When Latch became DOOR, it marked a shift not just in name, but in ambition. The company was evolving from a single-product mindset into a full-stack platform shaping the emerging category of Building Intelligence. To support that transition, the brand needed to restore confidence, sharpen the story, and reflect the sophistication of a business now operating across hardware, software, and services.

At the centre of the transformation was a simple belief: smarter buildings should make life simpler. This idea anchored DOOR’s purpose, mission, and vision—framing a future where buildings think ahead, reduce friction, and quietly improve everyday life. It also unified its audiences, from owners focused on long-term performance to operators navigating daily complexity and partners seeking tools they can trust.

The identity system grew from a core insight: DOOR sits between access and privacy, trust and control. Expressed through three elemental shapes, the mark feels balanced and assured. A restrained palette, precise typography, frosted-glass photography, and modular graphic elements reinforce DOOR’s role as a calm, integrated operating layer. The result is a brand that feels effortless, dependable, and intentionally quiet—mirroring the experience DOOR creates in the buildings it supports.