Arboneo
Where timber meets the future.
From CLT-S to Arboneo: where timber meets the future.
The story behind the work
What was the challenge?
CLT-S had ten years of proof. More than a decade of building with cross-laminated timber (CLT): 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 told that story. An acronym inspired too little trust.
What choices did we make?
The question wasn’t really about a new name, but about a bigger one: who are you, and why does it matter? We arrived at Arboneo, from the Latin arbor (tree) and a suffix that evokes movement and the new. A name that connects nature and technology without forcing the metaphor. On that foundation we wrote the complete brand story: mission, manifesto and messaging framework, in a direct, confident and human voice.
What did we create?
The visual identity follows the same logic: deep forest greens, the warm texture of CLT and a clean geometry that feels neither corporate nor soft. A system that works from business card to trade fair stand, and speaks to construction professionals and end clients alike.
