Reconnecting PROSA With Its Digital Roots
Services
Digital Design & UX
Visual Identity
Print
Paid Media
Location
Aarhus
Year
2026
Role
Lead Designer
Client
PROSA
Team
Knowit
Summary
PROSA has represented Denmark’s IT professionals since 1967. Before the internet, personal computers and the digital society as we know it today.
As technology evolved from punch cards and room-sized computers to cloud infrastructure and artificial intelligence, PROSA evolved with it. More than a trade union, it is a professional community that advocates for better working conditions, stronger technical expertise and a digital society shaped around people.
The task was to create a digital presence that reflected this heritage while positioning PROSA as a relevant and progressive voice for today’s IT professionals.
A Digital Pioneer in Need of a Digital Update
PROSA’s website no longer reflected the organisation’s expertise, ambitions or role within the Danish IT industry. The experience needed to become more contemporary, accessible and useful for a diverse membership spanning software development, cybersecurity, data, infrastructure, UX, support and digital innovation.
At the same time, the visual identity was struggling to gain traction internally. Although relatively new, it lacked a clear connection to PROSA’s history and digital origins. Without a strong underlying idea, it was difficult for the organisation to take ownership of the identity and apply it consistently.
The challenge was therefore broader than redesigning a website. We needed to understand the organisation from within and establish a visual and digital direction that felt distinctly PROSA.
Finding the visual direction with a new method
When the project began, AI was the talk of the town, making it an obvious opportunity to experiment with AI tools. This led to a new approach to exploring the visual direction. Using vibe coding, I developed a workshop tool that allowed us to stress-test different design directions in a realistic context for PROSA. The tool featured a built-in rating widget, which helped spark valuable discussions about what worked in each direction. It proved to be a powerful catalyst, enabling us to quickly reach a shared understanding of where the visual direction should go.
An Identity Rooted in Technology
Alongside the digital work, we closely examined the existing visual identity.
The identity was still relatively new, but it did not feel fully owned by the organisation. Its connection to PROSA’s purpose and history was difficult to explain, making it challenging to use with confidence and consistency.
We therefore proposed a new creative direction with a stronger connection to PROSA’s technological heritage. The updated identity respects the organisation’s origins while giving it a contemporary and flexible expression suited to modern digital communication.
The result is a visual system that feels more relevant to the people PROSA represents: technically minded, forward-looking and unafraid to challenge established ideas.
Understanding the Organisation From the Inside
We began by mapping the organisation’s needs across teams and touchpoints. Through conversations with customer support, the student outreach team and other key stakeholders, we explored how members interacted with PROSA and where the existing experience created friction. This gave us insight into the questions, expectations and practical needs the new website had to address.
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The findings helped us identify opportunities to improve navigation, clarify content and make PROSA’s services easier to understand—from legal advice and career support to professional development and member communities.
Rather than designing around organisational structures, we focused the experience on what members need and how PROSA can support them throughout their professional lives.
