TY - JOUR AU - Pei, Xue AU - Zurlo, Francesco PY - 2019/06/30 Y2 - 2024/03/29 TI - Co-Design for Rebranding an Italian Foundation JF - AGATHÓN | International Journal of Architecture, Art and Design JA - AGATHÓN VL - 5 IS - online SE - Design | Research & Experimentation DO - 10.19229/2464-9309/5182019 UR - https://agathon.it/agathon/article/view/143 SP - 161-166 AB - <p>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.</p> ER -