In 2013, SB\Design, under the creative direction of Sandro Bianco, was invited to develop the visual identity and e-commerce platform for Conceito Firma Casa, a project created to translate the universe of contemporary design into an unprecedented digital experience in the Brazilian market. Conceived within the Firma Casa ecosystem—a national reference in furniture and authored design founded by Sonia Diniz Bernardini—Conceito emerged as a platform aimed at a broader audience, bringing together objects, furniture, lighting, accessories, books, and pieces signed by some of the most important international and Brazilian designers. At a time when e-commerce was still predominantly functional, SB\Design's proposal was to develop a platform where content, photography, navigation, curation, and user experience would function as a single system, bringing the digital environment closer to the sensibility found in a design gallery or showroom. The project was developed in direct contact with Sonia Diniz Bernardini, allowing the curatorial vision built over decades by Firma Casa to be translated to the online environment with the same rigor and sophistication.
Far beyond creating a website, Sandro Bianco conceived a complete e-commerce system in which UX, UI, information architecture, visual identity, and content strategy were thought through in an integrated way. Navigation ceased to follow exclusively the traditional logic of categories and began to organize products by behaviors, lifestyles, and occasions of use, encouraging discovery and transforming the purchase into an editorial experience. Concepts such as "Adopt Design," "Cultivate Design," "Dare to Be Different," "Have Fun," and "Surprise Yourself" guided the narrative of the platform, while exclusive photographic direction brought design closer to people's everyday lives, using humor, spontaneity, and cultural references to present products in unexpected ways. The visual language, videos, content production, and browsing experience were developed to reinforce Conceito's positioning as a contemporary, accessible, and inspiring brand, bringing e-commerce closer to the editorial universe and design curation.
The project also involved creating Conceito's visual identity, graphic system, iconography, interfaces, digital language, packaging prototypes, printed communication, and various brand support materials. Although the platform is no longer in operation, the work remains an important example of the evolution of design e-commerce in Brazil, anticipating concepts of user experience, digital curation, and storytelling that would become commonplace years later. For SB\Design, this project represents one of the first initiatives in which Sandro Bianco integrated branding, content, UX/UI, art direction, and e-commerce strategy into a single solution. Rather than simply developing an online store, SB\Design created a platform capable of transforming Conceito Firma Casa's curation into a memorable digital experience, demonstrating how design, technology, and narrative can work together to strengthen brands and create new forms of relationship between people, products, and content.
