selects

A portfolio-scale rebrand spanning S2 Capital’s residential holdings and new development arm.

Built to unify leasing, lifestyle, and brand experience through a shared visual DNA.

The result:a flexible architecture balancing warmth, precision, and repeatable design logic.

S2
CAPITAL +
residential

CREATIVE STRATEGY + BRAND DEVELOPMENT + IDENTITY + PUBLICATION DESIGN + COPYWRITING

challenge

Modernize S2’s identity without losing its sense of locality.

We developed a modular system adaptable to dozens of property brands, each retaining its own personality.

LOBBY ELEVATOR BANK

Black-and-white architectural forms contrast with S2’s color fields to ground the brand in place.

Individual property identities inspire and draw from a shared color language and geometric rhythm. Here the property names are reimagined as vintage etchings.

4th FLOOR ELEVATOR BANK

A wall built from hundreds of toy construction vehicles—each painted and arranged into a sculptural relief—turns nostalgia into brand storytelling. The installation celebrates S2’s roots in construction and development while evoking the playful spirit behind its vibrant apartment communities. By transforming everyday materials into art, the piece captures the brand’s energy, optimism, and sense of momentum.

5th FLOOR ELEVATOR BANK

Here, the same property etchings used in the lobby evolve into framed, color-washed compositions. Each Rococo-style frame contains the name of an S2 property, splashed with its signature palette, creating a visual “gallery of assets.” Together, the walls form an index of the company’s growing portfolio—both a design statement and a celebration of scale.

the moodboard

The board combined high-contrast portraiture, architectural texture, and bold color fields to guide tone. It anchored the system in energy, optimism, and repeatability across print and digital environments.

LEASING + CULTURE CAMPAIGN

To reinforce S2’s dynamic internal culture, we helped develop S2 University, a training and rewards program designed to elevate leasing performance and celebrate top talent. Through bright color fields, bold typography, and gamified incentives—from contests to paid vacations—the campaign created excitement across digital and physical touchpoints.

REFLECTION

What began as a design exercise became a study in organizational psychology, ghow a visual system can shape behavior.

The modular grid, the color logic, even the tone of voice all served one purpose: to unify momentum. Every touchpoint, from a leasing brochure to an elevator wall, reminded both residents and staff that S2 wasn’t just managing properties—it was building community.

The project proved that clarity can be contagious when design carries both structure and soul.