The Swiss forest and timber industry should be made visible and tangible as an innovative, connected and forward-looking sector
With HolzvisionMAX, Aroma developed a comprehensive concept for identity, communication and staging, making the industry emotionally visible
With HolzvisionMAX, an initiative emerged that showcases the Swiss forest and timber industry in all its facets. At its heart stands Muni Max – a 21-metre-tall, 180-ton structure made from 100% Swiss wood, serving both as a symbol for the entire industry and as a learning space for the next generation.
The first sketches and concept drafts originated from Aroma. The team laid the creative foundation and shaped the visual identity of the project from the very beginning. Aroma contributed strategic, creative and organisational expertise – from developing the CI/CD, naming and scenography to communication design, as well as building the website and social media channels.
In addition, Aroma conceptualised and supported industry networking events, assisted with sponsorship integration, carried out PR activities following the topping-out ceremony and played an active role in the financing process. The integration of Muni Max into the “Muni Village” and the design of the surrounding areas at the ESAF were also part of the mandate.
At ESAF 2025 in Mollis, Muni Max was presented to the public for the first time and immediately evolved into an iconic landmark. More than 240 Swiss companies and institutions joined forces for a shared purpose: promoting Swiss-grown, renewable wood as a valuable national resource. Muni Max stands as a symbol of a regionally connected forest and timber industry that is actively building the future.
What matters most is that the impact of this project extends far beyond the ESAF. With over 500 apprentices involved, an innovative construction platform and the evaluation of a permanent second location, HolzvisionMAX demonstrates how the future can be shaped through regional wood, responsibility and collaboration.
