Modern Brand Identity & Social Media Case Studies
Branding System & Social Media Strategy
Security Screening Training Campaign — S2 University, S2 Global
Overview
I contributed to the creation of a unified, scalable brand identity for S2 University, the training division of S2 Global as part of a global campaign supporting security professionals across 16 countries and 1 territory. My work spanned digital branding, visual systems, and cross-platform content design, in collaboration with internal experts and executive leadership.
The goal was clear: transform highly sensitive, technical subject matter into a trusted and visually compelling learning experience building credibility in high-risk, government-regulated sectors through bold, tech-driven design.
Role
Brand Designer, Visual Strategist, Digital Campaign Collaborator
Timeline
5 years
Skills
Adobe Creative Suite (Illustrator, InDesign, Photoshop, AfterEffects) • Figma • Windows 365 • Layout Systems • Brand Guidelines • Motion Design
Platforms
Print & Digital Media • LinkedIn • Website • YouTube • Vimeo • Internal Learning Portals
The Challenge
Creating a brand system for a government-facing training program came with major creative constraints. We had to balance:
Highly classified subject matter
Multi-region compliance across 17+ countries
A need for visual clarity and professionalism without compromising discretion
Adapting materials for both internal teams and external partners
The brand had to work across formats from instructor cards to heatmaps, data dashboards, event banners, and whitepapers.
At the start, S2 branding was inconsistent. My task was to help refine the system, unify formats, and introduce visual templates that supported the campaign’s professional tone.
The Goal
Design a scalable, consistent, and recognizable brand identity that made S2 University’s mission clear, credible, and globally relevant.
Objectives included:
Differentiate S2 Global and S2 University through visual hierarchy
Streamline communication with a modular design system
Enable regional teams with branded, ready-to-use templates
Integrate motion graphics and data visualizations to increase engagement
Ensure cross-platform consistency for all campaign assets
My Role
Design a scalable, consistent, and recognizable brand identity that made S2 University’s mission clear, credible, and globally relevant.
Objectives included:
Differentiate S2 Global and S2 University through visual hierarchy
Streamline communication with a modular design system
Enable regional teams with branded, ready-to-use templates
Integrate motion graphics and data visualizations to increase engagement
Ensure cross-platform consistency for all campaign assets
S2 University social media post.
S2 Global social media post.
S2 Global and S2 University share a cohesive visual identity, with distinct tones tailored to their audiences. Both use blue and white in their logos for consistency, while S2 Global adds gray and orange for a more technical, data-driven look. S2 University uses the same orange as a vibrant accent to support interactive, education-focused content—often highlighting AR/VR learning tools. While S2 Global emphasizes AI, analytics, and CertScan training, S2 University leans into accessibility and engagement. Their shared style ensures unity, while their unique focus sets them apart.
Creative & Research Strategy
Element
Description
Instructor cards, event banners, digital flyers using Illustrator & InDesign
Motion
Contraband reports and detection stats turned into heatmaps and bar charts
Data Visuals
RaleWay → Futura PT → Gilroy transition for consistency and sharp legibility
Typography
Standardized layouts in Word, Excel, PDF for quick internal deployment
Templates
Branded animation clips and intros for video walkthroughs and updates
Visual Assets
Platform Tactics:
LinkedIn: Lead channel for visual content, event promotion, and instructor engagement
YouTube: Hosted high-production training walkthroughs and expert interviews
Vimeo: Internal delivery of high-res presentations and client assets
Website: Long-form blog posts and branding-led training articles
SEO & Keyword Integration
To support discoverability and long-term content performance, I integrated high-impact keywords across social media, blog posts, and branded assets. Terms such as security screening, AI-powered detection, CertScan, contraband training, and border security education were used strategically to align with industry relevance and increase search visibility for S2 Global.
Results & Outcomes
Visual System Adoption:
Rolled out brand toolkit across 17+ regions
Created 130+ reusable templates for internal and regional use
Upgraded legacy designs with a modern, tech-aligned visual language
LinkedIn Growth:
S2 Global: 866 → 6,110 followers (+606%)
S2 University: 32 → 940 followers (+2,837%)
Campaign Success:
Increased global course enrollment for S2 University
Solidified S2 Global’s role as a leader in AI security training
Enabled faster rollout of compliant, branded content
Helped translate complex training into clear, engaging visuals
Takeaway
By contributing to a cohesive brand system and strategic visual rollout, I helped S2 University earn trust, grow visibility, and communicate its mission with confidence. The work blended storytelling with system-building—supporting international growth in one of the most sensitive, high-security industries in the world.
