Engaging complexity through collaborative brand design

Taboada, Manuela B., Dutra, Leo XC, Haworth, Robert, & Spence, Rebecca (2010) Engaging complexity through collaborative brand design. In Durling, David, Bousbaci, Rabah, Chen, Lin-Lin, Gauthier, Philippe, Poldma, Tiiu, Roworth-Stokes, Seymour, et al. (Eds.) Design & Complexity : DRS2010 Conference Proceedings, Design Research Society, School of Industrial Design, Université de Montréal, Montréal.

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Abstract

In this research we used inductive reasoning through design to understand how stakeholders in the Waterfall Way (New South Wales, Australia) perceive the relationships between themselves and the place they live in. This paper describes a collaborative design methodology used to release information about local identities, which guided the regional brand exercise. The methodology is explicit about the uncertainties and complexities of the design process and of its reception system. As such, it aims to engage with local stakeholders and experts in order to help elicit tacit knowledge and identify system patterns and trends that would possibly not be visible if a top-down expert-based process was used. Through collective design, local people were drawn together in search for a symbol to represent the meaning attached to their places/region in relation to sustainable tourism activity.

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ID Code: 55843
Item Type: Conference Paper
Refereed: Yes
Keywords: Collaborative design, Complexity, Place identity, Tourism branding, Design and society, Inductive reasoning, Waterfall Way
ISBN: 9782981198525
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Practice and Management not elsewhere classified (120399)
Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > URBAN AND REGIONAL PLANNING (120500) > Community Planning (120501)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Management (150603)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2010 please consult the authors
Deposited On: 19 Dec 2012 07:57
Last Modified: 13 Apr 2013 05:43

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