Grupo Doorcats

Founded in Valladolid in the 70s as a family business selling and installing doors, Grupo Doorcats had grown to become a leader in carpentry services and products. With operations in Íscar, Valladolid, and Ibiza, the company had expanded its offerings and reach, as well as the complexity of its narrative.

Grupo Doorcats, Los Gatos, and Doorcats coexisted as names for the same operational entity, but not as a clear brand system. The offering was broad, the audiences diverse, and communication wasn't accurately conveying all the inherent value.

The challenge was clear: transform the brand into a true business tool. Organize the structure, align the team, and build a system capable of communicating more clearly to each audience without losing the overall strength.

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Defining the new brand architecture

To achieve this, we defined a new hybrid architecture. Grupo Doorcats took on the role of the parent brand or, in this case, the family brand. It is the brand that unites the team, leverages shared roots, and gives meaning to the whole.

From there, we shaped two service brands with clear roles. Los Gatos, as a leading provider with a strong track record in carpentry and hardware sales and services for professionals and individuals. Doorcats, as an expert team in design, installation, and inspiration for special projects.

Connecting Identities

The group's visual system was built upon the concept of roots, understood as family ties, shared experience, and future projection. From this foundation, we designed an understated, solid, and flexible corporate identity, intended to function as an institutional signature and as a link between the group's brands. The family brand needed to convey authority and coherence without overshadowing the service brands, helping them coexist within the same system.

The palette was resolved with a base of black, cream, and green, a color that evolved from the original brand. The neutral tones provide restraint and consistency to the corporate brand, while green acts as a common thread for the system and reinforces the connection between Grupo Doorcats and Los Gatos. At the same time, the understated nature of the base allows it to coexist with Doorcats' more elegant and aspirational universe.

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The voice of the wood family

The verbal identity shaped a common voice based on the knowledge and approachability of the wood family: an expert, natural, and familiar way of speaking, designed to strengthen the bond with teams, collaborators, and clients. These verbal guidelines ensure clear, coherent, and recognizable communication across all touchpoints. Thus, communication becomes a natural extension of the support that defines the brand.

Within this common framework, each brand develops its own nuances. Los Gatos incorporates expressions related to craftsmanship, wood, and everyday approachability. Doorcats, on the other hand, employs a more inspiring language, linked to materials, design, elegance, and co-creation.

Digital portrait of an evolving legacy

The project culminated in a corporate landing page, conceived as a strategic tool for structure and projection. More than a typical institutional website, it was designed as the space to explain the new architecture, present the relationship between brands, and project the strength of Grupo Doorcats as the parent brand.

The platform thus serves a dual purpose. On one hand, it reinforces the group's authority and clarifies a structure that was previously perceived vaguely. On the other, it acts as a corporate point of contact for talent, collaborators, and other key stakeholders in this new phase. In parallel, it helps to clearly present the new distribution of roles between Grupo Doorcats, Los Gatos, and Doorcats, laying a solid foundation for what's to come.

The art of growing together

The essence of Grupo Doorcats wasn't solely in its history, but in its way of growing: through loyalty, shared knowledge, and the decision to move forward together. The new architecture, brand strategy, and its visual, verbal, and digital expression don't invent that reality, but rather organize and project it with greater clarity.

Today, Grupo Doorcats has a clearer, more aligned, and better-prepared brand system to communicate the value of everything it already was: a benchmark family in the sector, capable of precisely catering to diverse audiences while maintaining a unified origin.