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Silex

Increasing quality leads through a more contextual conversion experience

Branding

CLIENT

Silex

YEAR

SERVICES

Branding

INDUSTRY

Architectural materials

Overview

Silex is a material studio specialising in natural stone surfaces for residential and commercial interiors. The identity presents its collections through texture, scale, and architectural context rather than traditional product catalogues.

Silex is a material studio specialising in natural stone surfaces for residential and commercial interiors. The identity presents its collections through texture, scale, and architectural context rather than traditional product catalogues.

The challenge

Stone brands often rely on dense technical catalogues and repetitive slab photography. Silex needed a more considered system that could communicate material detail while still feeling relevant to architects, designers, and private clients.

Stone brands often rely on dense technical catalogues and repetitive slab photography. Silex needed a more considered system that could communicate material detail while still feeling relevant to architects, designers, and private clients.

Approach

The identity combines warm limestone tones, deep charcoal typography, and close-up material photography. Large editorial layouts, precise specifications, and restrained digital interfaces allow each surface to feel tactile while keeping technical information easy to navigate.

The identity combines warm limestone tones, deep charcoal typography, and close-up material photography. Large editorial layouts, precise specifications, and restrained digital interfaces allow each surface to feel tactile while keeping technical information easy to navigate.

Key Decision

How much information should we ask for?

Expanded

More vehicle and contact preferences

Benefit: Richer lead information
Risk: Higher submission friction

Balanced

Core information needed to establish intent and contact

Benefit: Useful context with reduced effort
Risk: Less detail for dealer follow-up

Simplified

Minimum information necessary to begin the conversation

Benefit: Lowest barrier to submission
Risk: Less qualification upfront

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