Finsa

Savia, pointing out the value of Finsa’s background and essence

Finsa (Financiera Maderera S.A.) is a Galician company specialising in developing, transforming and manufacturing wood-based products. After 90 years in business and committed to the environment, they launched a solid wood division: Savia.

Narita was commissioned the naming, strategy, narrative and identity for this new brand and the art direction of the photographic material and visual pieces and develop a powerful website.

We developed the art direction and corporate media in line with natural character and warmth of solid wood.

It is a powerful tool to get to know the brand, its values, and wide range of products for sales agents, distributors and prescriptors.

Art direction Bran consultancy Innovation prospects Naming Online/offline marketing Social media Storytelling Visual identity Web

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The client

Finsa (Financiera Maderera S.A.) is a Galician company specialising in developing, transforming and manufacturing wood-based products. Throughout the ninety years of activity, the company has evolved continuously until becoming a large timber company with twelve factories, six logistics warehouses, over 3,000 workers, eighteen local offices and a presence in more than eighty countries. This company works within a global mindset but with local awareness and a strict environmental responsibility. From pointing out the value of Finsa’s background and essence is Savia born: a new division specialising in solid wood.

The project

By means of a call for a competition restricted to three agencies, Narita was selected to create the brand, strategy, narrative and identity for this new brand specialising in solid wood. The project required assembling of a brand with a consistent architecture within the group's corporate structure. After defining the strategy and the naming Savia, its brand literature and commercial speech were developed, as well as the entire visual material and necessary graphic applications.

The implementation

Narita found a term for the naming that not only conveys the natural qualities of the product but also Finsa’s essence, origin and values. The perfect one that gave rise to this double goal was Savia, a word that managed to synthesise perfectly both concepts. Narita created a typography to develop the naming graphically, whose anatomy and finishes on specific parts are almost reminiscent of the furrows left by a gouge. The narrative meant a complex development with two aspects, carried out together between Savia and Narita’s teams. On the one hand, it required creating brand literature, with storytelling and a language transmitting the natural character and warmth of solid wood. But also the tribute to their origins that this new division meant for Finsa.

On the other hand, the speech was carefully segmented according to the channels and targets identified within the strategy. All of it made it to a website that works as a powerful tool for sales teams, distributors, and prescriptors. That allows us to get to know the brand and its value, and at the same time, to understand the wide range of products of Savia according to final users’ needs. Once the personality of the brand and its narrative style was established, Narita defined the art direction of the photographic material and visual pieces required for the aids of the implementation. The result was implemented to design the stationery, corporate and commercial dossiers, website, graphic and visual pieces for social media, items to be implemented in shops, logistic fleet and installations, and teamwork.

savia.gal

Team

Carlos Zamarriego

Cristina Ruiz

Eugenio Jiménez

Fabián Suárez

José Trigo

Juan García

Juanje Molina

Mateo García

Raúl Gómez

Vanesa Cortacero

Partner

Alberto Monteagudo

What we did

Art direction

Bran consultancy

Innovation prospects

Naming

Online/offline marketing

Social media

Storytelling

Visual identity

Web

Strategies Finsa

Solid wood

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