The University of Helsinki is one of the world’s leading multidisciplinary research universities. As Finland’s largest and oldest university community, with almost 40,000 students and employees, it creates solutions for a better world through the power of science.
Miltton has collaborated with the University of Helsinki since 2019 and became its strategic partner in 2021. Together with the university’s extensive community of researchers and experts, we help shape the present and future of this iconic brand while aiming to strengthen the University of Helsinki’s impact and relevance.
In the brand refresh project, we were able to draw on our expertise across multiple disciplines, from brand development and advertising to video production and the design and implementation of new brand imagery.
We facilitated and designed a refreshed brand promise and visual identity. The objective was to bring more emotion into the historic brand and give it a stronger voice for younger generations, while respecting the university’s long-standing traditions.
A key priority was ensuring that both students and staff would feel a sense of ownership of the new promise, Breakthroughs for Life.
The new promise was launched through a campaign designed by Miltton at the beginning of the academic year in autumn 2025, when the University of Helsinki naturally plays a visible role in people’s everyday lives. The campaign welcomed students and staff back to campus and encouraged them to create new breakthroughs for life.
The campaign introduced both the new visual identity and the brand promise by speaking directly to the university community and society at large. Breakthroughs, dreams and authenticity emerged as the campaign’s central themes and messages.
Since then, the renewed brand has been widely visible across the university’s communications, from applicant marketing to Slush and other events and materials.
According to campaign research, the brand campaign launched at the start of the academic year successfully attracted attention and increased both interest in applying to the university and pride in the institution. Breakthroughs, dreams and authenticity were identified as the most important messages by the target audience. Through social media, we achieved cost-effective visibility among younger audiences, while outdoor advertising helped us reach the wider public.
Notably, the campaign resonated particularly well with the traditionally hard-to-reach male audience, achieving an overall attention score of as much as 86%. We also succeeded in encouraging non-students to seek further information about the university.
Together with Miltton, we defined what breakthroughs truly mean for us. They shape the paths of individuals as well as the world around us – and unite our entire university community.
Karoliina Haikonen
Head of Brand and Marketing
Let’s talk!
Riku Mattila
Creative director Miltton Finland +358 407 480 000 riku.mattila@miltton.com
