AGATHÓN | International Journal of Architecture Art and Design

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Publisher :
Palermo University Press

Indexed - 2019 : IPI Value (1.92)

Co-Design for Rebranding an Italian Foundation

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Article type :

Original article

Author :

Xue Pei,Francesco Zurlo

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Abstract :

This paper is based on research conducted by Creative Industries Lab of Politecnico di Milano for creating the new brand image and communication strategy for Fondazione Cariplo. A Co-Design approach has involved both internal and external stakeholders in visually defining a shared future identity for rebranding this significant foundation to the public. The research results have revealed that the co-creation process has not only generated the expected objectives, but also raised a cultural change towards innovation inside the organization itself. Therefore, this experience has opened a new research realm for applying design methods and tools in organizations.

Keyword :

rebranding, brand perception, co-design, philanthropic organization, organizational change

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