Scope: Visual identity, brand territory, logo, art direction, presentation, case study

Sector: Pension funds

Date: 2024

Creative & Artistic Co-Direction, Conceptual Approach, Visual Identity, Communication Media

Context
The Caisse de prévoyance de l'État de Genève (CPEG) is a solid public institution, engaged in an in-depth transformation - technological, organizational and human. Its image was not in crisis, but it no longer reflected the reality of a modern, innovative and forward-looking organization.

Challenge
How do you develop a functional visual identity with no apparent urgency? The challenge was to support a change of culture, reveal the values lived internally - rigor, sustainability, innovation, humanity - and reposition CPEG as an ambitious public player in tune with contemporary issues.

Solution
A radically redesigned identity: bold, structured and symbolic. The new visual system, centered on three ascending chevrons, conveys the dynamic of growth and clarity. Colors, typography, layout, iconography and motion design were conceived as a coherent whole, to make the CPEG brand a living visual language, carrying meaning and living up to its vision.