Como responder a um briefing numa empresa em crecimento

Carolina Anjos Teixeira Restani Romão (Student)

Student thesis: Master's Thesis

Abstract

This report presents a description of the activities carried out during the internship I completed at the company Openbook, within the scope of the Master's Degree in Creative Industries Management at the Catholic University of Portugal. The internship took place over 24 weeks, in Lisbon, and focused on my adaptation to the business dynamics, highlighting the needs of an evident briefing, capable of showing the solid corporate brand identity. The understanding and development of this entity proves to be fundamental to explain the need for a briefing. To better understand the topic under analysis, the work developed in this area led me to an in-depth analysis of how a well-designed briefing plays an essential role in the communication of corporate identity, contributing directly to its growth, driven by innovation, in adaptation to the desired markets. Throughout the internship, fundamental knowledge was consolidated for the construction of a strategic plan with a solid and efficient structure. Associated with this theme, the relevance of Organizational Culture is discussed, showing how internal values and practices directly influence the desired results, as well as the existence of departments such as human resources and marketing, two direct contributions to organizational dynamism. The analysis moves on to the discussion on the Developed Projects, where the ideas and concepts resulting from the practical application of the briefing are explored. The impact of graphic design is highlighted, demonstrating how effective communication contributes to the internal cohesion and external perception of the brand.