A gestão da identidade como suporte à mudança nas organizações Dissertação apresentada à Universi... more A gestão da identidade como suporte à mudança nas organizações Dissertação apresentada à Universidade de Aveiro para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Gestão da Inovação e do Conhecimento, realizada sob a orientação científica do Professor Doutor
At the turn of the millenium, non-conventional narratives and hyper-novels emerge, in which the s... more At the turn of the millenium, non-conventional narratives and hyper-novels emerge, in which the story can unfold in, virtually, infinite possibilities and where the reader becomes an active and interactive participant. Likewise, contemporary brands admit a level of flexibility that allows them to develop and closely accompany a constantly evolving and participatory world. Following the assumption that a brand is a live construction, the objective of this ongoing research is to identify HOW contemporary brands can approach narrative through their logos. The method consists of a qualitative hermeneutical content analysis of dozens of contemporary visual identities. Brought from relevant and prominent literature on narrative, the identified discourse elements were grouped, a code book was created and an organising matrix was created to allow the emergence of six main dimensions of visual identity narrative. With the extended benefit of increasing brand engagement and meaningful brand experiences (possibly defining the audiences’ preferences), by designing the most appropriate visual storytelling, the proposed dimensions can support, to begin with, the process of aligning the brand’s WHY to its WHAT
Design and technology education : an international journal, Nov 6, 2021
University students often struggle with choosing a topic for their final projects due to the lack... more University students often struggle with choosing a topic for their final projects due to the lack of a supporting and defining framework for said selection. Should the student be oriented toward reflecting on how each of the possible topics to choose from can become an impactful project in the short, mid and long run, maybe that selection becomes a less anxious moment and the engagement with the project activities more relevant and meaningful to the student, being particularly pertinent when students can anticipate different levels of impact that range from their own life to a wider community. In this paper a visual tool is proposed, aiming at simplifying the moment of choosing a project by matching its anticipated impact with the users' motivations, capacities, ambitions, and perceptions of value. A prototype was designed and tested with a group of students enrolled at a creative postgraduate course, in a professionalisation-led module, under the UK's first 2020 lockdown restrictions. The tool proved helpful in supporting the students' decision making when having to select a topic to be developed in the context of a communication design project, and to which they were able to align their personal interests, their career ambitions, and the way they perceived themselves as contributing to a better world. Since this is a cyclical experience, both during a design learning environment, but also in design practice, the Impact Plan, which was conceived with design students in mind, configures as fully replicable in other academic (and professional) contexts too.
InfoDesign - Revista Brasileira de Design da Informação, 2021
Logos have long been transporting the brand promise, which is confirmed by the carefully defined ... more Logos have long been transporting the brand promise, which is confirmed by the carefully defined experiences the audiences have with brands. However, the new paradigms of interaction brought by social media, machine learning and big data have been shifting the power to the audiences, who are increasingly demanding less massified content and more hyper-personalised experiences. Brands have been adapting with flexible approaches, some of them made visible through their dynamic visual identities in which the logos transmogrify in some of their components, rather than being consistently static. In this research, the possibility of dynamic logos becoming smart logos — through which the brands’ audiences/users can define their experiences by visualising personally meaningful brand-related data — is explored. Five creative workshops with users from three university campuses based in the United Kingdom were organised. The created outputs were analysed, and they evidence what is both conside...
At their course's final years, both undergraduate and postgraduate design students are often pres... more At their course's final years, both undergraduate and postgraduate design students are often presented with a pool of topics that they can select from to work on their major/final project. Some students struggle first with making this choice, and then, after the work is submitted, marked and the degree is completed, they have to deal with the frustration of leaving such projects behind and totally inconsequential. This may happen because the student is not oriented towards reflecting on how each of the possible topics to choose from can become a more or less impactful project 1) during the remainder of their studies, 2) for their professional development and future employability, and 3) in terms of supporting/helping a wider community, by solving a problem common to many. After analysing 35 generative boards/canvases retrieved from a diversity of professional sources, a taxonomy for the design of this kind of visual tools was optimised and a visual board-the Impact Plan-is proposed. It aims at obviating the lack of reflection on the moment of choosing a project, providing students with a matching process between their interpretation of the available or most interesting projects from said pool, and their motivations, capacities, ambitions, levels of altruism and perception of value. A low-fidelity prototype was designed and tested with academics and careers/placements officers. The tool triggered immediate interest, for which reason it is currently being implemented as alternative assessment (due to the recent COVID-19 disruptions) in a postgraduate academic context. Keywords Impact • Design students • Canvas • Purpose • Project-based learning 1 Introduction Paying more attention to design students' employability responds to their main motivations for enrolling into Higher Education (HE) courses-motivations which are, supposedly, instructed by a self-understanding of the skills, qualities, culture and
Ludic, Co-design and Tools Supporting Smart Learning Ecosystems and Smart Education
Smart environments in the context of education have been embedding technologies easily adoptable ... more Smart environments in the context of education have been embedding technologies easily adoptable by all and that support users in optimising life, greatly resorting in data visualisation tactics. This means every citizen is also expected to develop their design literacy in order to effectively be a data contributor, an information coder/decoder and an evolving knowledgeable human being. This paper speculates on the relevance of investing in brand design activities, in particular within “smart visual identities”, which configure as a meaningful and holistic branding resource: besides serving as a customisable window of the meaningful data collected on the user within a smart learning ecosystem (in this case university campuses), it is also a remarkable asset for the development of bonds between the user and said environment (increased brand loyalty via belonging). Seven brands of campuses that have been used in research of smart learning environments were analysed and four workshops were delivered at two different universities. The results show that the analysed campuses do not rely on smart visual identities and the workshops allowed the identification of features that a customisable smart brand identity should entail. It is argued that by having to customise a highly relatable brand identity (such as the one of a University is to its learners), individuals will increasingly develop their design literacy, while using the campus in a sustainable way.
O presente artigo apresenta uma investigacao em curso cujo principal proposito e explorar a area ... more O presente artigo apresenta uma investigacao em curso cujo principal proposito e explorar a area da acessibilidade a pessoas cegas, procurando compreender como um cego consegue “ver” um cartaz de rua. Pretende-se conhecer e estudar como estes individuos interagem com o espaco urbano e compreender quais as melhores estrategias e paradigmas de interacao a utilizar neste contexto. A principal finalidade e, pois, contribuir para a construcao de um espaco urbano mais acessivel, como forma de proporcionar a divulgacao e a inclusao de todos. Assim, de forma a analisar e validar estas melhores estrategias, foi construido um prototipo, baseado numa solucao mobile, em que a sua funcao e, sem duvida, o ponto-chave e dominante neste processo. Nas diferentes seccoes do artigo apresentamos o enquadramento desta tematica, o processo de desenvolvimento do referido prototipo assim como a metodologia utilizada durante o seu desenvolvimento e as conclusoes perante a observacao dos dados recolhidos no ...
In most organizations, employees have deep needs of ownership and of representation of the organi... more In most organizations, employees have deep needs of ownership and of representation of the organizational brand. They apply it in the way they think will be the most appropriate, based on common sense and goodwill. Thus, brand applications (and its defining style) are still, in many cases, not completely aligned with what the brand (as an institutional asset and as a design project) actually is meant to be. In this work we present a concept and approach to participatory internal branding activities through Social Branding Centers (SBC), as strategic resources that allow employees to interactively experiment the design process of their organization’s brand, in a co-creative way, which may lead to original and valid brand artifacts. Organizations may, therefore, make use of their latent intellectual and creative capital, often underused, through healthy communicational relationships supported by an iterative approach that fosters creativity in the workplace, and through brand design flexibility and democratization.
This paper displays a model that represents the joint effect of identity management and change ma... more This paper displays a model that represents the joint effect of identity management and change management, and the relationships between them, based on knowledge transfer and communication processes which purges the organization preparing it for change. The model challenges the view that the success of organizational change is exclusively a function of the characteristics of that change. To fully understand it, it is important to include characteristics of the individuals involved in the change process as well as characteristics of the organizational context-the organizational identity-in which change takes place. Resumo Este artigo propõe um modelo que representa a união da gestão da identidade com a gestão da mudança e as relações que entre ambas ocorrem, assumindo a transferência de conhecimento e tendo como base processos de comunicação que têm como meta purgar a organização no sentido de a preparar para a mudança. O modelo vem desafiar a perspectiva de que o sucesso da mudança nas organizações depende exclusivamente das características dessa mudança. Para verdadeiramente compreender o processo de mudança é importante incluir as características dos indivíduos nele envolvidos, bem como as características do contexto organizacional-a identidade-em que a mudança tem lugar.
understand the abstract values it represents and are often unaware of the specific rules governin... more understand the abstract values it represents and are often unaware of the specific rules governing per use. Although the distribution of brand guidelines, these are too technical and unattractive to those who are not specialized neither in brand communication nor graphic design. However, because the brand usage is constant in several organizational activities, IM apply it in any way, sometimes leading to devalue of the brand. Literature review reveals that when IM come into contact with appropriate information related to the brand, they develop a strong commitment to the brand and to the organization. Our goal is to identify a technology mediated communication-based model, that grants IMs the chance to experiment and properly co-create brand artifacts, strengthening IM involvement and commitment, throughout an interactive experience that fosters their creativity in their working contexts.
Branding 2.0 is a concept that defines a new way of exploring brands, integrating them in the dig... more Branding 2.0 is a concept that defines a new way of exploring brands, integrating them in the digital language and in the new scale of needs, to respond more efficiently to the requests of well informed consumers, with multiple connections. However, the concept of Branding 2.0 keeps concentrating in external audiences. Institutional identity, complex as it is by nature, is dynamic and illusive [1]. Its explicit manifestations, such as institutional brands, also tend to evolve and adjust. These, represent the sum of functional and emotional aspects related to an entity, and branding refers to the exercise of adding affective meaning, in this case, to entities, raising their value to audiences [2]. Internal branding represents brand communication for and with internal members, making them aware of its benefits and meanings [2], provoking commitment and belonging [3]. When internal members are involved in contribution and learning activities, a state of collaboration is attained, denominated "informed participation" [4]. Social Web enhanced the users' active collaboration potential, making the rise of flexibility possible, the emergence of more learning opportunities, the attainment of adequate information, counterpoising functional restrictions [5]. Thus, collective knowledge existing in an institution is mainly integrated in the individuals' minds that are now displaying and sharing it [6]. Collective intelligence in an institution reveals itself as having the highest relevance for this topic, and it may be proved that the attributes and applications of institutional brands can be co-created by internal members of an institution, through collaborative activities, technology mediated, and that this active participation will represent a valuable contribution to the emotional aspects of the brand and to the quality of Institutional Communication.
Resumo O presente estudo teve como principal objetivo perceber o contributo do uso da técnica Syn... more Resumo O presente estudo teve como principal objetivo perceber o contributo do uso da técnica Synectics no desenvolvimento do potencial criativo de estudantes do ensino superior universitário, num contexto de sala de aula. Assumindo uma natureza mista, pretende captar os dados, partindo das perceções dos próprios intervenientes no estudo de caso. Assim, esta investigação envolve o estudo intensivo e detalhado de um pequeno grupo, formado por estudantes a frequentar o Mestrado em Comunicação Multimédia, na Universidade de Aveiro, em Portugal. Recorre a escalas de medida específicas, entre as quais o Teste Pensando Criativamente de Torrance e um Teste de Diagnóstico, desenvolvido na unidade curricular de Criatividade na Comunicação Multimédia, para se poder cumprir com os objetivos definidos neste estudo. Conclui-se, pelos dados coligidos e pela respetiva análise, que a aplicação do Synectics não só ajudou os estudantes a desenvolverem o seu potencial criativo, como também os ajudou a...
understand the abstract values it represents and are often unaware of the specific rules governin... more understand the abstract values it represents and are often unaware of the specific rules governing per use. Although the distribution of brand guidelines, these are too technical and unattractive to those who are not specialized neither in brand communication nor graphic design. However, because the brand usage is constant in several organizational activities, IM apply it in any way, sometimes leading to devalue of the brand. Literature review reveals that when IM come into contact with appropriate information related to the brand, they develop a strong commitment to the brand and to the organization. Our goal is to identify a technology mediated communication-based model, that grants IMs the chance to experiment and properly co-create brand artifacts, strengthening IM involvement and commitment, throughout an interactive experience that fosters their creativity in their working contexts.
A gestão da identidade como suporte à mudança nas organizações Dissertação apresentada à Universi... more A gestão da identidade como suporte à mudança nas organizações Dissertação apresentada à Universidade de Aveiro para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Gestão da Inovação e do Conhecimento, realizada sob a orientação científica do Professor Doutor
At the turn of the millenium, non-conventional narratives and hyper-novels emerge, in which the s... more At the turn of the millenium, non-conventional narratives and hyper-novels emerge, in which the story can unfold in, virtually, infinite possibilities and where the reader becomes an active and interactive participant. Likewise, contemporary brands admit a level of flexibility that allows them to develop and closely accompany a constantly evolving and participatory world. Following the assumption that a brand is a live construction, the objective of this ongoing research is to identify HOW contemporary brands can approach narrative through their logos. The method consists of a qualitative hermeneutical content analysis of dozens of contemporary visual identities. Brought from relevant and prominent literature on narrative, the identified discourse elements were grouped, a code book was created and an organising matrix was created to allow the emergence of six main dimensions of visual identity narrative. With the extended benefit of increasing brand engagement and meaningful brand experiences (possibly defining the audiences’ preferences), by designing the most appropriate visual storytelling, the proposed dimensions can support, to begin with, the process of aligning the brand’s WHY to its WHAT
Design and technology education : an international journal, Nov 6, 2021
University students often struggle with choosing a topic for their final projects due to the lack... more University students often struggle with choosing a topic for their final projects due to the lack of a supporting and defining framework for said selection. Should the student be oriented toward reflecting on how each of the possible topics to choose from can become an impactful project in the short, mid and long run, maybe that selection becomes a less anxious moment and the engagement with the project activities more relevant and meaningful to the student, being particularly pertinent when students can anticipate different levels of impact that range from their own life to a wider community. In this paper a visual tool is proposed, aiming at simplifying the moment of choosing a project by matching its anticipated impact with the users' motivations, capacities, ambitions, and perceptions of value. A prototype was designed and tested with a group of students enrolled at a creative postgraduate course, in a professionalisation-led module, under the UK's first 2020 lockdown restrictions. The tool proved helpful in supporting the students' decision making when having to select a topic to be developed in the context of a communication design project, and to which they were able to align their personal interests, their career ambitions, and the way they perceived themselves as contributing to a better world. Since this is a cyclical experience, both during a design learning environment, but also in design practice, the Impact Plan, which was conceived with design students in mind, configures as fully replicable in other academic (and professional) contexts too.
InfoDesign - Revista Brasileira de Design da Informação, 2021
Logos have long been transporting the brand promise, which is confirmed by the carefully defined ... more Logos have long been transporting the brand promise, which is confirmed by the carefully defined experiences the audiences have with brands. However, the new paradigms of interaction brought by social media, machine learning and big data have been shifting the power to the audiences, who are increasingly demanding less massified content and more hyper-personalised experiences. Brands have been adapting with flexible approaches, some of them made visible through their dynamic visual identities in which the logos transmogrify in some of their components, rather than being consistently static. In this research, the possibility of dynamic logos becoming smart logos — through which the brands’ audiences/users can define their experiences by visualising personally meaningful brand-related data — is explored. Five creative workshops with users from three university campuses based in the United Kingdom were organised. The created outputs were analysed, and they evidence what is both conside...
At their course's final years, both undergraduate and postgraduate design students are often pres... more At their course's final years, both undergraduate and postgraduate design students are often presented with a pool of topics that they can select from to work on their major/final project. Some students struggle first with making this choice, and then, after the work is submitted, marked and the degree is completed, they have to deal with the frustration of leaving such projects behind and totally inconsequential. This may happen because the student is not oriented towards reflecting on how each of the possible topics to choose from can become a more or less impactful project 1) during the remainder of their studies, 2) for their professional development and future employability, and 3) in terms of supporting/helping a wider community, by solving a problem common to many. After analysing 35 generative boards/canvases retrieved from a diversity of professional sources, a taxonomy for the design of this kind of visual tools was optimised and a visual board-the Impact Plan-is proposed. It aims at obviating the lack of reflection on the moment of choosing a project, providing students with a matching process between their interpretation of the available or most interesting projects from said pool, and their motivations, capacities, ambitions, levels of altruism and perception of value. A low-fidelity prototype was designed and tested with academics and careers/placements officers. The tool triggered immediate interest, for which reason it is currently being implemented as alternative assessment (due to the recent COVID-19 disruptions) in a postgraduate academic context. Keywords Impact • Design students • Canvas • Purpose • Project-based learning 1 Introduction Paying more attention to design students' employability responds to their main motivations for enrolling into Higher Education (HE) courses-motivations which are, supposedly, instructed by a self-understanding of the skills, qualities, culture and
Ludic, Co-design and Tools Supporting Smart Learning Ecosystems and Smart Education
Smart environments in the context of education have been embedding technologies easily adoptable ... more Smart environments in the context of education have been embedding technologies easily adoptable by all and that support users in optimising life, greatly resorting in data visualisation tactics. This means every citizen is also expected to develop their design literacy in order to effectively be a data contributor, an information coder/decoder and an evolving knowledgeable human being. This paper speculates on the relevance of investing in brand design activities, in particular within “smart visual identities”, which configure as a meaningful and holistic branding resource: besides serving as a customisable window of the meaningful data collected on the user within a smart learning ecosystem (in this case university campuses), it is also a remarkable asset for the development of bonds between the user and said environment (increased brand loyalty via belonging). Seven brands of campuses that have been used in research of smart learning environments were analysed and four workshops were delivered at two different universities. The results show that the analysed campuses do not rely on smart visual identities and the workshops allowed the identification of features that a customisable smart brand identity should entail. It is argued that by having to customise a highly relatable brand identity (such as the one of a University is to its learners), individuals will increasingly develop their design literacy, while using the campus in a sustainable way.
O presente artigo apresenta uma investigacao em curso cujo principal proposito e explorar a area ... more O presente artigo apresenta uma investigacao em curso cujo principal proposito e explorar a area da acessibilidade a pessoas cegas, procurando compreender como um cego consegue “ver” um cartaz de rua. Pretende-se conhecer e estudar como estes individuos interagem com o espaco urbano e compreender quais as melhores estrategias e paradigmas de interacao a utilizar neste contexto. A principal finalidade e, pois, contribuir para a construcao de um espaco urbano mais acessivel, como forma de proporcionar a divulgacao e a inclusao de todos. Assim, de forma a analisar e validar estas melhores estrategias, foi construido um prototipo, baseado numa solucao mobile, em que a sua funcao e, sem duvida, o ponto-chave e dominante neste processo. Nas diferentes seccoes do artigo apresentamos o enquadramento desta tematica, o processo de desenvolvimento do referido prototipo assim como a metodologia utilizada durante o seu desenvolvimento e as conclusoes perante a observacao dos dados recolhidos no ...
In most organizations, employees have deep needs of ownership and of representation of the organi... more In most organizations, employees have deep needs of ownership and of representation of the organizational brand. They apply it in the way they think will be the most appropriate, based on common sense and goodwill. Thus, brand applications (and its defining style) are still, in many cases, not completely aligned with what the brand (as an institutional asset and as a design project) actually is meant to be. In this work we present a concept and approach to participatory internal branding activities through Social Branding Centers (SBC), as strategic resources that allow employees to interactively experiment the design process of their organization’s brand, in a co-creative way, which may lead to original and valid brand artifacts. Organizations may, therefore, make use of their latent intellectual and creative capital, often underused, through healthy communicational relationships supported by an iterative approach that fosters creativity in the workplace, and through brand design flexibility and democratization.
This paper displays a model that represents the joint effect of identity management and change ma... more This paper displays a model that represents the joint effect of identity management and change management, and the relationships between them, based on knowledge transfer and communication processes which purges the organization preparing it for change. The model challenges the view that the success of organizational change is exclusively a function of the characteristics of that change. To fully understand it, it is important to include characteristics of the individuals involved in the change process as well as characteristics of the organizational context-the organizational identity-in which change takes place. Resumo Este artigo propõe um modelo que representa a união da gestão da identidade com a gestão da mudança e as relações que entre ambas ocorrem, assumindo a transferência de conhecimento e tendo como base processos de comunicação que têm como meta purgar a organização no sentido de a preparar para a mudança. O modelo vem desafiar a perspectiva de que o sucesso da mudança nas organizações depende exclusivamente das características dessa mudança. Para verdadeiramente compreender o processo de mudança é importante incluir as características dos indivíduos nele envolvidos, bem como as características do contexto organizacional-a identidade-em que a mudança tem lugar.
understand the abstract values it represents and are often unaware of the specific rules governin... more understand the abstract values it represents and are often unaware of the specific rules governing per use. Although the distribution of brand guidelines, these are too technical and unattractive to those who are not specialized neither in brand communication nor graphic design. However, because the brand usage is constant in several organizational activities, IM apply it in any way, sometimes leading to devalue of the brand. Literature review reveals that when IM come into contact with appropriate information related to the brand, they develop a strong commitment to the brand and to the organization. Our goal is to identify a technology mediated communication-based model, that grants IMs the chance to experiment and properly co-create brand artifacts, strengthening IM involvement and commitment, throughout an interactive experience that fosters their creativity in their working contexts.
Branding 2.0 is a concept that defines a new way of exploring brands, integrating them in the dig... more Branding 2.0 is a concept that defines a new way of exploring brands, integrating them in the digital language and in the new scale of needs, to respond more efficiently to the requests of well informed consumers, with multiple connections. However, the concept of Branding 2.0 keeps concentrating in external audiences. Institutional identity, complex as it is by nature, is dynamic and illusive [1]. Its explicit manifestations, such as institutional brands, also tend to evolve and adjust. These, represent the sum of functional and emotional aspects related to an entity, and branding refers to the exercise of adding affective meaning, in this case, to entities, raising their value to audiences [2]. Internal branding represents brand communication for and with internal members, making them aware of its benefits and meanings [2], provoking commitment and belonging [3]. When internal members are involved in contribution and learning activities, a state of collaboration is attained, denominated "informed participation" [4]. Social Web enhanced the users' active collaboration potential, making the rise of flexibility possible, the emergence of more learning opportunities, the attainment of adequate information, counterpoising functional restrictions [5]. Thus, collective knowledge existing in an institution is mainly integrated in the individuals' minds that are now displaying and sharing it [6]. Collective intelligence in an institution reveals itself as having the highest relevance for this topic, and it may be proved that the attributes and applications of institutional brands can be co-created by internal members of an institution, through collaborative activities, technology mediated, and that this active participation will represent a valuable contribution to the emotional aspects of the brand and to the quality of Institutional Communication.
Resumo O presente estudo teve como principal objetivo perceber o contributo do uso da técnica Syn... more Resumo O presente estudo teve como principal objetivo perceber o contributo do uso da técnica Synectics no desenvolvimento do potencial criativo de estudantes do ensino superior universitário, num contexto de sala de aula. Assumindo uma natureza mista, pretende captar os dados, partindo das perceções dos próprios intervenientes no estudo de caso. Assim, esta investigação envolve o estudo intensivo e detalhado de um pequeno grupo, formado por estudantes a frequentar o Mestrado em Comunicação Multimédia, na Universidade de Aveiro, em Portugal. Recorre a escalas de medida específicas, entre as quais o Teste Pensando Criativamente de Torrance e um Teste de Diagnóstico, desenvolvido na unidade curricular de Criatividade na Comunicação Multimédia, para se poder cumprir com os objetivos definidos neste estudo. Conclui-se, pelos dados coligidos e pela respetiva análise, que a aplicação do Synectics não só ajudou os estudantes a desenvolverem o seu potencial criativo, como também os ajudou a...
understand the abstract values it represents and are often unaware of the specific rules governin... more understand the abstract values it represents and are often unaware of the specific rules governing per use. Although the distribution of brand guidelines, these are too technical and unattractive to those who are not specialized neither in brand communication nor graphic design. However, because the brand usage is constant in several organizational activities, IM apply it in any way, sometimes leading to devalue of the brand. Literature review reveals that when IM come into contact with appropriate information related to the brand, they develop a strong commitment to the brand and to the organization. Our goal is to identify a technology mediated communication-based model, that grants IMs the chance to experiment and properly co-create brand artifacts, strengthening IM involvement and commitment, throughout an interactive experience that fosters their creativity in their working contexts.
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