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Este relatório apresenta uma descrição das atividades realizadas ao longo do estágio que cumpri na empresa Openbook, no âmbito do Mestrado em Gestão de Indústrias Criativas da Universidade Católica Portuguesa. O estágio decorreu ao longo de 24 semanas, em Lisboa, e focou-se na minha adaptação à dinâmica empresarial, destacando as necessidades de um briefing evidente, capaz de transparecer a identidade de marca empresarial sólida. A compreensão e desenvolvimento desta entidade revelam-se fundamentais para explicar a necessidade de um briefing. Com o objetivo de melhor compreender o tema em análise, os trabalhos desenvolvidos neste âmbito levaram-me a uma análise aprofundada sobre a forma como um briefing bem elaborado desempenha um papel essencial na comunicação da identidade empresarial, contribuindo diretamente para o seu crescimento, impulsionado pela inovação, em adaptação aos mercados desejados. Ao longo do estágio, foram consolidados conhecimentos fundamentais para a construção de um plano estratégico com uma estrutura sólida e eficiente. Associado a este tema, a relevância da Cultura Organizacional é discutida, evidenciando como os valores e práticas internas influenciam diretamente os resultados desejados, bem como, a existências de departamentos como recursos humanos e marketing, duas contribuições diretas na dinamização organizacional. A análise avança para a discussão sobre os Projetos Desenvolvidos, onde se exploram as ideias e conceitos resultantes da aplicação prática do briefing. Destaca-se o impacto do design gráfico, demonstrando como a comunicação eficaz contribui para a coesão interna e perceção externa da marca.
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.
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.
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Crescimento Inovação Tecnologia Estratégia Valor Identidade Growth Innovation Technology Strategy Value Identity