From idea to impact: how Celine helps shape the spirit of wood

We noticed that Wood Solutions mainly described what we do, but less why we do it. While everyone at Decospan knows that wood is much more than a technical material. Wood has the power to transform spaces into places where people feel good, places where you like to be, stay and return to. With the spirit of wood, we wanted to highlight that emotional layer and put it centre stage. It is a repositioning that is closer to what drives us every day.

At the same time, this marks a conscious shift in how we approach our brand. We want to build an inspiring, meaningful story around Decospan that distinguishes us as a brand within the category. The spirit of wood is not a product promise, but a source of inspiration that transcends the product level and helps us to really stand out as a brand compared to our competitors.

It is not what we make that is central, but what it brings about: warmth, tranquillity and connectedness in every space.

Wood brings warmth, authenticity and emotion into everyday life. It helps people feel connected to nature, to their surroundings and to each other. 

For Decospan, it means that we don’t just help design interiors, we help build interiors that really mean something. Interiors that feel like favourite places.

The creative process for this new baseline did not start from a purely marketing perspective, but from a feeling. 

We first listened to the stories of colleagues, customers and partners: why wood is important to them and what feelings and memories it evokes. From these stories grew the spirit of wood: a shared belief that captures the essence of our work and our passion.

We developed this further to clearly articulate what we have been doing for a long time and the emotion that goes with it, so that we can now consciously and clearly communicate our belief.

One of the biggest challenges in developing the new baseline was finding the right feeling. We had to make choices about which emotions would be central, without trying to encompass too much. At the same time, it was important to find a balance between emotion and clarity: the baseline had to be inspiring, but also understandable to everyone. 

In addition, timelessness was high on the agenda. We wanted to create something that is relevant now, but will also remain relevant and appealing for years to come.

The spirit of wood recognises the impact of our work. What we create influences how people live, work, relax and come together. Every colleague contributes to interiors that people experience as their favourite places. 

This awareness strengthens solidarity and pride, regardless of your role within Decospan, and shows what our brand means in concrete terms: creating inspiring, human spaces where wood plays the leading role.