After the global Capgemini brand refresh, I led the visual rebrand of Capgemini University. The brief was a paradox: stay fully consistent with the Group brand, but still give the University its own recognisable voice. Typography, colour and layout were fixed by the Group guidelines, so photography was the one place we could stand out.
I defined a photography system built around one idea: bring the spirit of Les Fontaines, Capgemini’s campus near Paris, to every employee, wherever they are. That means imagery that is energetic, authentic and full of joy, with people having fun, breaking the norm and doing something different. I split it into four styles. Teamwork makes the dream work and Breaking the norm lead the system. The joy of missing out, for individual portraits, and A breath of fresh air, for the tranquil campus itself, are reserved for exceptions. In a later brand update, the Group’s signature gradient bar replaced the earlier brand shape. It became the element that links the photography to the typography and gives every layout its energy. The system then rolled out across mailers, flash cards, roll-ups, Teams backgrounds, intranet banners and certificates.
