The subject of this thesis was to create a visual look and marketing material for a leadership education programme. The visual look consisted of the versions of the logo and the graphic guide. The marketing material included an information graphic chart of the programme, roll-up stands, and different kinds of advertisement templates to be published in different media. The commissioner in this project was KyUAS. The look was meant to appear modern and different from competitors. Kymenlaakso region, where the education would be arranged, should also be visible in the look. The thesis examined the significance of the logotype as a basis for the visual look as well as how a distinguishable look can be created. The combination of traditional aquarelle texture and modern vector graphics, and the selection of the logo and colours for the look were used as means to stand out among competitors. Kymenlaakso region is visible in the look as a part of the text of the logo-type. The visual look for “Uuden Ajan Johtaja” education became fresh and modern. By deviating from the conventional colours and shapes, a distinctive but not misleading look was achieved. This thesis created a look for the educational programme that can be used as a basis for the programme’s identity.