area for larger kits Perishable inventory vs. unpredictable demand Single-source supply chain for water reclamation kits In-house delivery service expensive

Threats • • • • • •

Lack of awareness of gardening benefits Lack of interest in environmental issues Perceived complexity/lack of expertise Perceived expense of kits (front-end investment) Municipal zoning ordinances Cooperation of local educational programs

Voice & Tone Three key psychographic factors of this audience are advanced marketing savvy, high levels of optimism, and a marked lack of social trust. Millennials know when they’re being marketed to and resent any attempt at pandering or manipulation (Pardee, 2010). They respond to simplicity, authenticity and humor, and are inclined to react to valuable content by sharing it with their peers.

Whatever You Do, Don’t Advertise

Narrative You step onto your balcony, snap a pic of your overflowing vegetable garden and wait for your phone to register what’s on the menu tonight.

Your mouth waters as you grab a warm, ripe tomato, pull a handful of crisp lettuce and dig your fingers into a box of soft, cool earth for a tangy yellow onion. Who knew a few online tutorials could turn a black thumb so deliciously green? You check your phone again, find a neighbor willing to swap some arugula for a few cucumbers, and thirty minutes later the two of you sit down to a dinner you created from seed to plate.

The voice and tone of Urban Gardens will be cheerful, direct and authentic. It strives to tell the truth even when the truth is ugly, because the audience prides itself on knowing when it’s being lied to. No spin here. Keep it short, honest & cheery.

He’s so impressed, you realize you might #NeverEatAlone again.

Image: Dollar Photo Club

Millennials digest advertising like cats complete with an entertaining blog detailing the

digest milk; that is, contrary to conventional wisdom, not well. Study after study has found traditional advertising—and even traditional media outlets—can do more harm than good to a Gen-Y focused campaign. Therefore UG2G will focus on creating native content—editorial or educational videos and articles in which the story is front and center while the brand is a storyteller rather than a salesman.

ONLINE VIDEO (Affiliation/Social Interaction) While Millennials are huge consumers of video content, the percentage tuning into network television is dropping steadily. Online streaming services like Netflix and Hulu are preferred for original programming and movies, while YouTube and Vimeo are highly rated for other short form content. The format is well-suited to the affiliation aspect of the narrative, as it allows for a powerful visual demonstration of the brand’s social component. MICROSITE/BLOG (Understanding/Education) The brand’s educational component will be best expressed in an instructional microsite

adventures of amateur gardeners. Studies show 1 in 3 Millennials select blogs as a top media source, while less than 3% rank TV news, magazines and books as influential in their consumer habits.

THE OVERARCHING GUIDELINE for each mode of engagement will be to tell a story with warmth, heart and sincerity, be candid & charming, and don’t ever get pushy or preachy. The bottom line— whatever it is, it can’t look like advertising.

SOCIAL MEDIA (Recognition/Environment) One survey found 62% more Millennials are likely to become a loyal customer if a brand engages them on social networks. Social media channels were made for the #humblebrag. If the target audience is raising beautiful vegetables on their own balconies, they’re certainly going to Instagram the #foodporn that results from their #tinygarden. It’s not enough to care about the earth—to make a difference, you actually have to #growapear. GUERRILLA CAMPAIGN (Novelty/Technology) or (Stimulation/Cuisine) The physicality and novelty of guerrilla marketing makes it a great fit for the ‘technology meets biology’ chapters of UG2G’s story. Since the target audience is mostly concentrated in one area, the brand has many opportunities for personal engagement through local venues like restaurants and retail outlets.

Image: Dollar Photo Club/Andy Dean

Brand Profile

interaction to young adult residents of

brand guide [ browse book on ISSUU ] brand profile

page title

URBAN GARDENS TO GO IS THE ONLY provider of urban gardening kits that emphasizes social & community interaction to young adult residents of Austin, TX who want to enjoy the social and nutritional benefits of gardening in an era of decreased personal connection.

Weaknes ses

Some kits are

Strengths

resources gy, money, ns on ener High retur onent social comp Integrated ity activity /commun charitable for t Outle al programs d education Accredite

expens ive to star t duct line initially Limited deliver y area for Perisha larger kits ble pro duct/un predict able dem and Limited pro

YUJI—ORIGINALLY URBAN GARDENS TO-GO—provides complete microfarming kits, supplies, home delivery & installation, as well as ongoing professional support, online and in-class educational opportunities, and integrated mobile apps. Yuji has everything an urban gardener might need to make gardening in small spaces easy, convenient & fun for both nature-loving newbies & seasoned professionals.

Threats

Opportunities

benefits ess of gardening Lack of awaren issues t in environmental Lack of interes se xity/lack of experti Perceived comple ent) investm nd e (front-e Perceived expens

No one else markets to millennials Drought increasing retail cost of produce Increased interest in health & nutrition Demand for food-chain transparency

planning [ M A R K E T R E S E A RC H ]

PLANNING • BRAND PROFILE

narrative

brand name CRITERIA

You step onto your balcony, snap a pic of your overflowing vegetable garden and wait for your phone to register what’s on the menu tonight.

BOOK

SECTION • PAGE

He’s so impressed, you realize you may #NeverEatAlone again. 6

Part 3: Growth

brand profile

the urban brandscape

competitors

packaging

narrative

uniforms

brand name

fleet

Unique noun with depth, style

interesting or memorable.

and brevity

Too many words; will invariably

Short, nickname resistant, just

be shortened to ‘Urban Gardens’ or ‘UG2G.’

EASY TO SPELL/SAY

LIKEABILITY

Literal—suggests ‘fast food’ of city farms.

like top 25 Millennial brand favorites (Moosylvania, 2015). Phonetic form of Urban Garden acronym (UG), foundation of the Japanese word for friend.

Easy to spell, but a mouthful at

Easily to say, hard to

7 syllables. Awkward triptych

mispronounce, rolls naturally

at the end.

off the tongue.

Suggests ‘fast food’ —an

Simple, friendly and

increasingly unpopular dietary

lighthearted. It’s layered in

choice (Miller, 2014).

meaning and fun to say.

THE YUJI COLOR PALETTE has been carefully chosen to emphasize optimism, simplicity and authenticity. Cheerful orange suggests convenience and familiarity, communicating the seamless ease with which Yuji fits into a busy young life. Green is a fast, clear indicator of growth and green practices, blue inspires trust and comfort, and soft yellow accents convey economy without sacrificing quality.

editorial stationery

IN THE COURSE OF DEVELOPING the brand’s strategy, a disconnect emerged between the original name and its growing voice & tone. As voice & tone are driven by the audience, and the audience is determined through strategic differentiation, it made more sense to change the name than to redirect the entire strategy. At left, each option is weighed against Marty Neumeier’s ‘7 Criteria for a Good Name (2006)’ to find the best match for the brand.

Urban Gardens To Go gets shortened to

UG2G

Yuji

or even

Japanese for

‘friend’ PLANNING • BRAND NAME

typography

colors

contents Part 1: Planning

PAGE • SECTION

YUJI

Not particularly special,

BREVITY

APPROPRIATENESS

Image: Dollar Photo Club

PROJECT

Melissa Gridley MFA Media Design Full Sail University

URBAN GARDENS TO GO

DISTINCTIVENESS

Your mouth waters as you grab a warm, ripe tomato, pull a handful of crisp lettuce & dig your fingers into a box of soft, cool earth for a tangy yellow onion. Who knew a few online tutorials could turn a black thumb so deliciously green? You check your phone again, find a neighbor willing to swap some arugula for a few cucumbers, and thirty minutes later the two of you sit down to a dinner the two of you created from seed to plate.

Neris Semi-bold AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz

Nexa Rust Script provides a modern accent for subheads and call-outs, communicating openness and approachability

1234567890&()!?;,.

Part 2: Planting

Part 4: Harvest

philosophy

smart phone app

voice & tone

video series

mood boards

website

colors

social media

typography

UPI

imagery & shapes

guerrilla campaign

1 234567890&()!?:;,.

logo development

future growth

Neris Thin

survey

references

final logo

AaBbCcDdEeFfGgHhIiJjKkLlMm

logo usage

clear space

NERIS IS A CLEAN, BOLD TYPEFACE with curved edges & a quirky, uncomplicated personality that invites the viewer to engage in an authentic and friendly conversation. Its large family provides lots of flexibility, but text will be mainly set in ‘thin’ for body copy and ‘semi-bold’ for headlines & titles.

Nexa Rust Script Aa B b CcD d Ee Ff GgHhIiJjK kLl M m Nn OoPpQqRr Ss Tt UuVvWw Xx YyZz

NnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890&()!?;,. CONTENTS

COLORS • PLANTING

PLANTING • TYPOGRAPHY

portfolio : yuji : brand development — 33 back to contents

page title

web & app UI

portfolio : yuji : brand development â&#x20AC;&#x201D; 35 back to contents

applications

portfolio : yuji : brand development â&#x20AC;&#x201D; 37 back to contents

page title

EDIUG ELYTS DNARB pot ot kcab