Caselegno Smart

A second brand. A new audience. The same system that sells.

Catalogue timber houses, B2C — the Lam group

Year: ongoing

A second entry to the group. Not a discounted version.

The starting point

Caselegno Smart is born inside the Lam Ambiente group with a precise goal: to reach people who want a timber house but aren’t ready yet for a bespoke project. Standardised solutions, clear prices, predictable timelines.

Behind it is the same technical and commercial team as Lam: only the client’s entry point changes. The problem was twofold — a brand distinct enough not to be confused with Lam, but consistent enough not to touch its premium positioning. And communicating accessibility without communicating compromise.

” Accessible doesn’t mean compromised. It means another way in. “

The results achieved

A new brand that brings clients. Without taking anything from Lam.

A second brand positioned for a different audience, at a different stage of the buying journey, without overlapping with Lam’s premium.

Separate brand

identity distinct from Lam, same commercial engine behind

New audience

reached those looking for standard, not bespoke

Google + Meta

acquisition channels launched from scratch

Lam protected

the parent brand's premium positioning intact

A second entry point, not a discount.

Marketing strategy

Defining the boundary: a second brand positioned for a different audience, at a different stage of the buying journey, without overlapping with the premium.

Accessible without looking compromised.

Content creation

Content built on the new audience's language: standard, clear, accessible. A visual world distinct from Lam but consistent with the group.

Those looking for ready-made solutions find Caselegno.

Advertising campaigns

Dedicated Google and Meta campaigns, aimed at those looking for ready-made solutions and clear prices. Contacts directed to the right brand, not scattered.