Creative Direction
Sentinel
Unlock+
PROJECT OVERVIEW
Branding, Visual Identity, Brand Guideline
Sentinel Student Accommodation needed a student-facing identity for their internal program that still carried their core DNA. Cru Worx re-engineered the program into Sentinel Unlock+; a brand system built around access, participation, and student culture.
Student Facing
Fresh Perspective
High Retention
2026 Student Intake Campaign
Building on the creative direction established in 2025, we developed and executed the 2026 student intake campaign, delivering a cohesive brand experience across both digital and physical touchpoints. The campaign was designed to strengthen visibility, engagement, and audience connection while maintaining a consistent identity. Scope of work: + Merchandise design + Promotional material design + Social media marketing & management + Campaign strategy, voice and creative direction + Physical and digital poster design
Final Result
The campaign delivered measurable results within a short period, significantly improving student recruitment and digital engagement. Within just two weeks, student intake increased from approximately 40% to over 85% across four accommodation buildings, including the successful launch and activation of a newly introduced facility. On the digital front, our social media strategy achieved record-breaking performance, generating over 100,000 Instagram impressions in a 28-day period - the highest engagement milestone for the institution at the time. Key outcomes: + Student intake increased from ~40% to 85%+ in 2 weeks. + Successfully activated and promoted 4 buildings, including a new facility. + Achieved 100,000+ Instagram impressions in 28 days. + Strengthened brand visibility and audience engagement across digital and physical channels.
Client
Sentinel Student Accommodation
Category
Creative Direction, Branding, Social Media Management
Timeline
August 2025 - present
Live Project
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