The new face
of the Italian Wood and Furniture Supply Chain

The foundation of the project is a profound redefinition of the Federation's positioning. FLA is no longer just a representative voice in the sector, but an entity capable of activating, accelerating, and leading change.
This vision introduces the principle of “FLA as a future catalyst”: an enabling force connecting companies, interpreting change signals, and steering the whole sector towards a sustainable, competitive future.

There are three pillars to this strategy:

• Cohesion, understood as building a shared horizon among different subjects;
• Vision, as the ability to anticipate trends and turn them into opportunities;
• Action, as concrete support for businesses through shared tools, services, and initiatives.

Values like sustainability, transparency, excellence, and innovation are now expressed through a more inclusive, accessible, and contemporary narrative.

When rethinking the visual identity of FederlegnoArredo, we started from the principle that the brand should embody the Federation’s deeper mission: to be a driver of transformation for the entire wood-furniture sector.

This transformation isn’t only economic or productive, but also cultural, symbolic, and relational. It’s the ability to enhance the origin — the material, the wood — and guide it towards new shapes, meanings, and possibilities.

The logo is born from this tension between nature and design. The circle represents raw material, the trunk, the source of the process. The triangle symbolizes human intervention, design thinking, and creativity. Their intersection generates a new, vibrant, dynamic shape: the catalyst, FLA’s distinctive mark.

Not just a logo, but a visual system capable of telling the collective identity of an entire supply chain.

We redesigned the entire brand architecture, defining a clear hierarchy among master brand, sub-brands, satellite brands, and initiatives.


The new system allows each subject to speak in its own voice while remaining part of a unified identity. FederlegnoArredo thus becomes the authoritative center of a consistent and scalable system.

Sub-brands like FLA Eventi, FLA Plus, or FLA Green maintain visual coherence with the master brand, while associations like Assarredo, Assoluce, or Assobagno express themselves according to defined yet flexible rules. Internal initiatives, such as FLA Academy, follow a simple and easily adaptable generative matrix.

Just as the visual identity brings unity to the ecosystem, FederlegnoArredo's tone of voice defines its new communication stance.
We developed a voice that can speak to all the Federation’s audiences — companies, institutions, citizens, bodies — adapting intelligently to context while maintaining consistency in values.

This is a competent, yet never overly technical voice, able to be understood without oversimplifying. It is inclusive, representing a system made up of both small and large, public and private, territorial and international realities. It is a responsible voice, able to describe today’s complexity with honesty, concreteness, and vision.

The tone of voice thus becomes a strategic tool to build trust, strengthen reputation, and make FLA recognizable even in how it connects with the world.

The FederlegnoArredo web portal is the main point of access and connection between the Federation and its audiences: member companies, institutional entities, media, international stakeholders and training operators.

Designing the digital experience first and foremost meant shaping this plurality, with an interface capable of guiding, informing and engaging in a simple and consistent way. We built a modular logic that allows the richness of the FLA system — from associations to special projects — to stand out, while always maintaining identity unity.