Towards a more distinct profile – Diak’s brand is renewed

Diak’s brand renewal project began at the start of 2023. Over the course of a year and a half, the needs and core of the new brand were defined through an inclusive process. Diak’s board decided on the new brand last April.

“Our goal is to make Diak’s brand clearly more distinctive and recognisable, so that applicants and clients can better find the education and services we offer. Although Diak is the third best-known university of applied sciences in Finland according to research, its unique profile as a value-based educator in the social services, interpreting, and church sectors is not yet clearly recognised by the public,” says Aura Vuorenrinne, Diak’s Head of Communications, who led the brand renewal.

Brand surveys, such as Taloustutkimus’ University Brand Studies in 2022 and 2024, have shown that Diak’s brand does not stand out sufficiently from its competitors. The branding work has focused particularly on how Diak can best highlight its strengths and unique features.

The goal of the new brand is to emphasise Diak’s contribution in the areas of social impact, research, development, and education.

“Diak’s new brand identity emphasises credibility, high quality, and the essence of higher education. At the same time, we address tough themes such as exclusion and human distress, without forgetting hope,” says Vuorenrinne.

The branding work was carried out in collaboration with the Pori-based marketing agency Staart. A wide range of Diak’s students, staff, and stakeholders were involved in the project.