The Role of Design and Visual Identity in Stakeholder Management: A Framework for the NEXUS Brand in the Digital Communication Era

This article presents a strictly conceptual study that examines the role of design and visual identity in stakeholder management within large-scale collaborative innovation projects, using the NEXUS Agenda as a reference context. Drawing on a narrative literature review in branding, strategic design, organizational communication and stakeholder theory, the study proposes a theoretical framework explaining how visual coherence, communicational clarity and brand consistency contribute to the development of trust, understanding and alignment among stakeholders. The conceptual application of the framework to the NEXUS Agenda Illustrates how design and visual identity function as strategic instruments for institutional alignment and interorganizational coordination in ecosystems characterizes by high technological complexity and stakeholder diversity. The study contributes to the literature on collaborative branding and strategic design, while acknowledging the absence of empirical validation as its main limitation.