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A team of explorers and facilitators

We help organizations design desirable futures through strategic design, innovation and future design.
How it all started
Marketing Toys was born in Mugello, Tuscany, from a table full of post-its and an uncomfortable question: why does strategic consultancy have to be boring?

Filippo and Gaia come from different worlds — he from strategic design, she from business design — but they share an obsession: finding the point where rigor and creativity stop being opposites and become the same thing. They started working with startups, small businesses and territories, bringing design thinking and facilitation where no one expected them. Turning complex concepts into tools people could actually use — the first "toys."

Year after year the playing field expanded: from business models to brand identity, from strategy to future thinking, from workshops to books. Projects with industrial companies, museums, cultural organizations, public institutions followed. And travel companions who became stable partners.

In 2023, becoming a Benefit Corporation made official what was already true: business can and must generate positive impact. It wasn't a turning point — it was a recognition.

Today Marketing Toys works from Marchisoro, a creative hub in a restored Tuscan farmhouse. But the table full of post-its is still the same.
Who's behind the toys
Filippo Giustini
Design Strategist
Filippo transforms complexity into clarity. He has spent over fifteen years connecting worlds that usually don't speak to each other: strategy and creativity, data and intuition, vision and pragmatism. He's the one who sees systems where others see isolated problems, who draws maps where others see confusion. He works on strategic design, positioning and innovation — and on keeping the big picture together when everything is moving. He has written books, designed frameworks, spoken at TEDx, and registered a domain name that went viral across Italy in 48 hours. But what he does best is ask the right question at the right moment.
Filippo Giustini
Design Strategist
Filippo transforms complexity into clarity. He has spent over fifteen years connecting worlds that usually don't speak to each other: strategy and creativity, data and intuition, vision and pragmatism. He's the one who sees systems where others see isolated problems, who draws maps where others see confusion. He works on strategic design, positioning and innovation — and on keeping the big picture together when everything is moving. He has written books, designed frameworks, spoken at TEDx, and registered a domain name that went viral across Italy in 48 hours. But what he does best is ask the right question at the right moment.
Gaia Provvedi
Business Designer
Gaia transforms bold ideas into structures that hold. She's a business designer who thinks in models, scenarios and sustainability — and who won't settle for a beautiful idea if it's not also solid. She works on business models, value propositions and commercial strategy, with constant attention to impact and ethics. She's the one who keeps feet on the ground when the team flies too high, and who builds the foundations on which you can actually play. She has accompanied companies, startups and organizations in rethinking how they create and distribute value — and in doing so with more awareness.
Gaia Provvedi
Business Designer
Gaia transforms bold ideas into structures that hold. She's a business designer who thinks in models, scenarios and sustainability — and who won't settle for a beautiful idea if it's not also solid. She works on business models, value propositions and commercial strategy, with constant attention to impact and ethics. She's the one who keeps feet on the ground when the team flies too high, and who builds the foundations on which you can actually play. She has accompanied companies, startups and organizations in rethinking how they create and distribute value — and in doing so with more awareness.
Together they created an approach that blends methodological rigor with visionary creativity. The team is completed by a flexible network of specialists — service designers, developers, copywriters, photographers — assembled for each challenge.
Our journey in brief
Over fifteen years of work with companies, territories and organizations that chose to transform.
  • 20+
    years of strategic consultancy
  • 130+
    articles published
  • 10
    structured transformation paths
Industries: industrial companies, startups, territories, museums, cultural organizations, public institutions, benefit corporations, TEDx

Some names: BotWorks Automation, TEDx BilancinoLake, Slow Food Mugello, Archaeological Museum of Valle d'Aosta, BoaVida
Marchisoro HUB — Our playing field
Our headquarters is in Marchisoro, in the heart of Mugello, thirty minutes from Florence. Not a traditional office, but a creative hub housed in a restored Tuscan farmhouse, surrounded by green hills.

A space that embodies our philosophy: deep roots in tradition, an open gaze toward the future, connection with nature. Here we host workshops, co-design sessions and meetings with clients and partners. It's where we cultivate the balance between intense work and wellbeing, between focus and lightness, between rigor and creativity.
Being a Benefit Corporation means having integrated the commitment to generate positive impact into our statute — not just financial results. We promote sustainable business practices through our work with clients, contribute to the growth of the territories we operate in, and cultivate a way of working that puts people and planet at the center.

Marketing Toys Srl Società Benefit
c/o Marchisoro HUB, Strada per Coldaia 11
50038 Scarperia e San Piero (Firenze)
P. IVA 07310880484 - SDI M5UXCR1


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