New brand identity for Aalto EE
Aalto University Executive Education offers top-tier executive education and leadership development for individuals and organizations around the world. Aalto EE needed to freshen up their brand identity to meet the same standards they operate on – as one of the most prestigious executive education providers in the world.
Art Director, Designer, Motion
Done under Wörks
The former main building of Helsinki’s School of Business is culturally iconic. Designed in 1950 by architects Woldemar Baeckman and Hugo Harmia, it became a haven of learning for business school students, of which many are the leaders and executives we know today. The architectural patterns of the building are unique and especially memorable for those who have wandered the hallways in the past 70 years.
In the years 2019-2021, the building went through a major renovation, and became the largest hub of leadership and professional development in the Nordics, as Aalto University Executive Education Ltd. became its main resident. The building was then renamed Aalto University Töölö.
We wanted to create a brand identity that would capture the high level of prestigiousness with a towards-leaning, modern touch. But we also wanted the identity to retain something familiar and nostalgic, respecting the valued heritage of the culturally historic building loved by so many.
As a solution, we brought the architecturally unique patterns at the core of the visual identity, creating a brand identity experience that reaches beyond the usual virtual and physical touchpoints, all the way to the architectural experience. We chose new brand colors to complement the identity and typography that walks hand in hand with the patterns.
