Projetos – Design and Place Branding

City branding is a strategy to generate attractiveness to cities, aiming at economic growth and well-being of citizens. It is a complex, continuous and dynamic process, where designers have the potential to play several roles, as design has evolved to deal with complex issues. However, this approach has not yet been investigated in city branding. There are only occasional and fragmented contributions on the participation of design. In this way, this investigation aims, from a systemic perspective, to understand how, when and why it is favorable for design intervention to occur throughout the whole city branding process, considering its ability to deal with complexity. The methodology will be of a qualitative approach, using exploratory research, literature review and case studies. In the end, it is expected to develop a model and implementation guide, which differs from the existing ones, will highlight the intervention of design as an activity that contributes to develop more effective municipal brands.