Strategic Application of Industrial Design Principles in the Rebranding of Nigerian State-Owned Enterprises

State-owned enterprises in Nigeria have historically struggled with public perception challenges rooted in poor visual identity, outdated product aesthetics, and inadequate attention to design-driven communication. This study examines the strategic application of industrial design principles in the rebranding of selected state-owned enterprises in the South West and North Central geopolitical zones, with particular focus on how design management can reposition public institutions for improved service delivery and stakeholder trust. Drawing on a qualitative case study approach, the research analyses three institutions that underwent branding interventions between 2020 and 2024, examining the design decision-making process, stakeholder engagement protocols, and post-rebranding performance metrics. Semi-structured interviews with design consultants, corporate communication officers, and senior management reveal recurring tension between design ambition and bureaucratic procurement constraints. Findings suggest that successful rebranding outcomes are associated with executive-level design literacy, clearly defined visual identity governance frameworks, and integration of user experience research into the design brief. The study proposes a Design Integration Model for Public Institutions, providing a practical framework adaptable to varying organisational scales. Recommendations include the establishment of design advisory units within federal and state enterprise governance structures and the adoption of design auditing as a standard performance management tool. This work contributes professional design management knowledge applicable to enterprise transformation within Nigeria's public sector reform agenda. Keywords: rebranding, state-owned enterprises, design management, visual identity, Nigeria.