Corporate communication: building a visual identity through people
- Pierre Caudevelle
- Mar 25
- 2 min read
Updated: 6 days ago
Overview
Across multiple internal and external campaigns, my work focused on creating a consistent visual language for Eurostar by documenting the people behind the company.
It combined photography, interviews and editorial assets to support corporate communication across platforms and markets.
Objectives
Humanise the Eurostar brand through employee visibility
Support internal communication initiatives (BHM, IWD, company campaigns)
Create a reusable image library for press, digital and corporate channels
Align visual content with brand values and positioning
Strategy
Instead of producing isolated portraits, the approach was built around narrative consistency.
Each project contributed to a broader system:
We Are Eurostar (roles and journeys)
Eurostar Connections (relationships between colleagues)
Diversity-focused campaigns (Black History Month, International Women's Day)
30th anniversary content
Key idea: Build a long-term visual ecosystem, not one-off content.
Creative approach
The focus was on authenticity and context:
portraits captured in real work environments (trains, stations, offices)
combination of photography and recorded interviews
attention to natural light and minimal staging
consistency in framing and tone across campaigns
This created a visual language that is:
human
editorial
scalable across formats
Deliverables
Photography
large-scale portrait series across multiple campaigns
consistent visual identity across markets
Video & interviews
employee interviews integrated into campaigns
narrative-driven content for internal and external use
Editorial & graphic assets
multilingual content (EN / FR / NL)
assets adapted for internal platforms, press and marketing
Eurostar colleague training with a Belgian Olympic athlete
Role
Creative production (photo & video)
Development of a consistent visual direction
On-location production (trains, stations, offices)
Coordination with internal communication, brand and press teams
Outcome
A cohesive visual identity centered on people
Scalable content used across multiple campaigns and channels
Stronger alignment between brand image and employee reality
Key learning
Consistency builds brand perception.
By treating each shoot as part of a larger system, the project moved from content production to visual brand construction.
Why it matters
This content shows how corporate communication can move beyond static portraits to become a structured narrative about people, roles and culture.
