Owner of a small hardware store in the Marche hinterland is a Geppetto of our times that he has given life to an innovative product: a modular wooden shelf to furnish even the most unthinkable spaces. A product to be assembled by hand, without tools: which has earned it the recognition of a patent. Fabio had a great product, yes, but he didn’t have a name, a website, a brochure. In short, he did not have an identity. It was all to be built (a bit like his shelf, after all).