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Investing beyond convention

“We believe that the greatest opportunities and the thrill of investing are made tangible when you go beyond convention to create what is next.”

Blair Welch

Founding Partner, Slate Asset Management

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Slate is a global investment and asset management firm with a focus on real estate. A collaborative and entrepreneurial team, Slate sees the market in a different way, creating value through assets that others may overlook.

At a turning point in their growth, Slate invested in a new brand strategy and wanted to signal change through a refreshed identity that would give them the look and feel of a trusted and established leader while, at the same time, helping them to stand-out as a category disruptor.

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Go where others can’t. Discover what others overlook.

As the company continued to expand globally, Slate needed to clearly reflect the needs of their diverse audiences, from novice investors to institutional partners, asset owners to tenants.

In order to deliver this, the LG2 team created a confident brand with a market-disrupting look and tone, communicating savvy intelligence and trust. Slate’s logo was refined, along with their typography and colour palette, removing excess copy and visual elements and creating a simple yet versatile design system based on a square grid inspired by their logo. We also developed a head-turning messaging approach, in which our headlines contain a hidden layer of messaging. The result is an elegant and confident brand platform that lets the company’s purpose come to life.


Slate Asset Management is a global investment and asset management firm with offices in Toronto, Chicago, London and Frankfurt.