One curiosity.
Different contexts.

“Above all, be curious.”

My father often said this to my brother and me. He encouraged us to understand things deeply and commit ourselves to whatever we chose to pursue.

A farmer with a legal background, he introduced me to reasoned argument, machinery and long-term thinking. On a family estate, a decision affects the next harvest and the ones that follow.

My mother, a law professor and visual artist, taught me to pay attention to images, memory and other people. Before I first moved abroad, she read me a poem by Kipling. I still associate that moment with patience, integrity and the ability to remain sensitive through uncertainty.

Learning, travel and debate were part of family life. My parents supported our entrepreneurial ambitions while asking us to defend our ideas and put them into practice.

They taught me to see inheritance as a responsibility: to care for what we receive, keep it alive and consider what we will pass on.

Before I thought of it as design, I was interested in how people make progress.

I studied people working in sport, business and the arts, looking for the habits, methods and environments behind their results. Then I tried to adapt what I learned to my own circumstances.

Four areas gave me a framework: health, financial independence, relationships and personal fulfilment.

Sport became an early testing ground. Moving between boxing and CrossFit made me notice which skills transfer, which require fresh learning and how much depends on consistency.

It helped me develop a way of learning: observe, understand, experiment, measure and adjust.

Looking back, I recognise an early form of strategic design applied to the individual. It also made me more aware of the conditions that support progress: resources, relationships and access to opportunity.

I began studying law because I was drawn to lawyers’ ability to defend an idea and persuade an audience.

Gradually, I realised that persuasion itself interested me most. I explored psychology and interpersonal dynamics, then moved into communications studies in Toulouse and Paris.

I wanted to understand what people value: usefulness, trust, taste, status and belonging. From there, I became interested in how an offer finds its audience and generates the revenue needed to grow.

I moved into independent consulting. In Tunisia, I supported a medical tourism startup with positioning and business development. In Montreal, I worked with an audiovisual production business on offers, client acquisition and art direction, including projects around combat sports.

These experiences taught me to connect creative intent with commercial realities. REBIAA brought that work into the world of physical products and production.