"Nosy quickly became a trusted partner, understanding both our business challenges and our vision as a non-profit organization. Their insights and expertise have really helped us in strengthening our brand and communication”.
Helena Ruhmén
Head of Marketing and Communication
Founded in 1851, Ersta Diakoni is Sweden’s leading non-profit organization in health and social care.
In 2019, Ersta Diakoni struggled with low awareness and visibility. The name was unfamiliar to key audiences, and the visual identity no longer reflected a modern welfare provider in a digital era. A communications shift was needed — to increase recognition, improve relevance, and bring clarity to Ersta’s unique role in society.
Our analysis revealed a broader systemic truth: the healthcare system often falls short. The safety net we all expect to rely on doesn’t always deliver the care, dignity, or compassion everyone deserves.
Our work focused on translating Ersta diakoni’s values into clear, accessible communication — with the goal of making the organization more visible, relatable, and relevant to the people it serves. We developed a new digital-first visual identity that balanced warmth with professionalism, and a tone of voice rooted in empathy and clarity. The communications concept As it Should Be became a unifying narrative across all levels — from large-scale campaigns to everyday communication.
With a clear direction and targeted communications, Ersta Diakoni has strengthened its societal presence and grown significantly. Revenue has increased by 62.2% over the past five years, and Ersta Diakoni is now the first-choice provider for those seeking healthcare, elderly care, or social support.
