By Clara Montgomery, Senior Client Manager
I’ve always been fascinated by how brands translate their identity into something tangible. Recently, at Genoa Black, I had the privilege of working on a project that brought this idea to life in a truly unique way by creating a bespoke tartan for Mackenzie Construction to mark their 45th anniversary. This wasn’t just about crafting a striking design; it was about weaving the company’s legacy, values and vision into their identity.
Tartan is more than pattern and colour, it carries history, emotion and connection. Traditionally used to identify Scottish clans, tartan has evolved into a storytelling tool that can capture a brand’s DNA.
For Mackenzie Construction, we worked together to translate their story into weave and colour. The palette reflects both their brand identity and the landscapes they shape, giving a result that is much more than just fabric, it’s a statement of pride for the company. Mackenzie Construction’s tartan features the brand’s signature colours, orange and blue-grey, alongside light blue to represent their pride in sponsoring Glasgow Warriors, and mulberry pink, symbolising the warmth and compassion at the heart of their culture.
Managing Director of Mackenzie Construction, Andy Dalrymple said of the tartan, “Working with Genoa Black to create our bespoke tartan has been a memorable way to mark our 45th year, capturing our journey, culture, and the partnerships that have shaped us. It stands as a meaningful symbol for our team, reflecting our identity and shared values with pride.”
A bespoke tartan delivers more than aesthetic appeal, it delivers brand value:
- Legacy marker: Ideal for commemorating milestones such as anniversaries, mergers, or rebrands.
- Tangible brand asset: Brings storytelling to life through uniforms, merchandise, interiors, and more.
- Emotional resonance: Evokes heritage, pride, and authenticity — qualities that deepen stakeholder connection.
- Timeless symbol: A design element that endures, reinforcing brand identity across generations.
What struck me most working on this project was how the tartan is both tangible and versatile, something you can see and touch, but also a design element that can be woven into many facets of a brand, including digital campaigns. It becomes more than fabric, it becomes part of the company’s brand guidelines and is a consistent thread through everything they do.
A bespoke tartan is more than a design, it’s a versatile brand asset that can be carried across products, campaigns and experiences. For Scottish brands looking to mark a milestone or evolve their identity, it offers a meaningful and lasting way to tell their story and connect with audiences both now and for years to come.
