Following part ones look at DMM International, this edition of why great design should date is all about Slate. Specifically a rebrand for Alfred McAlpine Slate…

Welsh Slate is known for it’s incredible quality. Having a brand identity that reinforced this unique product positioning was considered to be essential and a full rebrand was undertaken.

Because slate is a product that can be used for multiple architectural or interior design applications such as cladding, roofing, flooring, and worktops, the brand design focused on these design qualities. A positioning statement was created:


This statement provided a foundation for the logo design. Created using the typeface family Syntax, a beautiful chiselled font, reflected the raw material that slate is. The main corporate brochure featured a die cut on page 3, enabling a close up photograph of a slate tile to be visible next to a dramatic quarrying image, which provided the drama on the introduction. A beautifully clean design allowed the photography of the various products to shine through.

Available in 3 finishes, and 9 naturally occurring colours, a product brochure was also produced which featured specifications and  colour matched close ups of each product type, along with a ‘swatch’ of each colour.

A suite of sector brochures were produced. Each sector had it’s own Pantone colour chosen. They were printed 5 colour lithographically to ensure maximum quality. These then were housed in a custom designed and printed box file. The brochures were also printed using Stochastic Screening to remove patterns created by traditional print screening technique on the roofing images.

Contact Us

Leave your details and we will call or email you back as soon as we can!

Not readable? Change text. captcha txt

Start typing and press Enter to search