This masters project, carried out in collaboration with Letizia Jaccheri, aims to explore, define and design basic key elements that relate to aesthetics and storytelling for a research project called Tappetina. The purpose is to create a brand for the Tappetina universe thanks to which people can re- cognize and acknowledge the novel, the book and all the other multimedia experiences as part of the same cluster.Tappetina offers an artistic experience around an ecosystem of works ba- sed on the novel “The Little Doormaid: Tappetina” written by Letizia Jac- cheri. The novel as the goal to combat stereotypes of girls in tech and to create an emotional impact that creates interest in and even romantici- zes technological concepts (Jaccheri, n.d.-b). In essence, Tappetina aims to build enthusiasm in kids for tech, and thus it is used in IT workshops for learning IT and programming. This main value is partnered with other values such as empathy, inclusion, cooperation and mentoring. The no- vel has inspired several actors who have cooperated to produce science workshops, and multimedia experiences such as website, videos, illustra- tions, new stories and games, that create the Tappetina universe (Jacche- ri, 2018).The project consists in creating the brand’s visual key elements, starting from the logo and the book and then create a brand guide for future desi- gners or researchers to be used to create new contents that fit perfectly in the Tappetina Universe.Considering that workshops are important parts of the Tappetina Univer- se, the project will include also a section about them where a framework for future workshops is presented, in order to unify them unequivocally under with the new Tappetina brand.This text includes an accumulation of research and personal observations on how brands function in our society today and I will define what a brand is and how it works by showing and analyzing a case study. The same process has been used for the definition of the workshop’s frameworks. Before showing the framework for future Tappetina’s workshops, I started with a literature research on how a workshop works and what makes it successful.