Presentation of Joaquín Garrido and RotulDecor
We open the episode by welcoming Joaquín Garrido, from RotulDecor, a company specializing in unique signage and commercial decoration projects. facade signageFrom the beginning, the conversation focuses on experience, innovation, and professional evolution.
Beginnings in a family of sign makers
Joaquín explains how he started in the sector at just 14 years old, within a family dedicated to traditional signage. His father was a hand sign painter and his mother handled the administrative side, allowing him to learn the trade from the ground up.
The artistic value in professional signage
We talk about the loss of the artisanal component and how new technologies, such as 3D printing, can recover an artistic part within the sector. The key is to use technology not only to produce faster, but to differentiate.
The facade as a sales tool
One of the great learnings from the episode is that the facade communicates before the client enters the business. A good facade signage must convey trust, positioning, brand value, and consistency with what the business offers internally.
The technical complexity of a well-executed facade
Joaquín explains the importance of technical drawing, battens, junctions, joints, expansions, and finishes. A facade signage quality does not depend only on the visible finish, but on the entire construction system behind it.
Sustainability in signage and durable materials
The episode reflects on the environmental impact of the sector. It discusses recycling, waste separation, certified materials, composite, HPL, wood, glass, and metal. Durability appears as one of the keys to sustainability: a product that lasts many years reduces replacements and waste.
AI, productivity, and new professional profiles
The conversation delves into how AI impacts design, budgeting, management, CRM, and data analysis. It is also suggested that new professional profiles will need to know how to work with artificial intelligence tools to remain competitive.
Specialization, pricing, and business model
The episode concludes with a business reflection: competing solely on price weakens the sector. Joaquín defends the importance of adding value, educating the client, specializing, collaborating with partners, and building a solid professional network.
Advice for new generations
Joaquín concludes with a message for those starting out or coming from families of sign makers: listening to those with experience can prevent mistakes and add significant value to one's professional future.
