Co-Design for Rebranding an Italian Foundation
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 fo...
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| Format: | Article |
| Language: | English |
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LetteraVentidue Srl
2019-06-01
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| Series: | Agathón |
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| Online Access: | https://www.agathon.it/agathon/article/view/143 |
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| author | Xue Pei Francesco Zurlo |
| author_facet | Xue Pei Francesco Zurlo |
| author_sort | Xue Pei |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-39d66e2551014dcb96ea5a7c979019f8 |
| institution | Kabale University |
| issn | 2464-9309 2532-683X |
| language | English |
| publishDate | 2019-06-01 |
| publisher | LetteraVentidue Srl |
| record_format | Article |
| series | Agathón |
| spelling | doaj-art-39d66e2551014dcb96ea5a7c979019f82025-02-02T21:37:55ZengLetteraVentidue SrlAgathón2464-93092532-683X2019-06-015online10.19229/2464-9309/5182019Co-Design for Rebranding an Italian FoundationXue Pei0Francesco Zurlo1Polytechnic of MilanoPolytechnic of MilanoThis 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.https://www.agathon.it/agathon/article/view/143rebrandingbrand perceptionco-designphilanthropic organizationorganizational change |
| spellingShingle | Xue Pei Francesco Zurlo Co-Design for Rebranding an Italian Foundation Agathón rebranding brand perception co-design philanthropic organization organizational change |
| title | Co-Design for Rebranding an Italian Foundation |
| title_full | Co-Design for Rebranding an Italian Foundation |
| title_fullStr | Co-Design for Rebranding an Italian Foundation |
| title_full_unstemmed | Co-Design for Rebranding an Italian Foundation |
| title_short | Co-Design for Rebranding an Italian Foundation |
| title_sort | co design for rebranding an italian foundation |
| topic | rebranding brand perception co-design philanthropic organization organizational change |
| url | https://www.agathon.it/agathon/article/view/143 |
| work_keys_str_mv | AT xuepei codesignforrebrandinganitalianfoundation AT francescozurlo codesignforrebrandinganitalianfoundation |