Oldcastle Architectural harmonizes block, stone, bagged product branding

The top gun in concrete block and stone veneer has unveiled a brand to make its vast portfolio of innovative masonry products and services easier to identify, select and order. Echelon Masonry will build on Oldcastle Architectural’s track record of continuous innovation in conventional or premium architectural block; unit color variety; lightweight or full depth veneer stone; high performance wall systems; and, products with advanced environmental or acoustical performance.

16 Kensley 400

Among new offerings Oldcastle Architectural brought to last month’s International Builders’ Show is Kensley Thin Stone Veneer, joining the Artisan series now under the Echelon branding. Suited to residential and commercial projects, it is available in three color options which may be field blended to provide six total color schemes. Kensley Stone has a traditional ashlar pattern with a 3/8-in. mortar joint to blend upscale looks with minimal installation time and costs. Each stone also offers superior compressive strength compared to typical adhered veneers.

Trenwyth Architectural Masonry, Artisan Masonry Stone Veneer, Quik-Brik (concrete masonry brick alternative), Architectural Concrete Masonry Units (regionally produced), Amerimix bagged blends, plus EnduraMax and InsulTech masonry systems will be consolidated under Echelon. The new brand is positioned with existing Oldcastle Architectural pillars: Belgard Hardscapes, Lawn & Garden (organic bagged products) and Sakrete.

“The launch of the Echelon brand is a strategic move that will not only provide better oversight of our product categories internally, but is also very meaningful for our customers,” says Executive Vice President, Sales, Marketing & Product Development Ken O’Neill. “Architects, masonry professionals and building developers will have one source—Echelon—for all of their needs.”

With the most comprehensive masonry offering in the industry and 170 locations in the U.S. and Canada, he adds, Oldcastle Architectural is dedicated to helping customers with product expertise, aesthetics, performance and the goal of delivering projects on spec and on budget. O’Neill cites especially a new one-stop website, www.EchelonMasonry.com, that enables product information, styles, colors, LEED data, and technical information to be accessed quickly with fewer clicks—saving time of design professionals and other users.