DoorCo MD Dan Sullivan unveils the brand evolution the company has recently undergone: “Over the last decade DoorCo has grown to become a serious player in the UK composite door market. When a company goes through such exponential growth, you would expect it look different. DoorCo may be bigger, but it is also better than ever before. We strongly believe this is because the foundations of our business have remained consistent: the fundamental beliefs and behaviours set out back at the beginning, still underpin everything we do today.
“A big change this year has been the creation of our house of brands, developed to give individual identities to our products under the DoorCo umbrella. Creating these separate brands gives them personality so they stand out from the crowd and appeal to customers with different tastes and requirements. But it is what sits at the top that is the most important factor, and following the work done with our creative partners to launch our two new products Gripcore and Flip, we were inspired to look at how DoorCo itself is represented.
“DoorCo is still essentially a composite door component supplier, and while our company name might be obvious, it is synonymous with what we do and the reputation we have developed. This is as much our brand as our logo is and therefore, it was important that this exercise focused on evolution, not revolution. It had to mark the progression of DoorCo as a business but retain our identity that has been with us from the beginning and is still important to us today. This is represented by the Co in DoorCo.
“Although the visual identity has been modernised, our logo has been given a facelift with a new font and colour scheme, we’ve added a new tag line – ‘Whatever it takes’ – which aligns with our attitude and indicates what you can expect from dealing with DoorCo, and we have developed stamps and idents that show we’re proud of the quality of our products and services, the same core logo remains. This is because for us, the Co represents a set of principles that we live and work by. The foundations of what makes us, us and the cornerstones of our business. These are our compass and include values like Conscientious, Committed, Collaborative, Considered, Connected, Consult, Complete, Communicate and Committed.
“For the last 18 months we’ve all been at ‘code red’. New customers that have joined DoorCo since March 2020 probably aren’t aware of what we truly stand for, so the rebranding has given us an opportunity to take stock and re-group, and most importantly remind everyone of the spirit that built DoorCo. Our foundations are what has seen us through a very turbulent period and has enabled us to emerge stronger. It’s time to re-establish the ground rules and set the compass to take us on to the next level.
“Our compass and the meaning behind our values, and our brands are all demonstrated on our new website, that has been given a full overhaul in line with the new brand.”