Andrea Gramaccia NDA - Module 7

ANDREA GRAMACCIA module 7

Rationale Logo and Branding Decisions

For every project I carry out I always want creativity to be connected to function and aesthetics and not just an artistic component, so even in the case of my logo I wanted a symbol that would represent me. I simply started from the idea of the initials of my name and surname, as in the first sketches of the next page, but this was not enough: so I tried to intersect the A and G, but the result was bland and old. I zeroed the result and changed the concept, these two letters could still be interesting and represent me and my work. I am very interested in minimal, in life as in the interior it is a style that I prefer because the essential forms and "less is more" is one of the mottos I prefer in the history of design. In the minimal aspect, A and G are nothing more than two geometric shapes; A is a triangle and G is an elaborate circle. At the triangle I removed the base and only two lines remain which will then be tightened to the base. The G is a circle to which a segment is removed and then inserted into the A. We have a simple drawing in which the horizontal line of the G will be the same for the A. I needed to make it more original and therefore I decided to rotate putting the line of G parallel to that one of the A. The choice of colors is on that A remains black, very minimal and G is acid green. The color of the G serves to make the logo stand out because it is in contrast with the black and the turquoise background. Turquoise is a color that gives freshness like the design I want to propose and also has a petrol-colored variant, which is visible in the case of the Presentation Folder. The paper in which all of these materials are based is different paper each product. The Logo Letterhead is an A4 white recycled paper 120 gr weigth.

I have chose this paper because I really believe in recycling and respect for the environment, then give a good paper with these features to my clients, in order to immediately give them an impression of my attention to details and respect for the environment, while not giving up to a great quality. The business card weight is 350 gr and with a rough finish, two colors: turquoise in front and white in the back. The Compliment Slips is 450 gr weight and their finishing is rough and white in both of the sides. The last product I am going to describe is the Presentation Folder, which is in Petrol color and white inside, in smooth but not shiny paper with the small rectangole turquoise with logo in rough finishing as the previous products. The weight of this folder is 380 gr cardboard.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.1) ASSIGNMENT (A)

Brand Identity Logo Creation and Sketches

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.2) ASSIGNMENT (A)

Brand Identity Logo Creation and Sketches

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.3) ASSIGNMENT (A)

Brand Identity Logo Creation and Sketches

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.4) ASSIGNMENT (A)

COLOUR OPTIONS

Brand Identity Logo Creation and Sketches

Red and white have always had a great impact on marketing (like Coca Cola, Netflix, Marlboro etc . .) and are used in many fields. it is very inflated and used, so I immediately abandoned this choice

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.5) ASSIGNMENT (A)

Purple, black and acid green is a more refined choice but with too strong impact and not suitable for a discipline such as interior design.

This choice is in fact more suitable for a racing car

Perhaps a bit trivial y we tend to identify with orange everything that is Dutch but despite this there are existing logos with this color which I see however more suitable for companies that operate in economy and not so strong for design

Black and white have always been synonymous with guarantee for what concerns elegance, this is highly appreciated in design.

Giving a powerful touch with fuchsia is a strong choice but without it, the logo would be expressionless and flat

Brand Identity Logo Letterhead

On the right part of this board, the white paper with titles, logo with the studio name and website address at the bottom of the page.

The paper for the Logo Letterhead is an A4 size.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.6) ASSIGNMENT (A) andreagramacciadesign.com

Brand Identity Compliment Slips

The Compliment slips is printed only on one face and its sizes are 210 x 99 mm.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.7) ASSIGNMENT (A)

Brand Identity Business Cards

The Business Card has both of the faces printed and its size is 5 x 8 mm.

I chosen to don’t write my telephone number because nowdays, in my opinion, it is better to have a main approach by social network and only once the potential client had checked if I am the right person for him, he can contact me by email and in a second time we will have a telephone contact.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.8) ASSIGNMENT (A)

Brand Identity Presentation Folder

The presentation folder is in Petrol color and white inside to give a sense of cleanliness and not to tire the eye with a dark color like the external one.

A tab similar to a business card descends from the top with a small wording.

On the back bottom the website link and the folder format is A3.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.9) ASSIGNMENT (A)

IF...

WHAT

Brand Identity Items for Clients

Men’s

Women’s

Bag

One way to pamper customers, for a negligible amount, is to give them a t-shirt or a bag (or both). This policy has both an advertising reason, as the customer will advertise my business with the logo printed on it, but being ecological objects, it will also convey a sense of sustainability to them which is the same that I put in the projects and objects I propose.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.10) ASSIGNMENT (A)

Brand Identity Sportswear Nike Joint Venture

Every occasion is important to make my brand known.

Marketing that never rests, therefore, also reaches sportswear for the gym, for running outdoors and on the football field.

In all these situations where we can meet new people and therefore potential new customers or old friends. Matching the company logo to the Nike brand will give the impression of being part of a joint venture with the American giant or in any case will induce potential customers or the curious to get information on the logo that accompanies the most famous sports brand in the world. In these images I found sportswear in the same colors that I chose for my logo which, for simplicity and minimalism, naturally matches the Nike swoosh.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.11) ASSIGNMENT (A)

IF...

WHAT

Brand Identity Social Networks

Website

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.12) ASSIGNMENT (A)

Linkedin

Brand Identity Social Networks

Instagram

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.13) ASSIGNMENT (A)

Facebook

Brand Identity Existing Logos

FAMOUS

LOGOS GOOD

Philippe Starck's logo is very minimal even though its design is anything but essential, in fact it is very artistic, but I really appreciate the T which becomes a + as I believe it symbolizes added value

Marcel Wanders' logo is a simple writing bearing his name and surname and is characterized by the fact that the A's and E's are reversed between name and surname and have also been upside down. I read this small detail as a great message of creativity that is not flashy but very accurate

Patricia Urquiola expresses a very delicate and colorful design and the delicacy is evident in the choice of the thickness of the line that makes up the logo made of only consonants circumscribed in an O

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.14) ASSIGNMENT (A)

Brand Identity Existing Logos

FAMOUS

LOGOS BAD

I think Karim Rashid's logo represents his very playful and colorful design; at the same time I think this logo, for shape and color, much more suitable for a Barbie rather than a designer

The famous organic and sinuous shapes of Zaha Hadid's works have always been considered wonderful and spectacular, both in concept and in the final result, but unfortunately the logo is too simple and in my opinion does not exactly express her work

Fabio Novembre's design is very ashy and eclectic but the logo uses a linear and slightly dull font that does not fully represent, in my opinion, his way of designing

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.15) ASSIGNMENT (A)

Brand Identity Executive Summary (500 words)

Executive Summary Andrea Gramaccia Design

With ten years of experience in interior and product design Andrea Gramaccia Design is a studio that has a track record for successful design. Andrea Gramaccia Design provides clients with reliable highquality services in the industry. I am a "one man band" dedicated to satisfying my customers in order to keep them coming back. My committment to quality and service makes me a valid and worthwhile investment.

The details emphasizes development of the most simple parts with the highest needs. My supply philosophy allows me to meet the needs of the widest range of customers, creating a great supply for a high demand.

The client comes first. By meeting the needs of every customer that walks through my doors, I create a wordof-mouth marketing model that allows me to expand dramatically within my industry. Low popularity is a problem as word-of-mouth makes it difficult to generate it, so it can be an effective cost work with a PR agency and make a name around the city or through the network and social networks, but it drastically increase the business with a high percentage in terms of image return and clients. The positive part of the "society of the image" in which we live today is being expendable also on the image level. Showing your CV today is no longer enough and having one or more showcases like social networks is not only useful but it is essential to make you understand who you are and not only what you propose. Parallel to this speech, a striking example is that of open kitchen in a restaurant where you no longer only require the good cuisine of the restaurant with excellent well presented dishes but you also want to see what the chef is preparing and how he does it. Today, designing is therefore not the only aspect of this work and besides social networks, another fundamental activity has always been the relationships that are undertaken with editors and journalists. Creating an interior and industrial design project today is easier as there are many tools to be able to do it and many means to be able to promote them, but the difficult part is being chosen by a potential customer, for this reason I believe that the image can help develop an emotion and thus push the project above a "normal" design project but raise it to a higher and more visible position.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.1) ASSIGNMENT (B) andreagramacciadesign.com

Brand Identity Description of Business (400 words)

Description of Business Andrea Gramaccia Design

The business is focused on the creation of internal spaces but also on objects for furniture and furnishing.

This is the particularity of the studio, giving a solution to the interiors with greater awareness and ability to create also through the objects that could furnish it. Specifically, the business is undertaken for national and international customers. The studio offers a complete service of research of materials, finishes, trends and sustainability which is a current topic and we hope, increasingly central to the production and daily lifestyle of anyone. The need to do business, however, lays the foundations and a solid attention to the sustainable and social part of research towards the furniture companies that are chosen for their interesting products and suitable for each individual interior project. The work is developed with the client following a meeting by addressing needs to be solved and their personal tastes, subsequently the development of an idea is addressed individually and/or with the support of external colleagues and therefore expressed in two or three free hand sketches and survey drawings. After a further meeting with the developed ideas, we proceed with the help of 3D rendering and contacts with representatives and suppliers of furniture and objects. A select team of plumbers, electricians, carpenters and bricklayers is essential for interior projects; a capable team that can be available when needed and with excellent manual skills.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.2) ASSIGNMENT (B) andreagramacciadesign.com

Brand Identity Mission Statement (100 words)

Mission Statement Andrea Gramaccia Design

The mission of Andrea Gramaccia Design is to give shape to environments and objects. Creating spaces, furnishing them, or rather, dressing them with functionality and beauty, with sustainability and logic, thus giving fundamental importance to the feeling that will be created between the space and who will live it, work on it or be intrigued by spending ten minutes there. This vision is the basis of the project I have in mind to try to improve people's lives, at least in terms of space and objects, surrounding them with taste for aesthetics and a strong sense of comfort and relax.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.3) ASSIGNMENT (B) andreagramacciadesign.com

Brand Identity Location of Business

Location of Business Andrea Gramaccia Design

100 80 60 40 20

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.4) ASSIGNMENT (B)

Milan

Rest of th Italy

London

Rest of the Europe

United States

0

On the "Y" axis we have the percentage of the Business Success while on the "X" axis we have the locations of where the Business it will be better

andreagramacciadesign.com

Brand Identity Location of Business - United States United States

California

Italian design furniture and Italian culture in this sense have always been appreciated in the United States and there are two examples that lead me to think of the American market, precisely in California, which are the Bontempi and Poltrona Frau companies, both based in my Region; both showrooms in Los Angeles are synonymous with practicality to create interiors with Italian furniture. The type of competition is different as the Italian designers are numerically lower than the American ones but the problem can be represented by the acquisition of a work visa.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.5) ASSIGNMENT (B)

Brand Identity Location of Business - Rest of the Europe

Rest of the Europe

The discourse of Italian culture and design is also valid for the other countries of the Rest of Europe, but without the obstacle of a visa: exporting Italian design is a difficult task but facilitated by the fact that the furniture of this tradition and contemporaneity , are found everywhere through showrooms and low export costs. It is important to have a designer of the same nationality who can embody the principles of this culture and transfer them to an interior.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.6) ASSIGNMENT (B)

Brand Identity Location of Business - London

London

London is a city that has a high availability of Italian objects and furniture and even if the styles present are not inspired by the tradition of Italian design, much more to a more classic English, they have a wide competitiveness that can easily be transformed into inspiration that is from all over the world and interior work can concentrate more creatively on the role of the commercial interior: shops, restaurants, pubs, etc ...

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.7) ASSIGNMENT (B)

Brand Identity Location of Business - Milan / Rest of the Italy

Rest of the Italy

Milan

Milan and the rest of Italy have a high level of practicality of easier business as regards the procurement of Italian furniture, but a high competition because the mentality of the designers in the area have the same cultural foundations. Differentiation will therefore come with a greater push on PR agencies, compared to what will happen for the foreign markets just mentioned.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.8) ASSIGNMENT (B)

Brand Identity Budget Including

Set Up Cost & Capital Expenditure Andrea Gramaccia Design

Set Up Cost & Capital Expenditure

Setting up costs is a very important action especially at the beginning where I have to have an idea that is as clear as possible and then eventually ask for a sum from institutional bodies or banks or through government aid that deals with loans or money. On the next page we will find a list of monthly and annual expenses car ried out with estimates calculated on the appropriate sites. The calculation includes office expenses, in my case the home office and they concern electricity and water bills, with an approximate annual calculation; then we have expenses that vary from daily to weekly such as those for stationery and the only initial expen se for the purchase of a computer. Social networks can be managed manually by me without cost interferen ce or we can add small expenses for the promotion of the Facebook page or Youtube etc .. An important expense is instead that relating to advertising and marketing that can be managed by an appropriate PR agency that gives us media support with both magazines and virtual support with SEO and proxies for the ease of being found on the internet as soon as a search opens with the name of my start-up. Licenses and permits are a figure that must be calculated annually as I refer them to the licenses of programs to design and present projects both digitally and on paper. Insurance is a monthly expense, according to the estimates that I managed to get done and that becomes bigger when we need to have external support from a free lance employee who obviously must also be protected with an insurance. Regarding an external employee, I must also include a possible expense for his salary, calculated in hours on the next page. Going back to the annual expenses we find the accountant and the lawyer. There are expenses that are made once in 5 or 6 years (or less, it depends on the amount of work) because it is more convenient to print in large quantities and I am talking about business cards, compliment slips, logo letterhead and presentation folders. Last but not least the website and its management: through wix or wordpress I can create and manage autonomously my personalized site with low annual management costs.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.9) ASSIGNMENT (B) andreagramacciadesign.com

Brand Identity Budget Including

Set Up Cost & Capital Expenditure

Office Space - the place will be a home office, for convenience and to reduce rental costs of an office, then I will only have to pay the bills every month (average electricity and water bill per year = £ 550,00)

Insurance - personal insurance and/or for eventual occasional employees (General Liability is an insurance which price is around £ 21,00/£ 30,00 per month for small firms)

Equipment and supplies - laptop, sketchbook, pencils, markers, pens, laser meter, tape measure, bag

Employee salaries - it depends by the time he or she work; I will hardly have permanent employees

(around £ 1820,00)

(a salary it would be based between £ 15,00/£ 20,00 per per hour depending on the employe experience)

Communications - social networks

Lawyer and accountant - (lawyer is between £ 80,00/£ 235,00 per hour while the accountant has price of

(instagram, facebook, linkedin, etc..)

around 300$ per year)

Advertising and marketing - PR agency, events, magazine articles, media support (proxy, SEO, etc...)

Printed marketing materials - business cards (10000), compliment slips (5000), presentation folders

(We.Do Agency in Milan is £ 3200,00 per month per 4 months)

(2000) - everything is around £ 911,00, source pixartprinting.com

Licenses and permits - software computer drawing

Making a website - using wix.com or other engines, it is possible to create an interesting and cool

(Rhinoceros, Autocad, Adobe Suite, etc... is around £ 3650,00 per year)

website by itself (only annual cost for the domain which is £ 165,00)

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.10) ASSIGNMENT (B)

Total Expenses

£ 20.481,00

Brand Identity Budget Including

Outline Forecast for 12 Months Andrea Gramaccia Design

Outline Forecast for 12 Months

More in depth, the business money will be generated by a strong image return that will emphasize the pro jects and therefore lower the challenge with competing companies or designers. Going in order; in the previous pages in which I listed the expenses, I mentioned the Communication and Advertising & Marketing expenses which have an important cost. The calculation was made on a four-month operation with a public relations company because this is the minimum time with which the agency manages to baste relations with journalists for the publication of articles on my business and projects. . "Advertising is the soul of business" Henry Ford; is a phrase that today has a value tripled or perhaps quintupled as the ways to have and adver tise are considerably more numerous and even less expensive than many years ago, where the means of communication were few and not very accessible due to the high costs. In the world of communication like today, advertising and image give the designer or company a higher image than other competitors who are less exposed, making it possible to place the company at a higher level and therefore more easily in sight.

We will be able to ascertain that this solution will guarantee easier and faster recognition to a wider audience or if the advertising is aimed at a target, that target will be a more competent audience in the matter and will be able to immediately evaluate the quality of the work of the start-up. For reasons of sustaining an adverti sement that extends beyond four months or that will simply give the company more notoriety, this will ensure that the costs in the work are wider, justified precisely by the image costs. Translated in numerical terms, a consultancy will be more easily around ÂŁ 250 and an hourly wage of ÂŁ 120. These figures will reduce the margin with expenses and therefore reduce the loan made with Business Angel. Business Angel is a very interesting financial agency and I consider it suitable for the type of loan I need, also because it operates in many sectors so it can be very useful. For the annual expenses so far considered to be just over ÂŁ 20,000.00, I intend to request half of this amount already having a small personal budget.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.11) ASSIGNMENT (B) andreagramacciadesign.com

Brand Identity Budget Including

Outline Forecast for 12 Months

EXPENSES/MONTHS

JAN

Bank Loan

£ 10.000,00

FEB

MAR

APR

MAY

JUN

JUL

AGO

SEP

OCT

NOV

£ 3650,00

Licenses Insurance

£ 25,00

£ 25,00

£ 25,00

£ 25,00

£ 25,00

£ 25,00

£ 25,00

£ 25,00

£ 25,00

£ 25,00

£ 25,00

£ 25,00 £ 300,00

Lawyer & Accountant Internet & Cell Phone

DIC

£ 40,00

£ 40,00

£ 40,00

£ 40,00

£ 40,00

£ 40,00

£ 40,00

£ 40,00

£ 40,00

£ 40,00

£ 40,00

£ 40,00

Electricity Bill

£ 225,00

Water Bill

£ 225,00

Office supplies

£ 1820,00 £ 50,00

Social Network Advertising

£ 50,00

Marketing/Promotion

£ 3200.00

£ 3200.00

£ 3200.00

£ 3200.00

Professional fees

£ 2500.00

£ 2500.00

£ 2500.00

£ 2500.00

Tax payments

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.12) ASSIGNMENT (B)

£ 2500.00

£ 2500.00 25%

£ 50,00

£ 2500.00

£ 2500.00

£ 2500.00

£ 50,00

£ 2500.00

£ 2500.00 25%

£ 2500.00

Brand Identity SWOT Analysis

SWOT Analysis Andrea Gramaccia Design

Strenghts - The strengths that I want to mention are: closeness and attention to the customer. Understand ing his needs and his doubts, his tastes, accompanying him to choose the chosen objects (or going to cho ose them for him also in person), review and explain the project or clarify his doubts, already have a support team for the on-site intervention (electrician, plumber, bricklayer, paver etc ..) and also technical / theocratic support such as that of an engineer or an architect. These elements are fundamental to be considered as real professionals in which the customer is not called only at the end of the project to pay but, when he pays, he will know the reason for the figure and will be more easily convinced to pay.

Weaknesses - Listing weaknesses is never pleasant but it is a duty to us and above all out of honesty tow ards the customer. Listing weaknesses for us serves to understand, how and where to intervene to repair them and is therefore a personal and professional growth. In my case, the weaknesses concern the ability to express a precise and detailed estimate when a customer has to get an idea of the expense he will have to face.

Opportunities - The opportunities are connected to the previous speeches in which I explained the impor tance of the name and therefore of the apparitions and word-of-mouth. After these methods of advertising, we can intervene with public relations by attending as many places and activities as possible: the opening of a shop, making friends with merchants, suppliers and showroom owners but also in situations not necessari ly connected to work, in fact many collaborations can arise from mutual friendships or attendants of gyms, football matches, or tennis matches, etc. Then having a social life.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.13) ASSIGNMENT (B)

Threats - The "threat" that can arise in a company, from my point of view, concerns competition. I put this word in quotes because the positive side of the threat called competition is that it can push us to do better and do more. Mainly, however, competition remains a threat because it can steal our customers or potential customers. There are also multiple threats linked to unusual, random and unpredictable factors such as an economic crisis, but I would not like to mention it among the threats but among real calamities in which there is a policy that acts to safeguard operators.

andreagramacciadesign.com

Marketing Plan Market Situation

The first section of a marketing plan provides a snapshot view of the marketing arena. It presents what I know about the size and growth trends of my market, what I face in terms of competition, and what critical issues will affect my ability to sell my products (projects) — for better or worse.

My customer description - in geographical terms my customers will be more easily Italian and living around my area. Foreign clients are not excluded and especially those that I mentioned in Assignment B, there fore concerning the rest of Italy, the rest of Europe and part of the United States because I will reach their interest through consultancy and therefore not necessarily create a project from 0. The age range will be very wide and mainly couples will request a project, basically for two reasons: the first one is that a cou ple feels the need to want to furnish a house to their liking but to agree on a part or part of it others may be difficult and therefore the designer's intervention is required, both for skills and for adjusting the requests on both sides. Another reason is that the female audience has always been more attentive to details and aesthetic taste in dressing, as in the home, so the designer will be called to adjust the tastes and transfer them to the furniture.

How customers divide into market segments - in this case the male / female factor within a couple, as I explained before, narrows the field and analyzes the customer in more detail. Hardly a single woman but even more a single man, they turn to an interior designer as it is usually the woman within a couple the most attentive to this discipline. From here a subgroup of customers will develop concerning the origin, therefore after dividing the male customer from the female customer, we will take a further step to understand how these customers will act based on their origin. Basically the speech of the most interested woman is valid for all the countries mentioned in the analyzes carried out regarding the locations in which I operate.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.1) ASSIGNMENT (C)

Marketing Plan Goals and Objectives (300 words)

Goal and Objectives Andrea Gramaccia Design

The goal is to assist the customer in creating an atmosphere within a space, be it the home, the office and above all in the retail field and showrooms. More specifically, getting one corporate client per month and to do this, I thought of putting a paper ad in the local work diary that is read by most executives in my area.

Another goal is to establish partnership relationships with real estate agents and construction companies with which I can work to report business to each other. The direct sources of competition are other interior designers and interior decorators. So I evaluate the strengths and weaknesses of the competition. I decide to visit my competitors' website and collect as much information about them as possible; this is to understand how they make customers loyal to them and evaluating the way they speak to customers in their marketing materials, what services they offer, what prices they charge and who they are targeting for their services. So I can compare my strengths and weaknesses with those of my competitors to see what I can offer different from them. I use competitor information to develop my image, maximizing my strengths and emphasizing areas that I can improve on. Without a set budget, a marketing plan is simply a piece of paper. According to a little research I did, the marketing part of a corporate interior decoration budget can go up to 20 percent, but on average it goes from 5 percent to 10 percent. New interior decoration businesses typically spend mo re on marketing in the early years of business to establish themselves in the community. This budget should adequately cover print ads (newspapers, magazines), printing and sending newsletters and postcards, prin ted promotional material (brochures, business cards), website marketing and membership of professional organizations.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.2) ASSIGNMENT (C) andreagramacciadesign.com

Brand Identity Business Market Positioning and Brand Values (300 words max)

Business Market Positioning and Brand Values Andrea Gramaccia Design

I think that luxury or the medium-high end of the company is the right position for my interior design busi ness. The term luxury does not necessarily want to flaunt wealth and be affiliated with kitsch but in this case it wants to convey the feeling of a luxury experience without ever using the word luxury in my brand. Yes, the idea is to get customers in a medium-high range, but the luxury concerns the attitude of making each custo mer feels special, "pampering" him with attentions, listening to him and staying in touch even during the project development process on the spot. The clientele to which I turn is a high-end that allows me to sup port this type of relationship based on spending a lot and therefore a lot of attention to a few customers because those few projects will be well paid. Working less but working well and in detail with attention, will guarantee my brand adequate earnings and also a good dose of exclusivity. The rich among us may be able to afford more luxuries as a whole, even if at every level and with less frequency, even the less wealthy like to give in to luxury and this, however, always done in respect of the brand therefore not falling into the need to accept lower prices. The "luxury" in fact concerns less the money actually spent and more a mentality: any one who favors quality, character, attention to detail, calm. The products and in this case the luxury services, are distinguished from the rest of the products and services because they seem different, are presented dif ferently and are so different from the average. They are interesting. Their appearance is attributed to a distin ctive taste and they do not try to attract everyone.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.3) ASSIGNMENT (C) andreagramacciadesign.com

Brand Identity 12 Month Marketing Strategy (300 words max)

12 Month Marketing Strategy Andrea Gramaccia Design

During the 12 month-marketing the plan can positively undergo accelerations, which concern marketing and image. I'm talking about the presence at some fairs and specifically, the presence at the fair as "Il Salone del Mobile" in Milan being in Italy and hosting companies and suppliers from all over the world, is essential for establishing business relationships and getting to know the products up close. Also during the show, the FuoriSalone event will give me the opportunity to meet other suppliers, visit showrooms, editors and journa lists. Since the American market is a market in which I want to contribute with my work, another opportunity to make the most of the economic potential of American customers is therefore to be present in the mom ents in which they can exploit the return of taxes in the months of April and May, to carry out projects or consultancy. The same possibility in the Italian market is July. Other particular but frequent and repeated occasions throughout the year are those relating to the holidays: activate a mailing list plan to "pamper" customers during the Christmas period, inform them about Christmas, Easter and summer holidays also to communicate a temporary closure of the business on weekdays. The hook that will allow me to overcome the competition is the complete package that will give the customer safety; from the project established toge ther and constant communication with on-site updates or simple advice on advice up to the on-site project with a team of plumbers, bricklayers and electricians. A decisive motto that immediately gives the idea of this preparation and accuracy could be "Stop to imagine, think to dream", this phrase immediately suggests that the customer must not think of anything; will dream with my directions during the meetings, until the final result.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.4) ASSIGNMENT (C) andreagramacciadesign.com

Brand Identity Marketing Budget (200 words max)

Marketing Budget Andrea Gramaccia Design

From the annual expenditure discussed in the previous pages, the main expenses are those for marketing and they are the largest expenses of the marketing plan. As already seen, marketing is very important, funda mental, as in all fields and also in this sector: paper marketing and online marketing. I will make great use of word of mouth but this will have a negligible cost: paper marketing will be carried out with the printing of business cards that can be left everywhere and exchanged in person during conventions, inaugurations, me etings of various kinds and not exclusively at work. The print figure for business cards and advertisements in local magazines is around £ 850.00 per year. Online marketing instead will take advantage of the annual cost of a self-managed website whose amount is £ 165.00 (domain inclueded) and in addition there will be the costs for social networks and SEO management which is around £ 120.00 per month.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.5) ASSIGNMENT (C) andreagramacciadesign.com

Brand Identity Action Plan (300 words max)

Action Plan Andrea Gramaccia Design

To achieve the goal of my project, I want to list and underline in this action plan what will lead me to achieve the main goal. The purpose is precisely to emerge in a broad market such as that of interior design and hav ing already ascertained the ways and tools with which this purpose will be achieved, I will analyze below the steps for its realization through small objectives. The whole action plan and related costs have a duration of 12 months, during which, after the first 4 months marketing plans developed with a PR agency, the image will more easily guide the acquisition of new customers; the project will be carried out with a longer dura tion, but at a lower cost. The marketing plan consists of social networks and visits to the website. Parallel to the articles in the magazines with the help of the PR agency and therefore also to the events they will give me the opportunity to introduce myself in person, so that I can also carry on a virtual marketing speech in which social networks act as constants informants of the activities that I also carry out in my private life. The role of the social network in fact will serve not so much to fill the page with new random projects without commission, but to expose the designer (me) making him known on a more personal level and thus showing my passions and ways of to think that they also influence the projects that I carry out. The online activity will ensure that it can also carry out consultancy activities with more clients in the world. This action plan is set for a year but online activities will be a fundamental part of my job.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.6) ASSIGNMENT (C) andreagramacciadesign.com

Brand Identity Long Range Plans (200 words max)

Long Range Plans Andrea Gramaccia Design

Developing a long-term plan means having a clear idea of the business over the long term, therefore having a solid strategy, which can be reviewed if necessary, but clear. My vision is not necessarily shareable with customers or any collaborators, it is not a secret, but it will still be visible through the projects and the way of thinking about them. As already ascertained, this vision is made up of objectives, and a path that develops a lot on marketing. In the long run, marketing on social networks and the constant updating of my website will develop, which will make the company goal a daily goal. In the short term, a great deal of use of social networks and PR agencies will be essential to push and "bomb" the company to as many channels as pos sible, while in the long term, once the name is high-sounding or simply already known, social network and website care will ensure that the name is always high in searches. Constant updates will be the main factor in the long-term goal.

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.7) ASSIGNMENT (C) andreagramacciadesign.com

Brand Identity Home Office Sketches

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.8) ASSIGNMENT (C)

A small space obtained from a room in the house to work rather than to welcome clientss.The chair wil be in Petrol color while the wall behind the computer wil have the teal color of the logo. The bookcase and the long desk wil have practical connections for the current so that you can also have a printer and a plotter. A large window is the most important thing for me to have natural light.

Brand Identity Home Office

Entrance

Home Office

Plan

The home office is my workplace and is inspired by these two images of interior and exterior. The idea is in fact to obtain a room from a detached brick house outside the city. A door will connect it to the rest of the house while an external door will have the sign with the studio logo to allow customers to enter. The studio space is modest and essential, exclusively as a workplace and it can accommodate an employee in case I need him/her, but the welcome to the client to discuss a briefing or for a meeting will take place more comfortably in the living room or in the garden; larger and well-furnished spaces that will give the client a first approach to my way of doing design

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.9) ASSIGNMENT (C)

References https://www.perlego.com/book/546586/introduction-to-graphic-design-pdf

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STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.10) ASSIGNMENT (C)

https://www.casapiumantova.it/marchi/bontempi-casa

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https://www.antoniolupi.it/en/collections/atelier

STUDENT NUMBER - 10309 STUDENT NAME - Andrea Gramaccia MODULE - 7 (1.11) ASSIGNMENT (C)