Case Study: NUS Office of Student Affairs builds distinct hostel brands and recruits Resident Fellows with Construct Digital

NUS Office of Student Affairs builds 3 hostel identities with Construct Digital

The NUS Office of Student Affairs faced the challenge of differentiating three student hostels—LightHouse, Prince George's Park Residences, and UTown Residences—to help first-year students align with a hostel that reflected their own values. They also needed to recruit Resident Fellows, staff who live on campus as mentors. They engaged Construct Digital for brand strategy and creative services.

Construct Digital developed a distinct design language and messaging for each hostel, which was deployed across social media and open house events. For staff recruitment, the vendor created a film campaign titled "It Grows Both Ways," featuring real Resident Fellows to highlight the role's personal benefits. The client praised Construct Digital for excellent account management and adherence to deliverables, expressing a desire for future collaboration.

NUS Office of Student Affairs