With bold ambitions to become a leading global IT Services partner in a crowded market, Sogeti needed a powerful brand positioning that could help them stand out and motivate clients and future clients.

Over the years Sogeti has invested in building a distinctly differentiated organization, one designed around proximity, agility and impact. It has evolved a distributed model that brings expertise closer to clients, combining strong local market presence with the depth, scale, and capabilities of the wider Capgemini Group.

This model is anchored in a bias for action: prioritizing hands-on delivery, co-creation, and tangible outcomes over lengthy reports or theoretical recommendations. It reflects Sogeti’s belief in challenging convention, moving at pace, and turning innovation into impact.

Critically, this is amplified by the power of the Capgemini ecosystem enabling Sogeti to pair local responsiveness and entrepreneurial spirit with global expertise, advanced capabilities, and end-to-end transformation strength.

While this approach has consistently resonated with clients and driven strong engagement, it has not yet been fully articulated or embedded at the heart of the Sogeti brand.

So they asked Rooster Punk to help them define and express Sogeti’s core essence in a compelling outward-facing narrative. We created a positioning and story, encapsulated in the new global brand message: ‘Right here. Right now.’

“We love it,” the team told us. “Now can you bring it to life?” 

It was then that we went a little off-piste. 

We presented some concepts that would communicate the new positioning in various fresh and different ways. All of them would work hard for Sogeti, establishing their new positioning and accelerating awareness. 

But we had another idea that was big, bold, brave, and actually quite hairy. 

This big, bold idea wouldn’t just accelerate awareness of Sogeti and who they are. It had the power to catapult awareness forward at record speed.  More than a campaign idea, we’d created a brand mascot that only Sogeti could own, an embodiment of who they are and how they work that would win hearts and minds, and live far beyond the reaches of a single campaign. 

Enter Geti, the Sogeti Yeti. 

You’ve noticed, of course, that ‘yeti’ and ‘Sogeti’ rhyme. But there was much more to our flash of inspiration than that. 

In folklore, the yeti sometimes appears as a wise guide, ready to help lost travelers to navigate unfamiliar and challenging terrain. A pretty apt metaphor for Sogeti’s broad-shouldered help in guiding clients through tech projects that can seem complex and daunting. 

We created a unique, friendly-faced character, and put Geti into a series of scenes showing how Sogeti works side-by-side with clients to deliver Right here. Right now. 

But would the team at Sogeti be bold and brave enough to smash expectations – and send a big, blue, friendly yeti into the world as the face of their brand? 

Why yes, it turned out, they would. Fast forward through a huge amount of cheer-leading and hard work from our client team; deep exploration of facial features, fur, size, eye colour, expression and movement from our creative team and partners; and finessing of our campaign itself – and Geti was born on February 16 2026 to be precise.

In fact, Geti has gone down so well at Sogeti that not only has our new friend broken the bounds of a simple campaign to become a long-term brand asset, it has gone international, morphing from a US project into a global initiative. 

Look out for Geti the Sogeti yeti online, in ad campaigns, in video and beyond. 

And if your enterprise has a big tech project on, and you suddenly notice a big, friendly, furry face at the window... you’ll know who it is.