P&K created a new visual identity for Aito HSO. Slogan ‘hyvä sijoitus osaamiseen’ translated into English meaning ‘good investment for expertise’. Aito HSO is an affiliate union of AKAVA (The Confederation of Unions for Professional and Managerial Staff in Finland) which is a trade union confederation for those with university, professional or other higher-level education. Besides being a center organization, Aito HSO also represents approx. 300 students who graduate from Haaga-Helia University of Applied Sciences. P&K’s new logo for Aito HSO depicts the organization as the center of knowledge for employers, students, members and other stakeholders.