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Market research, customer insight, brand strategy, branding & identity, brand guidelines, on & offline creative

“We were impressed with the strategic insight and creative work that S2 undertook on our institutional brand. They enhanced in significant ways our brand story development, as well as the visual elements of our brand, and were a pleasure to work with.” Dr Edward Harcourt Pro-Vice-Chancellor, Liverpool John Moores University

The Brief

One of the UK’s most popular universities, LJMU is an internationally recognised university with over 20,000 students.

Working with the Vice Chancellor and his team of Pro Vice Chancellors, 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 in laying the foundations to reinforcing the university’s contemporary and progressive values.


S2 undertook a detailed market research project and student analysis including consumer profiling, HE 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 creative 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.


Following an analysis of LJMU’s brand positioning and target market, S2 produced a set of on and offline design brand guidelines covering logo design, signage, website, digital communications and print.

We also created and designed LJMU’s new ‘Think’ 36 page magazine, a widely circulated quarterly publication aimed at students, parents, university partners and corporate bodies.

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.

Creative Work