Abel Nadin - CPEG - Brand Identity

Redesigning what already works: a challenge in strategic maturity.

The Caisse de Prévoyance de l’État de Genève (CPEG) wasn’t facing a crisis of image. Its former identity was serviceable — correct, even. And therein lay the true strategic challenge: to rethink not what was broken, but what had become misaligned with the institution’s reality.

This was never a cosmetic exercise. It was about expressing an internal transformation that had already taken place. The CPEG had evolved into a forward-thinking organization: methodical, human-centered, and technologically advanced, housed in state-of-the-art facilities — yet visually stuck in a past that no longer reflected its ambitions.

In-depth interviews were conducted with employees, management, institutional partners, and beneficiaries. The key insight was unanimous: CPEG is performing well, but its visual identity no longer matches its progressive nature.

This gave rise to a simple but powerful vision: to position CPEG as “prevident, with a head start.”

A brand that embodies innovation, sustainability, modernity and humanity — values deeply embedded in its culture, now made visible.

A visual language that matches an institutional ambition.

The redesigned brand identity is confident, meaningful, and precisely executed. At its core stands a bold yet elegant symbol: three upward-pointing green chevrons, nested and directed toward the top right. The form suggests growth, motion, direction, and structure — a visual metaphor for progress with discipline.

The three shades of green evoke sustainable growth, from sprout to tree — a natural parallel with the lifecycle of provident planning. The custom typography is sharp, legible, and resolutely modern, reinforcing clarity and trust.

But the rebrand goes far beyond the logo: a full brand ecosystem was developed — from an iconographic system based on the chevron, to layout principles, patterns, and motion design that all reflect the brand’s signature direction: upward and forward. A visual system that embodies the very values it communicates.

In a sector often associated with rigidity and conservatism, the new identity positions CPEG as a modern, public institution with purpose — future-focused, enduring, and proudly human.