Rebranding FederlegnoArredo, which turns 80 today

There are two main reasons that prompted us to undertake this. The first is the anniversary of FederlegnoArredo, which is celebrating its 80th anniversary this year. This is an important milestone and an opportunity to reflect on its past and devise an identity projected into the future. The second concerns the challenges that the market requires: increasing mastery of regulatory issues, sustainability and digitization. FLA’s new identity reflects our ability to be transformative. We have revised it, strengthened it and made it consistent with the times. It was a project that had been in the pipeline for some time, and our 80th anniversary was the right time to put it into practice.

We are well aware of the complexity of our identity and the need to represent it authentically. This is why we issued a call to a series of agencies and firms of different sizes, with different approaches and working methods. The main criterion of selection was the ability to understand and interpret this complexity, combined with a solid balance between strategy and creativity, to ensure consistency and precision in execution. This process led us to select Sketchin, an agency with which we worked very well thanks to their great power of synthesis and an excellent working method. The whole process involved all the internal stakeholders, from the Presidency to the President’s Council and all our colleagues, to ensure that the new identity fully reflected all the facets of the Federation.

The rebranding will be officially presented on 17 September, during the presentation of the postage stamp created by Mauro Bubbico devoted to the Federation and the exhibition hosted at Palazzo Piacentini in Rome. Among the most significant changes is certainly the new visual identity. The brand has been rethought. At the base there is a circle, which recalls the section of a tree, a symbol of the raw material. It becomes a triangle to represent the process of transformation into a product of excellence. It is a dynamic, three-dimensional brand, designed to be articulated to suit the contexts of use. Furthermore, from the point of view of identity, there is certainly a strengthening of the acronym FLA to increase recognition within the media world. We have also worked on a new website and a renewed tone of voice: more balanced, authoritative but also empathetic, capable of being modulated to suit different targets, whether B2B or B2C. The last big news is the brand architecture. We have defined a complex but harmonious ecosystem, with its hierarchies and logics. We have managed to represent all the souls of the Federation while respecting its specifics. 

One of the most important challenges was finding the right balance between tradition and innovation. On the one hand, we wanted to preserve the past, and on the other, we wanted to give a boost to the future. This balance has been and will always be a fundamental theme in our planning. The market continues to evolve increasingly rapidly, partly as a result of the geopolitical changes taking place. This makes even more evident the need to do research and propose solutions and products that are truly identitarian for our sector. As FederlegnoArredo, we are committed to listening to and accompanying companies along this path, trying to be an element not only of understanding, but also transformative and responsive.   

The concept of servant leadership fully represents FederlegnoArredo’s identity: to be a guide in the service of our companies not only by responding to current needs, but also by anticipating changes and accompanying businesses in what lies ahead. With the rebranding, we wanted to strengthen this vision, enhancing the evolution of our digital services with a strong propensity for sustainability. The new identity is not just a change of image, but a coordinated system that endows all our initiatives with coherence. The project is a milestone on a path already begun in recent years, which today finds a structure capable of systematizing the different projects in a clear, recognizable and value-oriented way for the member companies.