How Typography and Print Brought a Welsh Slate Rebrand to Life


Attention to detail, with regards to typeface and print finish, was paramount in bringing the brand proposition for Alfred McAlpine Slate to life.

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

As 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:

Drama: Texture: Colour : By Design

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 its own Pantone colour chosen. They were printed lithographically to ensure maximum quality, using 4 colour and a Pantone. 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.