Challenge: Fossil-like unions

Did you know that women’s right to vote in Finland was achieved with the collective power of a general strike organised by the unions? That we wouldn’t have parental leave without them? Over time, the unions’ major achievements and individual benefits have become less clear, especially to younger generations — the member base is aging. The perception of different unions is same-same, outdated, or “fossil-like,” as one person interviewed expressed. In other words, uninteresting. 

Pro saw bold rebranding as an opportunity and a strategic move to inspire a new generation to engage with the union’s mission. In a world where inequality and polarization are on the rise, perhaps more importantly than ever. To have a say, people need to come together and to make this happen, Pro needed to tell its story in a fresh and intriguing way. One that would bring down any barriers the unions’ dusty image had built. 

Approach: Made together

Pro is firmly pro-knowledge. We interviewed and studied the members, the potential members, the opposers, and the supporters. Compared different unions, analysed the megatrends. We found out the good, the bad, and the ugly. Workshopped, included, concluded, and applied — to build a solid brand strategy. We dove into the depths of the information and true soul of Pro to create the principles, assets and tools for an authentic, bold new brand. 

Outcome: The collective power

The holy trinity of a strategic brand system is the combination of characteristics, purpose, and positioning (you can read more about this in the Services), surrounded by the symbols for recognition, stories for telling, and touchpoint applications for interaction with the core audiences. 
 


The brand system for Pro is a set of tools for long-term brand building that the whole organization can participate in. Assets and elements that allow differentiation from other unions, a frame that boosts all stories and messages Pro sends out. Pro’s position — a place in the hearts and minds — is crystallised as “The collective power for building a work life full of joy. The power collective.” The purpose, or big why, comes down to Pro being here “so no one navigates work life alone.” The new visual appearance and the tone of voice reflect the brand characteristics defined as “influential, change-making, and compassionate.” The punchy dot represents everyone and everything that Pro connects. The collective power.


In early 2024, Pro’s new brand came to life. The new system was rigorously applied across all touchpoints — from the brand manual to a complete overhaul of the website, to recreating every single communications material and piece of Pro merchandise. To anchor the new brand, we created a brand film and a teaser that carried out the new messages and photography — training people across the organization to adopt the fresh new tone of voice. And along the way, moving some hearts and minds to tears. 

Impact: A membership that makes you proud

The new brand transforms how Pro shows up and stands out among the unions. Its website, identity, and imagery are strikingly different in the field, while communications bring out Pro’s work with a clear and distinctive voice. Social media has become a space of innovation and cultural branding through a recognisable brand system. With the holistic, participatory approach the renewal has captured an authentic Pro that the whole organization takes pride in building. One that resonates with the experts Pro serves. Today every Pro employee is a brand ambassador — an influential, change-making, and compassionate partner to the union’s members.