ABS Doors & Timber
We established a high-impact visual content system that elevated ABS Doors’ catalogue presence and strengthened architectural credibility.
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problem
This absence of clarity translated into limited saleability. Without a strong architectural identity, the designs struggled to communicate value, quality, or intent making it challenging for customers to immediately understand where the product sat within the market. From an architectural perspective, the forms were not resolved enough to feel structurally considered or purpose-driven. Panel layouts and detailing lacked definition, resulting in doors that appeared generic rather than deliberate. As a result, the range did not present as architecturally solid or compelling in a catalogue or specification context.
solution
The catalogue and visual concepts focus on material honesty, proportion, and restraint, allowing the craftsmanship of each door profile to be the hero. White and timber finishes are showcased within warm, off-white interior environments to enhance joinery detail, improve tonal accuracy, and create a premium residential context. This approach ensures the doors read as aspirational architectural elements rather than commodity building components.
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see also
