Building upon strong branding and managing large artwork project

Since 1992 Specflue has become one of the leading suppliers of flue, chimney, renewable heat, biomass and MCZ solutions in the UK with a focus on innovation, top class products and outstanding customer service.

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The nationwide servicing company now has a turnover in excess of £20 million, an ever expanding product range and around 6,000 products in stock at any one time.

Our brief was to update the company’s former Flue and Chimney Products price list with a fresh design that would incorporate Specflue’s wider product range in more detail whilst helping to evolve the strong brand.


One of Specflue’s latest marketing campaigns was to convey the company’s technical safety expertise for those who have a wood or pellet burning stove in the home. For this PRG produced a new advert with a novel branding style in mind that supported the key message and existing branding with appropriate imagery. Specflue was so pleased with the advert design, that it was decided to incorporate the West Highland White Terrier dog throughout the new price list too.

The former price list had been published in a booklet format less than two years ago, comprised of 47 pages (cover to cover) and provided readers with a basic product listing in tabular style of two product ranges. There were a handful of product images, some technical guideline drawings with online ordering details and contact information placed towards the back of the document.

As well as creating a fresh and clean look for the price list artwork, PRG’s graphic design team added thousands of products across the seven full ranges to the new price list and incorporated the new Westie “mascot”. PRG also featured Specflue’s ordering information and unique selling points at the beginning of each product range section, as well as contact information at the bottom of each page.

To create an easy flowing read, a number of helpful tips and product essentials have been strategically placed in outlined and shaded boxes within each product section. The company’s newly devised strapline appears at the bottom of product pages and features as a hashtag #designedtobebetter within call to action banners in order to encourage readers to also engage via Social Media.


The new price list is now over three times the size as it entails 144 product pages with an average of 20 products per page and details product dimensions, materials, manufacturers, warranties, part numbers and pricing which is all displayed in shaded and non-shaded boxed tables within each section to aid faster identification. Rather than a booklet, the new price list has been printed and finished in a folder with dividers for each product range section.

Specflue’s brand and outstanding customer service focus is now strongly supported with the comprehensive and easy to use price list that features a clearly sectioned contents system with individual product images and technical drawings throughout.

In addition to collaborating with Specflue on this new price list and marketing campaign adverts, since September 2016 PRG has also developed exhibition literature, event invites, guides, posters, leaflets and business cards and hopes to continue to work closely with the company on traditional and digital marketing projects in future.

Take a look at the website here: specflue.com


From concept through to final design, PRG has created an excellent piece of high end digital artwork that will be key to supporting our sales and customer service teams own successes, whilst providing Specflue with a fresh brand style for our growing company.

Ian Sams

Commercial Director at Specflue

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