Co-Design for Rebranding an Italian Foundation

Autor:	Xue Pei, Francesco Zurlo
Jazyk:	English<br />Italian
Rok vydání:	2019
Předmět:	rebranding brand perception co-design philanthropic organization organizational change Architecture NA1-9428
Zdroj:	Agathón, Vol 5, Iss online (2019)
Druh dokumentu:	article
ISSN:	2464-9309 2532-683X
DOI:	10.19229/2464-9309/5182019
Popis:	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.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/39d66e2551014dcb96ea5a7c979019f8 Zobrazit plný text záznamu View record in DOAJ