Customer profiling, brand strategy & positioning, brand guidelines, brand identity, on & offline communications


S2 was tasked to undertake a full strategic review of the Liverpool John Moores University, with a view to reinforcing the university’s position as a major international player in the higher education sector and attracting the right calibre student from the UK and abroad.

Liverpool John Moores University’s brand identity, history and culture were core to this review process.


S2 undertook a major strategic piece of intelligence and analysis including student profiling, competitor review (in the UK and internationally), student, corporate partners, governors and teaching staff feedback.  We also developed a SWOT and product life cycle analysis linking each of the brand’s key characteristics to growth opportunities. The results of this work were incorporated into a substantial written strategic review document covering all key areas of LJMU’s brand; how it’s perceived by its various customer groups and design recommendations on how the brand should evolve over the next 10 years.

Once the in depth review and analysis had been undertaken, S2 also produced a set of online design brand guidelines which helped with the design and development of the new website. We also created and designed printed collateral including new brochures and newsletters aimed at the corporate market.


The new Liverpool John Moores University brand positioning, incorporating branding, signage, website and other communication material is currently being rolled out with the new guidelines underpinning the look, feel and tone of the university. A new website was launched in 2015 utilising ideas, creative and design imagery from S2.