Where timber meets tomorrow.

From a well-kept industry secret to a brand with a story worth telling. That’s what happens when you rename, reposition and reimagine a company from the ground up.

CLT-S had a decade of proof.

Over ten years of building with cross-laminated timber means faster, cleaner and more precise than conventional construction. They had the track record, the expertise and the clients. What they didn’t have was a brand that said any of it. You can’t inspire belief with an acronym.

So when CLT-S came to us, the question wasn’t really about a new name. It was about answering a bigger one: who are you, and why does it matter?

A name is a promise.

We landed on ARBONEO. From ‘arbor’ – Latin for tree – and the suffix that speaks to movement and the new. A name that connects nature and technology without forcing the metaphor. One word that does the work of a paragraph.

Nature and technology, in conversation.

We wrote the full brand narrative – mission, manifesto and messaging framework – in a voice that’s direct, confident and human. No jargon dressed up as expertise. No greenwashing dressed up as impact. The visual identity followed the same logic: deep forest greens, the warm texture of CLT, clean geometry that feels neither corporate nor soft. A system that works from a business card to a trade fair.