Caisse de Prévoyance de l'Etat de Genève

assessment

The CPEG (Caisse de Prévoyance de l’État de Genève) is recognized for its expertise in asset management, insurance, and real estate. However, its current image is perceived as "serious and bland", which does not reflect its recent innovations, genuine commitment to sustainability, or its adoption of modern technologies and methods. This disconnect undermines its appeal to affiliates, partner institutions, and the general public, who are not fully aware of its advancements.

challenge

Develop a visual identity and communication strategy that embody the current and future positioning of the CPEG, showcasing its modernity, advanced performance, and human-centered, sustainable commitment.