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.