Effedi — The heart of wood.

Effedi is a specialized woodworking company offering ready-to-use, high-quality products for construction and furniture professionals. The company approached us with the intention of expanding from a local and regional market to a national and international one. This highlighted the need to redefine the corporate identity for proper positioning, moving from a handcrafted image to a more industrial one.

The concept of linearity, a distinctive element of the panels offered by the company, was the creative guide for the development of the new visual identity. The desire to convey consistency and precision was reflected in the design of the logo, which was mainly inspired by multilayer panels, Effedi’s flagship product. The design echoed the technical detail of the 45-degree cut typical of the joints, a symbol of the company’s accuracy and craftsmanship.

From these suggestions came the abstract monogram “FD”, a simple but evocative graphic representation. The choice of a sans serif font helped to convey a sense of solidity and structure, qualities that reflect Effedi’s transition from an artisanal company to a more industrial reality. The logo is therefore not just a symbol, but a visual expression of the company’s transformation to a larger, more structured dimension.

The minimalist stylistic approach adopted aims to express cleanliness, order and rationality. This visual simplicity not only facilitates a clear communication of the brand, but also allows for an emphasis on photography, a key element in positioning the company and communicating its evolution.

Photography plays a key role in defining Effedi’s identity. We have designed and created images that can elevate the perception of the quality of the offer and represent the company in its new expression with a more industrial character. The neutral and linear corporate images promote the perception of an expanding reality, complementing the photographs with a more artistic and product design slant, designed to convey the sense of care and know-how deployed by Effedi.

In designing the website, we quickly realized that the biggest challenge was the need to effectively communicate and promote the wide range of products and materials offered by the company. This variety, while a strength, required a clear and streamlined organization to ensure a smooth and satisfying user experience.

The goal was to ensure that any visitor could quickly understand the offerings and easily navigate through the various products without feeling overwhelmed by the amount of information available.

To achieve this goal, we took an approach that aimed to create a dynamic and interactive flow between the different categories of items and their finishes. We wanted the browsing experience to be seamless and engaging, allowing users to move effortlessly from one section to the next, discovering new details and options along the way. Each transition had to feel natural to keep interest high and make it easier to find the product you want.

To ensure this, we designed a simple and intuitive user experience (UX) that puts the user at the center of the decision-making process. Each interaction was designed to minimize steps and optimize time spent on the site, avoiding distraction and confusion. In parallel, the User Interface (UI) was developed with a minimal and functional design to allow clear and immediate navigation. Visual cleanliness and organization of information were essential to highlight the quality of the products and materials without distracting the user with superfluous elements.

In this way, we were able to create a site that not only enhances the breadth of the offering, but also leads the user through a smooth, practical and rewarding exploration experience, perfectly meeting the needs of both industry professionals and less experienced users.

For offline communication, we designed a 4-page A4 brochure to provide a clear and immediate presentation of the Effedi company. This tool was designed to effectively convey the brand’s identity and values, while providing a comprehensive overview of the business proposition.

The main objective was to provide recipients with a complete and immediate overview of Effedi’s offer, allowing them to quickly understand the quality and variety of products. The design of the brochure was carefully studied to balance elegance and functionality: thanks to the 4-panel structure, it is possible to organize the information in a coherent and visually appealing way, guiding the reader through a well-defined path from the introduction of the company to the detailed presentation of the products and solutions offered.

We took care of every aspect of the layout to ensure that content was accessible at a glance without sacrificing aesthetics. High-quality images, concise and informative text, and a clean design help create an enjoyable and engaging reading experience. The compact, but information-rich format allows the brochure to be used in business settings as well as at trade shows or events, making it a versatile and effective promotional tool.