Rebranding for Lasting Impact

When I joined Rapiscan Systems, the company’s branding efforts were fragmented and lacked a cohesive identity. There was minimal emphasis on design and consistency, which hindered the brand’s ability to establish a strong presence in the competitive security solutions industry. This extended to its sister division, S2 Global, which faced similar challenges. Both lacked a unified branding strategy and effective visual identity, while their outdated websites and product designs struggled to meet modern expectations. It was clear that a comprehensive overhaul was necessary to elevate the brand's image and position both divisions as industry leaders.

I took the initiative to spearhead a transformative rebranding process. My team and I developed a universal branding guide that encompassed every detail, from color palettes and fonts to logo variations and templates for PowerPoint, Word, and Excel. This guide ensured consistency across all branding elements, including marketing collateral, brochures, event booths, and websites. For both Rapiscan Systems and S2 Global, we drew inspiration from their advanced technology roots, using their logo colors as the foundation for clean, modern, and technology-forward designs.

A major focus was on overhauling the outdated websites for both divisions. These were redesigned to reflect the innovative and professional nature of the companies, while additional efforts included the creation of Raggi-X and S2 University, further expanding the brand ecosystem. The modernization didn’t stop there. A standout project was transforming the design of the hardware products themselves. I led the initiative to reimagine the Rapiscan CX series, transitioning from utilitarian, boxy designs to the sleek, cutting-edge aesthetics of the Orion CX series. Airports around the world now use these machines, not just for their functionality, but because their design aligns with airports’ goals of presenting themselves as modern tourism hubs. By tailoring the aesthetic to meet the needs of these key markets, I ensured the brand left a lasting impression.

Throughout this process, I stayed committed to blending simplicity and transparency with a forward-thinking approach. Every update—whether for marketing collateral, product design, or websites—was aimed at reinforcing a unified brand identity that resonated with both existing and potential customers.

The rebranding efforts paid off immensely. Both Rapiscan Systems and S2 Global emerged with a cohesive and modern brand identity that reflected their industry expertise and innovative spirit. The updated hardware designs became a standout feature, gaining recognition and adoption in international airports, where aesthetics are a crucial factor. The redesigned websites attracted increased traffic and engagement, while the branding consistency across platforms fostered trust and recognition. By leading initiatives that merged creativity with strategic intent, I transformed the brand’s public image, positioning it as a leader in the security solutions space while maintaining its unique essence.