the house specialty: cabinets over easy

Who says cabinetry has to be complicated? We worked with Masco Cabinetry to create a new dealer-exclusive brand that’s designed to simplify.

women leaning over desk studying blue prints

The opportunity

To give kitchen and bath dealers a unique offering in their markets, Masco Cabinetry envisioned an exclusive new brand with a curated product selection and a personal touch.

The Process

Start with the designer in mind. From identity and product naming, to catalogs, digital app and sales tools, every element was crafted and refined to facilitate a simple, inviting experience that helps designers more quickly close the sale.

we delivered

A fresh new brand not available at the local big box retailer or other dealers — designed to help shorten the sales cycle with the perfect balance of simplicity and possibility.

one two one

The name represents a key differentiator for both dealers and homeowners — a highly personalized experience.

brand pillars

Designed to customize the dealer experience

Designed to streamline selection and sales

Designed to support your success at every step

More than the right cabinets. The right connections.

In the logo, three Os align in a perfect triangle, suggesting both the work triangle of a kitchen floorplan, and the relationship among cabinet maker, dealer/designer and homeowner.

cooked eggs in a skillet on a wood cooling plate

We believe every great design, and every great business, begins with a personal conversation.

introducing the style profile scale

We replaced arbitrary style names with an intuitive numeric system from simple to ornate.

a row of cabinet doors from simple to ornate

Absolutely rock solid. And beautiful. And fresh. And engaging. I’m just so excited to see where we go next.
Director of Marketing, Masco Cabinetry

kitchen countertop with all of the cookie making supplies scattered about and cooling cookies on a rack

goodbye takeaway. hello bringback.

They asked for a takeaway piece. We said, “Let’s give people something they want to bring back instead.” Behold: The bringback. This little workbook makes it fast and fun to get started.