InSpire Roofing Products
An Inspired Approach to Rebranding Appeals to Both Contractors and Consumers.

Seeing the potential.
In 2005 The Tapco Group (www.tapcogroup.com), a leading building products company, acquired Max Slate, a company that manufactured composite slate roofi ng. The name, look and feel of the Max Slate brand was received with little enthusiasm by target audiences, even though its product was beautiful, very durable and easy to install. The Tapco Group knew that in order for this innovative product to resonate with contractors, architects and consumers that the Max Slate brand had to be “born again.” It selected Yellow Steel for the job because the fi rm had already proven its ability to successfully rebrand a product with the rebranding of Miami Foundry, which The Tapco Group had purchased, into The Foundry.

So, how did it all work out?
Find out more here. (pdf)