●           The audience for building materials stores has changed. I remember the masculine, disorganised and dim atmosphere of a «technical» shop, as I knew it from trips with my father. Today, these stores are bright spaces, with attractive packaging, mock‑up environments and entire families browsing: they have become an extension of weekend consumer culture.

●           To create a brand whose name (Casa Rebelo, Rebeloʼs house) was already decided, my starting point was precisely this: a family home (a family business) that welcomes families to build their houses. The second coordinate was the idea of a journey — between the dream and the completed project — symbolising Casa Rebeloʼs full offering, from products to know‑how. From this came the concept: «See you at home». In family slang, itʼs a warm welcome. Literally, itʼs a date set for the future, underlining the journey from the plan to the turnkey solution.

●           Graphically, I balance visual codes from the sector (reds, yellows, technical drawing) with loose‑line illustrations, like the first brushstrokes on a wall. Friendly figures, representing the new audiences, tell their dreams — a language designed to thrive on social media. Among the proposals, I couldnʼt resist designing the typical wall calendar of traditional commerce. Itʼs a personal fascination and another fetish brought to life.