A visual identity for Capgemini University’s sales curriculum: four courses, including Sales Management Fundamentals and Sales Fundamentals. The main challenge was scale. I needed one concept that could stretch across several courses, give each one its own look, and supply an almost endless stream of banners and assets.
The programme is about managing and leading sales teams, which led to the conductor metaphor. A great sales manager, like a conductor, brings individual talents together into one performance. From there the whole concept grew into the world of the orchestra. All four courses share the same musical universe, and each is set apart by its own lighting and framing, from warm golden stage light to vivid concert colours, and from wide stage shots to close crops on hands and instruments.
Stock libraries had nothing that captured this idea, so I art-directed the entire series with generative AI. A shared cinematic style, italic headlines and a brand gradient bar hold the system together, and the theme is rich enough that new courses and campaign assets can be added without breaking the identity.
