During this first year, Better Outside has accompanied a new stage for IASO. It has helped to organise our way of communicating, to build a more coherent visual presence and to explain the value of our solutions more effectively in very different contexts: a hotel terrace, a public space in need of shade, a sports facility, a residential pool or a large architectural cover.
The new identity does not replace what IASO has been for more than four decades. It makes it more visible. It gives words, images and criteria to a way of working that brings together technical precision, in-house manufacturing, functional design and attention to the real use of outdoor spaces.
An identity to explain our way of working more clearly
Better Outside is based on a clear conviction: outdoor spaces are lived better when they are designed with intention.
At IASO, every solution is born from a rigorous technical foundation. But its real value appears when it improves the relationship between people and space. A pergola that extends the use of a terrace. A parasol that makes a rest area more comfortable. A textile cover that provides shade and climate refuge in summer. An automatic cover that protects a pool and makes its daily maintenance easier.
Behind every product there is calculation, detail and reliability. There is also a specific way of caring for the experience: organising the light, protecting from the climate, creating comfort and making it possible to enjoy an outdoor space for longer.
In the words of our CEO, “engineering remains our foundation, but it is now expressed through design, emotion and outdoor experiences”. That idea sums up the meaning of Better Outside well: it is not about changing our foundation, but about expressing it better.
From the technical solution to the creation of spaces where stories happen
One of the main changes of this stage has been to stop communicating each product as an isolated piece and begin to explain more strongly what that piece makes possible.
A structure is not just a structure. A shading system is not just sun shading. A cover is not just a technical enclosure. In each case, there is a response to a specific need: extending the use of a terrace, improving a guest’s stay, protecting a facility, organising a public space or making the daily maintenance of a pool easier.
This approach has made it possible to explain IASO’s three major business areas — Outdoor Solutions, Textile Architecture and Pools — more clearly from a common vision: designing, manufacturing and installing solutions that make outdoor spaces more liveable, functional and comfortable.
A more coherent brand across all its points of contact
During this first year, Better Outside has gradually been rolled out across IASO’s main media and platforms: the new corporate website, catalogues, sales presentations, trade fairs, digital content, audiovisual pieces, social media and corporate documentation.
This process has made it possible to organise our universe of solutions more effectively and build a more recognisable presence for clients, distributors, architects, specifiers and partners. The brand not only had to look different, it had to help people understand more clearly what IASO does, how it does it and what it brings to each project.
The new website has been a key part of this path. As an owned medium, it brings together identity, product, project and brand vision in a digital experience that is clearer, more visual and more connected to the reality of the company.
The new identity is not a superficial change of style, but a more organised and consistent way of explaining IASO through technique, design and the real use of the outdoors.
The outdoors as an essential part of everyday life
Better Outside has also broadened the way we look at the outdoors. Not as a secondary space, but as an essential part of everyday life, meeting, rest, work, hospitality, sport and architecture.
A well-designed outdoor space can invite people to stay. It can prolong a conversation, make a meal more pleasant, protect a passage area, activate a square or turn a pool into a safer and more efficient environment.
That emotional dimension does not replace technique. It complements it through experience. Because comfort is not always explained through grand gestures. Sometimes it is perceived in kinder light, in a more pleasant temperature, in well-placed shade or in the peace of mind that comes from knowing the space is designed to work.
An identity in motion
The first anniversary of Better Outside does not mark an end point. It is a sign of continuity.
The new identity has opened up a more precise way of speaking about IASO, but it continues to grow with each project, each trade fair, each catalogue, each installed solution and each conversation with the market. Because a brand is not consolidated only when it is presented, but when it proves it is capable of sustaining a way of doing things.
One year later, Better Outside remains an invitation to look at the outdoors from a different perspective: as a space with value of its own, capable of improving the way we live, work, meet and enjoy ourselves.
At IASO, we continue to move forward with that conviction: to design with intention, solve through engineering and improve the way people live the outdoors.
Because we believe life is Better Outside.