habitissimo

Scaling Performance Creative Across Seven Markets

The Challenge

Habitissimo's marketing teams needed a continuous stream of creative content for very different campaigns, audiences, markets and objectives.

The challenge was to create enough flexibility for performance marketing and testing without losing brand recognition.

A Scalable Creative System

Between 2018 and 2024 I designed B2C and B2B communication for:

Spain · Italy · Portugal · Brazil · Argentina · Mexico · Colombia

Campaigns ranged from home renovation and painting to solar energy, professional acquisition, seasonal communication and generic quote-generation.

  • A graphic with the Spanish text "Prepara tu casa para el invierno" showing a pair of black-and-white hands holding a small model house, set against a blue background with abstract shapes, and the word "habitissimo" at the bottom.
  • A promotional graphic with a light blue background features a person's hand holding a smartphone, which displays an image of a delivery van. The van has blue geometric shapes on its side and a person smiling inside. The text in Spanish reads, "Mudarte nunca fue tan fácil," meaning "Moving has never been so easy." The bottom left corner has the word "habitissimo" in white with a small orange stair step graphic next to it.
  • A man relaxing on a solar panel bed with a yellow circle and blue background, promoting saving up to 70% on bills with solar panels by habitissimo.
  • Blue background with white text in Spanish that says 'May the sun pay your energy bill.' A black and white hand holds a lightbulb over a modern house with solar panels on the roof.
  • A woman painting a kitchen wall blue using a paint roller, with the text "Dale color a tu hogar" and the logo "habitissimo".
  • A woman dressed in work clothes and a cap, smiling with crossed arms, next to a paintbrush and a color wheel, with a Spanish phrase 'Sácale los colores a tu casa' and the word 'habitissimo' at the bottom.
  • A promotional graphic with a light blue background advertising water treatment system installation discounts up to 50%. Includes a black-and-white photo of smiling man and woman looking at a smartphone, a yellow circle behind them, and a small illustration of a water faucet with a stream of water on the right. The word "habittissimo" is in small text at the bottom right.
  • A blue background with Italian text and an image of a silver water faucet from which water is flowing. The text reads 'L'acqua è fonte di vita, non te ne privare' and the word 'habitissimo' appears in the bottom right corner.
  • Graphic promoting up to 20% discount on solar panel installation, featuring an image of solar panels and a couple looking at a tablet.
  • A black and white image of a person's hands typing on a silver laptop keyboard. A yellow circle with solar panels and a black chair silhouette is in the background, along with orange and blue abstract shapes. The text in Spanish says "Deducción de hasta un 20% del IRPF por la instalación de placas solares" and "habitissimo."

Performance & Testing

Paid campaigns often included several creative variations designed to test different messages, visual approaches or formats.

Working with marketing and performance teams meant treating visual design not only as brand communication but also as a tool that could respond to campaign objectives and learn from performance.

Presentation slide showing digital advertising campaign ideas for electricians and energy efficiency, including various social media and Google ads, banners, and landing page mockup. Graphic design by Luis de Bobes
Social media and digital ad campaign images energy savings, solar panel installation, and home reform. Visuals include solar panels, a person installing solar panels, and people working with technology, with blue backgrounds and text in Spanish.

Motion at Scale

Motion became an increasingly important part of the system.

I produced 134 animated videos and stories, generally short and mobile-first, combining graphics, photography, editing, animation, audio and, in some cases, voice-over.

Result

Over several years, this system supported hundreds of campaigns across seven markets.

Its value was not a single visual style, but the ability to continually produce, adapt and evolve communication while remaining recognisably Habitissimo.

Promotional social media images advertising solar panel installation discounts and subsidies, with text in Spanish and Italian, featuring people installing or showcasing solar panels on buildings. For Habitissimo, designed by Luis de Bobes
Graphic showing text in Spanish about tax deduction for installing solar panels, with an image of a person using a laptop, solar panels, and a sun icon on a blue background. example of a campaign graphic by Luis de Bobes for Habitissimo.

My Role

Campaign Design · Art Direction · Visual Systems · Illustration · Photomontage · Motion Graphics · Video Editing · Social Content · Creative Adaptation