Elevate is Capgemini University’s development programme for Vice Presidents and Senior Vice Presidents. These people sit closest to the company’s most important clients. The brief was simple to say and hard to deliver: the identity had to feel premium and unmistakably on-brand, and it had to speak to a senior audience without feeling like corporate training.
As art director, I built the visual language around cinematic, warm-lit portraits of confident, experienced leaders. Moments of connection, a handshake, a glance, a conversation, show what the programme is about: trust and client relationships. The typography is restrained, with a quiet invitation (“Win at”, “Excel as a”, “Lead in”) paired with a strong programme name. A slim brand gradient keeps the system tied to Capgemini. It’s understated and aspirational, and the audience recognises itself in it.
