Academic Engineers and Architects in Finland, also known as Tekniikan Akateemiset TEK, was renewing it’s brand and visual identity as well as its tone-of-voice. The organization had a clear mission – to highlight what TEK is, what TEK looks like and how TEK speaks.

Before going forward with the brand identity renewal, TEK wanted to test their concept prototypes with their own target group – both present and potential future members. TEK wanted to ensure that the direction it chooses takes it in the desired direction and showcases the renewed brand in an interesting light to the target group.

We carried out the concept test by using an online survey in order to find out how the target group perceived the planned concept prototypes.

The concept test provided useful insights on how the different prototypes communicate the values important to TEK and how the concepts could be developed further.