This paper is based on a research conducted by Creative Industries Lab of Politecnico di Milano for creating thenew brand image and communication strategy for Fondazione Cariplo. A co-design approach has involved bothinternal and external stakeholders in visually defining a shared future identity for rebranding this significant foundation to the public. The research results have revealed that co-creation process has not only generated the expected objectives, but also raised a cultural change towards innovation inside the organisation itself. Therefore, this experience has opened a new research realm for applying design methods and tools in organizations.