The Studio Filippini & Associati is a Certified Public Accountants' Office comprising about ten people (half of which are professionals and half administrative personnel and bookkeepers)
The firm provides the following services
- tax consultancy for domestic and international companies
- tax representation
- reorganization of business groups
- company valuations
- audits
- ratings and feasibility studies
- processing of accounting data
The practice was founded in 1987 by Aldo Filippini, who left the auditing firm for which he had worked for four years to open his own business.
Initial work included basic accounting for small and mid-sized businesses, and professional training. Over time, the firm expanded, in terms of personnel and type of clientele, as well as in the importance of the work it handled.
Today, even with its contained dimensions, the firm handles clients often in competition (or together) with large consulting companies or international professional firms.
In other words, it can be considered a boutique firm: small, yet providing a high quality product (service).
Domestic and international customers benefit from a complete service: from full bookkeeping services (often requested by multinational companies investing in Italy) to the compilation of contracts, fiscal planning studies, etc.
The firm's partners and the majority of its collaborators speak English fluently, and some speak French.
While seeking to offer a high quality service and maintaining an extreme attention to the presentation of their work, the firm's internal environment and its relationships with colleagues and clients remain rather casual, preferring to emphasize substance over form. Slipshod behaviour is not tolerated under any circumstances. In other words, the firm's look is simple yet well groomed.
Professionals and collaborators at the firm are aged on average between 30 and 51
The Studio Filippini & Associati has always been in the vanguard in the use of technology and telecommunications (definitely above average for the sector), even while currently not lending too much importance to its website.
这是什么？
在这一步中，您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入，您的作品被接受的可能性越大。
重要事项：可能出于保密原因，品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下，品牌 Builder 想介绍多少，就介绍多少。
这里有两个例子
如果愿意透露其身份（可见）：
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售，价格定位处于中高档；该品牌主要通过专业人士推荐，没有大量的广告宣传。”
如果品牌不希望透露其身份（匿名）：
“能抵消吸烟对皮肤造成的损害的品牌。其产品通过药房销售，价格定位处于中高档；他们主要通过专业人士推荐，没有大量的广告宣传。”
简而言之：谁是您的客户 (无论是可见还是“匿名” :)
We need to create a logo and the relative corporate image for "Studio Filippini & Associati" to be applied on the materials listed at step 7.
The logo must be perceived by customers as simultaneously representing seriousness and "fresh creativity," (our most important work entails a high degree of creativity, especially in the reorganization of business groups; obviously this sort of creativity is expressed in a rather formal and serious environment).
Our work requires that we combine an extreme and rigorous methodology and data analysis with a sound dose of imagination.
At the same time, it would be nice if the corporate image on the documents and the logo helped the firm's employees (professionals first and administrative personnel as well) to feel that they are part of an integrated environment, a compact team.
We don't want to excessively stand out from other professionals: we offer a very specific service, belong to an official order of professionals and we feel we're also part of a broader team (Accounting and Legal professionals) who normally appears in a formal manner externally.
However, we're convinced that formalism should not stand for dreariness or a lack of colour.
Whoever sees our logo or picks up our letterhead paper should have an impression of "dynamic" seriousness. The logo should capture people's attention in a discrete and pleasant manner, like an elegant well-toned necktie
!!!Update as of December 7!!!
1. Our color preferences are blue/light blue, gray/silver and, at most, gold (these are the ones in the various solutions that seemed more in line with the message we want to convey: lively and elegant)
2. In the logo, use the letters FA (Filippini e Associati) because the combination seems to provide better results than SFA (Studio Filippini e Associati); the name could even remain Studio Filippini & Associati, it's just that initials with the two letters are better esthetically; at least, based on what we've seen so far. In addition, FA are the initials of my name, even if reversed.
3. The materials to be provided in executive format (better if also included in the presentations because the logo alone is not enough to form an opinion):
Letterhead
Letterhead second sheet (the ones with just the name and without the address and names of the partners, which wasn't requested in the previous brief)
Paper for notes (the colors I prefer are a very light gray with white lines (not squares) or a light pastel yellow with gray lines
Normal envelopes (letter)
Large envelopes
Business cards
Promotional items
Web page
Complimentary cards (not in the previous brief)
4. Request the positioning of the names and address, etc., on the letterhead. Would it be useful to list the precise names of the offices partners (Aldo Filippini, Massimo Impeciati and Alessandra Razzi, all three with the title Dottore Commercialista) or not? Also specify the positioning of both the names of future partners of the office and non-partners (which should, thus, be distinct)
!!!The end of update!!!
这是什么？
这是品牌 Builder 要求您完成的任务。如果您不了解，那您就彻底没戏了。
例子
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”
简而言之，这是客户的目标，因此也是您的目标！
Managing Directors and Managers of mid to large sized companies.
Entrepreneurs and professionals.
Institutions (our work requires us to establish relationships with financial and public offices in general, as well as with associations within our own sector).
这是什么？
品牌 Builder 希望您让他们高兴，并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心，因为目标受众才是最终接受您作品的人。
例子
“想要戒烟但无法做到的女子。通常是关注自己外表、注意健康的成年人。他们对于自己吸烟感到愧疚，因为他们知道吸烟有害。他们阅读相关书籍。这对他们来说是一个真正的问题，就像：“我的脑袋要某样东西，但我的身体却不听使唤”。他们和我的品牌无关，他们只是在等待值得信赖的“援助之手。”
简而言之：把握他们的想法！
Belive that affairs will be handled by serious, intellectually dynamic people.
Whoever sees or uses one of our documents should have a great first impression of our studio.
这是什么？
品牌 Builder 想要目标受众从您的创作中，思考 / 感觉 / 有所行动的东西。
以下是一些具体示例：
∞ 人们会想到 / 感觉到的一些事：
- 出现了一个新的品牌（或产品或创意或...）
- 这个品牌比其它的或以前的更好
- 这个品牌值得多花点钱
∞ 人们会做的一些事：
- 开始购买该品牌的产品
- 更经常购买该品牌的产品
- 在零售店里库存更多该品牌的产品
上面这些例子非常具体，而通常 Brief 提案是感性的。那样更好，因为可以带来灵感！
例子
“我们想要鼓励吸烟者使用 NMN，将对他们健康的影响降至最低，让他们继续尝试戒烟（尤其如果他们已经尝试过，但是未成功）。”
简而言之：进入他们的脑袋！
Because in all these years of work we know that the level of service we provide is extremely high compared to what the competition is offering.
Obviously, there can be competitors who are better prepared or better equipped than us, but we're certainly positioned in the highest bracket.
We want to make sure that the quality of our work is reflected right from the start in the form of our business cards, letterhead paper and so on.
这是什么？
这是实现目标的关键；是支持提案，使其可信的内容。通常是理性的陈述。
例子
“您吸的每一根烟都对您的外表造成损害。最近的一项研究选取了多对一模一样的双胞胎，其中一个吸了一辈子烟，另一个则从未吸过烟。吸烟者的皮肤比不吸烟者的薄四分之一，有些差别甚至多达40%。NMN 含有能阻止皮肤变薄的抗氧化剂，抵消了尼古丁对皮肤的影响。”
简而言之：需要理由吗？就在这里！
Meticulous attention to details
Sensitivity to the needs of customers
Intellectual dynamism
这是什么？
这是品牌的个性。对...是个性！
将品牌视为一个人，有自己的个性。了解“客户”的个性对于完成度身定制的工作来说至关重要。所以，请仔细阅读所列的形容词...
例子
“科学、值得信赖、注重结果，实现您目标的‘良师益友’。”
简而言之：将其想象成一个活生生的人物！
- Headed paper
- Note paper
- Business cards
- Coloured folders (we use different colours for different types of work, e.g. green for opinions and ratings, grey for legal arguments, blue for financial statements, etc.)
- Gift items (pens, USB keys, other gadgets)
- The logo will also be inserted on our website
这是什么？
列出了目标受众将能够看见您创作成果的地方（或媒介或事物）。这一步中，有时品牌还会告知您该制作的预计投资金额。此信息有助于您决定项目的规模大小。 :)
例子
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元，可以购买大约 100 张单页。”
简而言之：考虑媒介！
Brand's take for the note paper, not to be considered as binding:
- first possibility: light grey paper with white lines
- second possibility: light yellow paper (visually more relaxing)
The following formats will be good for the presentation of solutions:
- .jpeg
- .doc
The winner will have to provide the executive format of the Solution.
如果品牌有任何的偏好选择或解决方案必须达到的技术要求，会在这里提供说明。
这部分可能包括：
∞ 指导方针或必须包含的事项（注意事项）
∞ 商业目标
∞ 市场和竞争者概述
∞ 正面和反面样本
取决于 Brief 的不同，您可能会发现一些随附的文件，比如徽标、产品图片，您提交创意时使用的模板，或任何品牌想要与您分享的其他文件。所以，开始创作前先研究一下随附文件。
简而言之：所有需要您知道的其他事项（之前七步中没写的）！
