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Publication
Gestão do design de comunicação na estratégia e desenvolvimento organizacional em contexto de estágio
| Name: | Description: | Size: | Format: | |
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| 27.33 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
As marcas fazem parte do quotidiano da sociedade contemporânea, promovendo
comportamentos e mediando a relação entre pessoas e grupos. São esses elementos
que geram conhecimento ao nosso redor, para que todos possamos nos conectar
uns com os outros. A Gestão do Design tem o importante papel de articular pessoas,
departamentos, de alinhar estratégias, optimizar métodos, processos e decisões para
incrementar a qualidade dos produtos/serviços e o valor de marca. No âmbito desta
investigação pretende-se estudar o contributo do Design para a eficácia e melhoria
da comunicação empresarial, nomeadamente pela sua gestão e alinhamento com os
objetivos organizacionais.
O processo investigativo foi desenvolvido em contexto de estágio ao longo de seis
meses, na associação ITGA -International Tobacco Growers Association, pela realização
de projetos ao nível do Branding e Identidade Visual Corporativa ou de Marca, Design
Editorial e interface para Web Design.
A investigação baseia-se numa metodologia mista, combinando métodos
intervencionistas e não-intervencionistas. A componente não intervencionista visa o
enquadramento teórico e a explanação de conceitos na esfera do Gestão de Design.
Relativamente à investigação ativa, esta consistiu na realização de estudo de caso de
tipo exploratório, correspondendo aos projetos elaborados em contexto de estágio.
Com este trabalho investigativo foi possível constatar o modo como a Gestão do
Design é relevante para a integração do Design na empresa e para a competitividade
organizacional, especificamente em termos de qualidade e desenvolvimento de novos
produtos, suportes de comunicação e da própria proposição de valor.
A experiência de estágio serviu como um agregador de conhecimento e permitiu
aplicar métodos de Gestão do Design com sentido estratégico, correlacionando-os com
a revisão da literatura.
A introdução do departamento de Design na associação gerou benefícios ao nível
da qualidade e eficácia da comunicação institucional, na sua gestão. Além disso, o novo
departamento de Design permitiu reduzir os custos com a comunicação e rentabilizar
o investimento
Abstract : Brands are part of everyday life in contemporary society, promoting behaviour and mediating the relationship between people and groups. It is these elements that generate knowledge around us, so that we can all connect with each other. Design management has the important role of articulating people, departments, of aligning strategies, optimising methods, processes and decisions to increase the quality of products/services and brand value. The aim of this research is to study Design’s contribution to the effectiveness and improvement of business communication, namely through its management and alignment with organisational objectives. The investigative process was developed during a six-month internship at ITGA -International Tobacco Growers Association, through the development of projects at the level of Branding and Corporate Visual Identity or Brand, Editorial Design and Web Design interface. The research is based on a mixed methodology, combining interventionist and noninterventionist methods. The non-interventionist component aims at the theoretical framework and the explanation of concepts in the sphere of Design Management. Regarding the active research, it consisted in the realization of an exploratory case study, corresponding to the projects developed in the internship context. With this investigative work it was possible to see how Design Management is relevant for the integration of Design in the company and for organisational competitiveness, specifically in terms of quality and development of new products, communication supports and the value proposition itself. The internship experience served as a knowledge aggregator and allowed to apply Design management methods with strategic meaning, correlating them with the literature review. The introduction of the Design department in the association generated benefits in terms of the quality and effectiveness of institutional communication, in its management. In addition, the new Design department allowed reducing costs with communication and making the investment more profitable.
Abstract : Brands are part of everyday life in contemporary society, promoting behaviour and mediating the relationship between people and groups. It is these elements that generate knowledge around us, so that we can all connect with each other. Design management has the important role of articulating people, departments, of aligning strategies, optimising methods, processes and decisions to increase the quality of products/services and brand value. The aim of this research is to study Design’s contribution to the effectiveness and improvement of business communication, namely through its management and alignment with organisational objectives. The investigative process was developed during a six-month internship at ITGA -International Tobacco Growers Association, through the development of projects at the level of Branding and Corporate Visual Identity or Brand, Editorial Design and Web Design interface. The research is based on a mixed methodology, combining interventionist and noninterventionist methods. The non-interventionist component aims at the theoretical framework and the explanation of concepts in the sphere of Design Management. Regarding the active research, it consisted in the realization of an exploratory case study, corresponding to the projects developed in the internship context. With this investigative work it was possible to see how Design Management is relevant for the integration of Design in the company and for organisational competitiveness, specifically in terms of quality and development of new products, communication supports and the value proposition itself. The internship experience served as a knowledge aggregator and allowed to apply Design management methods with strategic meaning, correlating them with the literature review. The introduction of the Design department in the association generated benefits in terms of the quality and effectiveness of institutional communication, in its management. In addition, the new Design department allowed reducing costs with communication and making the investment more profitable.
Description
Dissertação apresentada à Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco, em associação com a Faculdade de Arquitetura da Universidade Técnica de Lisboa, para obtenção do grau de Mestre em Design Gráfico.
Keywords
Gestão do design de comunicação Identidade visual Imagem de marca Estratégia de comunicação ITGA -International Tobacco Growers Association Communication design management, Visual identity Corporate image Communication strategy