Co-Design for Rebranding an Italian Foundation


  • Xue Pei Polytechnic of Milano
  • Francesco Zurlo Polytechnic of Milano



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


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.


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Author Biographies

Xue Pei, Polytechnic of Milano

PhD, he is a Postdoctoral Researcher at the Design Department. With a background in product design and service system design, she is specialized in applying her design and research skills to designing services and creating design-led strategies. She has worked in international projects about service and business innovation, social innovation, design-driven creative industries, a city for elderly. 

Francesco Zurlo, Polytechnic of Milano

PhD, he is Full Professor at the Design Department. He’s Deputy Dean of the Design School and Head of the Course in Product Design (BA+MAs). He is Director of Master in Design Strategy and System Innovation and Co-director of Master in Strategic Design. Founder and Director of CI.lab (a Politecnico’s research lab focused in Creative Industries), he is on the board of ADI Index.


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The creative workshop. agathón




How to Cite

Pei, X. and Zurlo, F. (2019) “Co-Design for Rebranding an Italian Foundation”, AGATHÓN | International Journal of Architecture, Art and Design, 5(online), pp. 161–166. doi: 10.19229/2464-9309/5182019.



Design | Research & Experimentation