The Square Metre Group
Square Metre Group is a company based in Redditch that specialises in delivering professional training and consultancy services within the security and risk management sector. I was initially commissioned to work on this project through The Dynamize Group, as Square Metre Group is the parent company, to develop a range of marketing collateral promoting their specialist courses.
The brief required a cohesive and professional set of materials designed to communicate their expertise effectively across multiple channels. The primary goal of the project was to promote their Level 6 course, wider training offering, and Hostile Vehicle Mitigation course through a combination of print, digital, and video content.
This included the design of a course leaflet, a print advertisement for The Crowd Magazine, a promotional video for the Hostile Vehicle Mitigation course, and the creation of the majority of their social media tiles for February 2026, ensuring a consistent brand identity while engaging a targeted industry audience.
This included the design of a course leaflet, a print advertisement for The Crowd Magazine, a promotional video for the Hostile Vehicle Mitigation course, and the creation of the majority of their social media tiles for February 2026, ensuring a consistent brand identity while engaging a targeted industry audience.
Deliverables
Social Media
Promotional Videos
Print Design
Social Media
Promotional Videos
Print Design
Sector
Crowd Safety
Course Provider
Crowd Safety
Course Provider
Year
2026
2026
Project Responsibilities:
✤ Led the development of an integrated marketing collateral suite to promote specialist training programmes
✤ Led the development of an integrated marketing collateral suite to promote specialist training programmes
✤ Translated project objectives into a cohesive, multi-channel creative strategy
✤ Delivered key campaign assets, including course literature, print advertising, promotional video, and social media content
✤ Positioned the Level 6 qualification and Hostile Vehicle Mitigation course through targeted visual communication
✤ Ensured brand consistency and professional tone across all touchpoints
✤ Designed and delivered a series of social media tiles for February 2026
✤ Ensured consistent brand identity across all print, digital, and video assets
✤ Aligned creative outputs with the expectations of a security and risk management audience
✤ Managed end-to-end delivery across print, digital, and video formats
✤ Synthesised complex subject matter into clear, engaging, and commercially focused messaging
✤ Delivered key campaign assets, including course literature, print advertising, promotional video, and social media content
✤ Positioned the Level 6 qualification and Hostile Vehicle Mitigation course through targeted visual communication
✤ Ensured brand consistency and professional tone across all touchpoints
✤ Designed and delivered a series of social media tiles for February 2026
✤ Ensured consistent brand identity across all print, digital, and video assets
✤ Aligned creative outputs with the expectations of a security and risk management audience
✤ Managed end-to-end delivery across print, digital, and video formats
✤ Synthesised complex subject matter into clear, engaging, and commercially focused messaging
Additional Credits:
✤ Photography - Envato Elements
✤ Photography - Envato Elements
Image Rights: Envato Elements
Pain Points:
Prior to this project, existing marketing materials lacked cohesion, clarity, and strategic direction, limiting their effectiveness in communicating Square Metre Group’s expertise. Visual assets were inconsistent in tone and branding, resulting in a fragmented identity across channels, while messaging often failed to clearly articulate the value and differentiation of key courses such as the Level 6 qualification and Hostile Vehicle Mitigation training. There was also a noticeable gap in engaging, high-quality digital and video content, reducing their ability to connect with a modern, industry-specific audience. Overall, the materials required a more unified, professionally executed approach to strengthen brand credibility, improve audience engagement, and better support commercial objectives.
Prior to this project, existing marketing materials lacked cohesion, clarity, and strategic direction, limiting their effectiveness in communicating Square Metre Group’s expertise. Visual assets were inconsistent in tone and branding, resulting in a fragmented identity across channels, while messaging often failed to clearly articulate the value and differentiation of key courses such as the Level 6 qualification and Hostile Vehicle Mitigation training. There was also a noticeable gap in engaging, high-quality digital and video content, reducing their ability to connect with a modern, industry-specific audience. Overall, the materials required a more unified, professionally executed approach to strengthen brand credibility, improve audience engagement, and better support commercial objectives.
Solutions:
In response, a cohesive and strategically aligned suite of marketing materials was developed to strengthen brand clarity and improve engagement across all channels. A unified visual identity and consistent tone of voice were established to ensure professionalism and recognisability, while messaging was refined to clearly communicate the value and differentiation of key courses. High-quality, purpose-driven assets were produced across print, digital, and video formats, including targeted social media content to enhance audience reach and interaction. Complex subject matter was translated into clear, accessible, and compelling narratives, resulting in a more impactful and commercially effective set of materials that better supports Square Metre Group’s positioning within the security and risk management sector.
In response, a cohesive and strategically aligned suite of marketing materials was developed to strengthen brand clarity and improve engagement across all channels. A unified visual identity and consistent tone of voice were established to ensure professionalism and recognisability, while messaging was refined to clearly communicate the value and differentiation of key courses. High-quality, purpose-driven assets were produced across print, digital, and video formats, including targeted social media content to enhance audience reach and interaction. Complex subject matter was translated into clear, accessible, and compelling narratives, resulting in a more impactful and commercially effective set of materials that better supports Square Metre Group’s positioning within the security and risk management sector.
Level 6 Promotional Leaflet:
This leaflet was designed as a targeted promotional asset for Square Metre Group’s presence at the UKCMA March conference, with the primary aim of generating awareness and interest in their upcoming Level 6 qualification. The design balances strong visual impact with clear, structured information, using a bold headline and defined hierarchy to immediately communicate the course offering and its relevance to tactical crowd safety managers. A split layout separates engaging, real-world crowd imagery from key course details, allowing for quick scanning in a fast-paced event environment, while consistent branding and a refined colour palette reinforce professionalism and credibility. The inclusion of a QR code and clear contact information supports lead generation, creating a seamless bridge between initial engagement at the event and further enquiry beyond it.
This leaflet was designed as a targeted promotional asset for Square Metre Group’s presence at the UKCMA March conference, with the primary aim of generating awareness and interest in their upcoming Level 6 qualification. The design balances strong visual impact with clear, structured information, using a bold headline and defined hierarchy to immediately communicate the course offering and its relevance to tactical crowd safety managers. A split layout separates engaging, real-world crowd imagery from key course details, allowing for quick scanning in a fast-paced event environment, while consistent branding and a refined colour palette reinforce professionalism and credibility. The inclusion of a QR code and clear contact information supports lead generation, creating a seamless bridge between initial engagement at the event and further enquiry beyond it.
The Crowd Magazine Advert:
This advertisement was designed for publication in The Crowd Magazine, with the objective of positioning Square Metre Group as a leading provider of training and consultancy within the security and crowd safety sector. The layout prioritises a strong, authoritative headline to immediately communicate the brand’s value proposition, supported by concise body copy that emphasises evidence-based decision-making and industry expertise. A structured content section highlights the breadth of their training offer, using clear visual segmentation to improve readability and guide the viewer through key services. Consistent branding, a refined colour palette, and subtle geometric patterns reinforce a professional and technical identity, while the inclusion of a clear call to action, contact details, and QR code supports engagement beyond the page. Designed for a specialist audience, the piece balances credibility with clarity to effectively communicate complex services in a highly accessible format.
This advertisement was designed for publication in The Crowd Magazine, with the objective of positioning Square Metre Group as a leading provider of training and consultancy within the security and crowd safety sector. The layout prioritises a strong, authoritative headline to immediately communicate the brand’s value proposition, supported by concise body copy that emphasises evidence-based decision-making and industry expertise. A structured content section highlights the breadth of their training offer, using clear visual segmentation to improve readability and guide the viewer through key services. Consistent branding, a refined colour palette, and subtle geometric patterns reinforce a professional and technical identity, while the inclusion of a clear call to action, contact details, and QR code supports engagement beyond the page. Designed for a specialist audience, the piece balances credibility with clarity to effectively communicate complex services in a highly accessible format.
Social Tiles
This series of social media tiles was designed to deliver a consistent and engaging digital presence for Square Metre Group, translating their training and consultancy offer into a format optimised for online platforms. The designs maintain strong brand cohesion through the use of a consistent colour palette, typography, and geometric patterning, while simplified layouts ensure clarity and quick comprehension in fast scrolling environments.
Motion was a key component of the approach, with subtle animations and short form video elements incorporated to increase visibility, capture attention, and improve engagement across social channels. These animated elements, such as moving overlays, dynamic text, and video backdrops, add depth and immediacy, reinforcing the real world context of crowd environments while elevating the overall production value. Combined with clear messaging and strategic use of calls to action, the tiles function as both awareness building and engagement driving assets within a broader campaign.
Motion was a key component of the approach, with subtle animations and short form video elements incorporated to increase visibility, capture attention, and improve engagement across social channels. These animated elements, such as moving overlays, dynamic text, and video backdrops, add depth and immediacy, reinforcing the real world context of crowd environments while elevating the overall production value. Combined with clear messaging and strategic use of calls to action, the tiles function as both awareness building and engagement driving assets within a broader campaign.
Hostile Vehicle Mitigation (HMV) Promotional Video
This promotional video was created to highlight Square Metre Group’s Hostile Vehicle Mitigation course, focusing on communicating its importance within high-risk security environments. The piece uses a combination of impactful footage and refined motion design to deliver a clear and engaging narrative, with considered pacing and transitions guiding the viewer through key information. A consistent visual style, including branded graphics, typography, and colour application, ensures alignment with the wider campaign while strengthening brand recognition. Core messages are delivered in a concise and accessible way, allowing complex topics to be understood quickly. By incorporating real world visuals and dynamic content, the video adds credibility and immediacy, making it an effective tool for capturing attention and encouraging further interest across digital platforms.
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