Innovation, sustainability and attention to detail 

Authenticity and consistency at the heart of marketing and communication

Federica Ceccorulli, Head of Marketing at Etoile, explains how Etoile’s visual and value-based narrative conveys innovation, sustainability and design through a strategy that draws in customers and collaborators, while strengthening the brand’s positioning in the Made in Italy scene.

Etoile is known for combining design and functionality in workplace solutions. What are the key principles that define your brand, and how do they shape your products?

At Etoile, we believe design and functionality must always go together. Our work is guided by three main values: innovation, sustainability, and attention to detail. We create products that make workspaces not just functional but also attractive and inspiring. Innovation helps us develop modern, flexible solutions, while sustainability prompts us to choose high-quality materials and responsible processes. We pay close attention to every detail to ensure our products balance beauty and efficiency. Etoile also reflects the excellence of Made in Italy. We are deeply connected to our roots, drawing inspiration from local resources and craftsmanship to create unique solutions that blend tradition with modern design. Transforming every office into a space where functionality and elegance coexist in perfect harmony is our ultimate goal.

Etoile’s graphic communication and promotional materials convey an elegant and contemporary aesthetic. What marketing strategies do you follow to make Etoile stand out in a highly competitive market and secure customer loyalty?

Our marketing approach focuses on authenticity and consistency. We portray Etoile through an aesthetic that reflects our core values: elegance, innovation, and attention to detail. Our visual communication isn’t just about standing out but also about building trust and inspiring our audience. As for of our differentiation strategy, we invest in high-quality content—from digital catalogs to social media campaigns—that showcases our products in real-life settings, sharing stories that customers can relate to and make their own. We also focus on growing closer connections through webinars and exclusive events. For example, we invite clients and collaborators to visit our showroom for hands-on experiences, where they can explore the wide range of solutions Etoile offers and see firsthand the care and innovation behind every product. We build loyalty by providing not only excellent products but also an authentic experience: full-immersion events, personalized support, and ongoing communication that strengthens trust and positions Etoile as a trusted partner, not just a supplier.

The design of partition walls focuses on concepts like transparency, natural light, and well-being in workspaces. How do you incorporate these values into your brand identity, and what challenges do you face in communicating them to the public?

These values are at the core of our identity. To us, transparency and natural light represent not just design elements but also how we want to be seen as a brand—open, innovative, and well-being committed. We embed these values by creating products that enhance the quality of workspaces, making them brighter, more welcoming, and functional. The challenge is translating these ideas into a visual and simple language that addresses the public. We achieve this by showing real examples: completed spaces, evocative imagery, and stories that actually show how our products can transform environments, while boosting comfort and productivity.

Collaborating with architecture firms and industry professionals is pivotal to your company. How does this network help strengthen Etoile’s brand positioning and inspire new product lines?

Working with architects and professionals allows us to stay in tune with market needs and the latest trends. This network not only enhances the brand’s credibility but also provides fresh perspectives and ideas to develop innovative solutions tailored to today’s and tomorrow’s workspaces. It’s an ongoing exchange that benefits both sides, pushing us to keep improving and evolving.

How long have you been working at Etoile, and how important do you think it is to invest in brand identity, not just for clients but also for the internal team?

I have been working at Etoile for 17 years and have grown alongside the Company. Over time, I’ve realized how essential it is to focus on brand identity, not only for clients but also for the internal team. Getting everyone involved, from offices to production, is key to build team spirit and make each and every one of us feel part of the brand. Only a motivated team embracing the company’s values allow us to build and promote a consistent and authentic image, both internally and externally. Brand advocacy is a collective effort, where every contribution matters.