The purpose of this research thesis is to investigate the applicability of co-design – a participatory design approach that involves active collaboration between designers and co-designers, valuing creativity and personal experience – in branding. Specifically, the focus is on the initial stages of the design process: research, analysis and definition of the brand strategy. The interest in the participation of non-designers in the branding project originates primarily from a personal design experience, in which questions arose regarding the degree of customer involvement in the process. The need for a well-structured answer was the starting point for the research. The concept of co-design made it possible to identify the design methodology that enables collaboration between designers and non-designers. To date, its application to branding is not common, and evidence from the literature and case studies has suggested new possibilities for research. A survey was therefore conducted among professionals working in the field of branding. The perimeter of the research is the Italian professional context: agencies and studios recognised in the sector and active in the territory were involved. The research methodology was based on a series of semi-structured interviews and an online questionnaire. A total of 45 responses were collected from as many organisations. The conducted work produced significant results. The paper reports direct testimonies and documented case studies, it presents the tools and methodologies used to approach the branding project in a participatory manner, and discusses the conditions that allow for the implementation of the co-design approach to branding, as well as the limitations that characterise the adoption of this methodology, including the point of view of those who favour traditional approaches. The research aims to bridge the gap between professional practice and academic research, underlining the phenomenon of co-design for branding, which has been little explored in the literature to date.
Lo scopo del presente elaborato di ricerca è indagare l’applicabilità del co-design - quale approccio progettuale partecipativo che prevede la collaborazione attiva tra designer e co-designer, valorizzando creatività ed esperienza personale - nel branding. Nello specifico, il focus riguarda le fasi iniziali del processo progettuale: ricerca, analisi e definizione della strategia di marca. L’interesse verso il tema della partecipazione dei non-designer nel progetto di branding nasce, in primo luogo, da un'esperienza progettuale personale, in cui sono sorti interrogativi riguardo al grado di coinvolgimento del cliente nel processo. L’esigenza di una risposta strutturata è stata l’incipit del lavoro di ricerca. Il concetto di co-design ha permesso di individuare la metodologia progettuale che abilita la collaborazione tra progettisti e non-designer. Ad oggi, la sua applicazione al branding non risulta ricorrente e le evidenze emerse dalla letteratura e dai casi studio hanno suggerito nuove possibilità per la ricerca. È stata condotta, quindi, un’indagine rivolta ai professionisti che operano nell'ambito del branding. Il perimetro della ricerca è il contesto professionale italiano: sono state coinvolte agenzie e studi riconosciuti nel settore e attivi sul territorio. La metodologia di ricerca si è basata su una serie di interviste semistrutturate e un questionario online. In totale sono stati raccolti 45 riscontri provenienti da altrettante realtà. Il lavoro svolto ha portato a risultati significativi. L’elaborato riporta testimonianze dirette e casi studio documentati, presenta gli strumenti e le metodologie impiegati per affrontare il progetto di branding in modo partecipativo e discute le condizioni che permettono di implementare l'approccio del co-design al progetto di branding, nonché i limiti che caratterizzano l’adozione di tale metodologia, includendo anche il punto di vista di chi privilegia approcci tradizionali. Il lavoro di ricerca si propone come un ponte tra pratica professionale e ricerca accademica, restituendo il fenomeno del co-design per il branding, ad oggi poco esplorato dalla letteratura.
Co-design branding : indagine su metodi e pratiche di co-design per la strategia di marca in Italia
Avanzi, Andrea
2024/2025
Abstract
The purpose of this research thesis is to investigate the applicability of co-design – a participatory design approach that involves active collaboration between designers and co-designers, valuing creativity and personal experience – in branding. Specifically, the focus is on the initial stages of the design process: research, analysis and definition of the brand strategy. The interest in the participation of non-designers in the branding project originates primarily from a personal design experience, in which questions arose regarding the degree of customer involvement in the process. The need for a well-structured answer was the starting point for the research. The concept of co-design made it possible to identify the design methodology that enables collaboration between designers and non-designers. To date, its application to branding is not common, and evidence from the literature and case studies has suggested new possibilities for research. A survey was therefore conducted among professionals working in the field of branding. The perimeter of the research is the Italian professional context: agencies and studios recognised in the sector and active in the territory were involved. The research methodology was based on a series of semi-structured interviews and an online questionnaire. A total of 45 responses were collected from as many organisations. The conducted work produced significant results. The paper reports direct testimonies and documented case studies, it presents the tools and methodologies used to approach the branding project in a participatory manner, and discusses the conditions that allow for the implementation of the co-design approach to branding, as well as the limitations that characterise the adoption of this methodology, including the point of view of those who favour traditional approaches. The research aims to bridge the gap between professional practice and academic research, underlining the phenomenon of co-design for branding, which has been little explored in the literature to date.| File | Dimensione | Formato | |
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CODESIGN_BRANDING_Avanzi_Andrea.pdf
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https://hdl.handle.net/10589/246695