NUS OSA: from a hostel brand system to a staff recruitment film
The challenge
When it comes to hostel options, first-year students are spoiled for choice. Three NUS hostels, LightHouse, Prince George's Park Residences and UTown Residences, needed to stand apart from one another, not just from the pack.
The insight we built on: students align with a hostel when its values reflect their own. So the job was to give each one a distinct identity and voice, then carry it into the channels students actually live on.
A design language per hostel
We built a separate design language and messaging line for each hostel: LightHouse around "finding your light", PGPR around multiculturalism and diversity, UTR around the clean geometry of its architecture. Each ran its own content across Instagram and TikTok, and came to life at Open House with countdown posts, a floor-by-floor Instagram grid, branded stickers and filters, and a live residents' Q&A.
"It Grows Both Ways"
The relationship then moved from students to staff. Resident Fellows are NUS staff who live on campus as mentors, and the team needed to recruit them. We built "It Grows Both Ways": real Resident Fellows and their families filmed on a bespoke, brushstroke-led identity, cut into a recruitment film with a supporting banner, Instagram and email campaign that spoke to what the role gives back to the people who take it on.
The line captured the truth of it: the person who grows the most is often the mentor.
Inside the Resident Fellow experience
The recruitment film we made for the campaign, real Resident Fellows and their families on what the role gives back.
In the client's words
"I am very grateful for the excellent account management experience and adherence to project deliverables. Please convey our gratitude to the rest of the Construct team; we hope to collaborate again when the opportunity arises."
— Bell Yeo, Deputy Head of Residential Life, NUS Office of Student Affairs
Campaign Assets
The Creative Work
