LAB Muotoiluinstituutti (LAB Institute of Design and Fine Arts) in Lahti is one of Finland’s leading creative higher-education institutions and part of LAB University of Applied Sciences.

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The Institute sought a new visual identity to strengthen its position in a competitive educational landscape, clarify its role within the wider LAB organisation, and attract future designers, artists, and creative professionals both in Finland and internationally.

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Our strategy was to shift the conversation from education to transformation. Rather than presenting the Institute as a place to study design, we positioned it as a launchpad for creative professionals who reshape their field, their surroundings, and themselves.

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This led to the core idea: Muotoillaanpa se toisin, a Finnish phrase meaning both “Let’s design it differently” and “Let’s reformulate that.” It became both an invitation and a challenge: do you want to become just another professional, or someone who reshapes the field?

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The logo was designed as a malleable form, almost like clay, reflecting the Institute’s philosophy of constant experimentation and change. To bring this concept to life, we developed a custom digital tool that allows any letter to be reshaped freely, enabling students to actively participate in and reform the identity themselves.

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A living identity for a living discipline.

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The visual system combines a strong black-and-white foundation with bold accent colours, expressive typography, and authentic photography that captures students and alumni immersed in creative work rather than posing for the camera.

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To support the system’s flexibility, we also created a bespoke dynamic typeface capable of carrying the brand on its own.

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The result is an identity that embodies reform rather than simply talking about it: adaptive, expressive, and constantly evolving while remaining recognisably itself.

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We also produced a series of short films featuring LAB alumni, exploring how they apply the knowledge and skills gained during their studies in their creative careers today.