The role of Art as a co-design tool in improving the image of place branding

Art is considered a means of dialogue and a general result of expression between the society of its various types and attitudes. It is a communicative language that society understands and interacts with, and while it seems that art and design of the place branding belong to two separate worlds, we find that the brand design has been affected by artistic and design trends and the movement of some brands to cooperate with artists and search for what is modern and different to attract the public and shift from the design that focuses on the individual to the co-design in which the individual plays a role that has an impact on the outcome of the brand design process for the place branding, where the brand of the place carries with it the weight of the collective and individual history and the community's cultural heritage and expresses the sense of the place, its personality, and what distinguishes the individuals who live in it. the place and its personality; its history, the surrounding communities, and the individuals who live in it, as the identity of the place can be considered the sum of individuals and places that makes it unique and distinctive, hence the importance of the role of co-design that helps in gaining a deep understanding of the identity of the place; Its history, the societies around it, and the individuals' collective vision of the future. Research problem: The research problem is to answer the following question: How can art be used as a tool for community interaction through co-design? Research Hypothesis: Using art as a tool for co-design between the people of the place helps build an emotional bond between the people and the brand of the place and supports the place’s brand image. The aim of the research: creating an emotional bond between people and the brand of the place that supports the place’s brand image. For this purpose, the research follows the descriptive approach based on collecting information to build a theoretical framework based on previous and analytical studies Research limitation Aswan city, The analytical study will target the city of Toronto as a place brand that has adopted a co-design approach through art, the research concludes that Using art as a co-design tool will support the positive transformation of the community, the place’s brand image, and enhance the sense of belonging to the place brand.