Creation of the brand Ellipsis - More than dots Between passion, sustainability and technological innovation

This thesis aims to present the process, the challenges and the outcomes of the Ellipsis brand creation. The work deals with both technical and entrepreneurial side in which different themes will be deepened to embrace the full contents on which the entire project was carried out, from the beginning to the variety of products created. Ellipsis goal is to create pyrographed wood plates directly customizable by the customers with zero environmental impact to actively supports the battle against climate change. Starting from the idea the main objectives will be proposed accompanied by the academic and social backgrounds that were fundamental for the birth of the whole mission and targets. Based on the surroundings analysis the ICT solution is presented based on the use of a CNC machine in combination with an internal developed software that manages the creation and the editing of the image, or writing, request and that automatically generates the toolpath needed for controlling the pyrograph’s movements through advanced algorithms. After the technical topics, the business ones are detailed showing the core values, the market research, the available tools to support planning and lastly the customers identification. Then, the paper introduces the final outcomes presenting the Ellipsis product lines, a focus on the financial approach and expenses related ending with an analysis on the indicators of success. In the last part, the thesis proposes new opportunities based on blockchain technology that open future expansions and great improvements that have to be followed to stay tuned and to respond better to the new client needs.