The project
Graphic Design · Brochure Design · Case Study Design · Campaign Creative · Digital Advertising · Marketing Collateral
Sentai is an AI-powered digital care companion designed to support older people through conversation, wellbeing monitoring and stronger connections with families and care teams.
After previously working with Sentai on their website, our relationship developed into ongoing marketing support across a much wider range of brand communications.
Today, I work with the team to turn complex product messaging, customer stories and campaign ideas into clear, engaging marketing materials that can be used across sales, digital and print.
An ongoing design partnership
Unlike a one-off website project, this work is ongoing and constantly evolving alongside the business.
Sentai operates in a space where technology, healthcare and human connection overlap, which means its communications need to do several things at once.
They need to explain a relatively complex AI-enabled product, demonstrate real-world value to care providers and families, build trust around sensitive subjects such as wellbeing and ageing, and still feel accessible and human.
My role is to take those messages and develop them into a consistent visual language across different formats and audiences.
This includes:
- brochures and sales collateral
- customer case studies
- product explainers
- exhibition and printed materials
- digital advertising
- social campaign creative
- supporting graphics and branded assets
Designing for a complex product
One of the main challenges with Sentai is communicating what the product actually does without overwhelming people with technology.
Sentai combines a physical voice-enabled device, AI-powered conversations, a family app and professional wellbeing insights.
Rather than presenting this as a list of technical features, the marketing design focuses on the outcomes those features support: companionship, independence, family communication, proactive care and better visibility of resident wellbeing.
I use a combination of lifestyle photography, product imagery, app interface graphics, conversational speech bubbles and concise messaging to make the technology feel tangible and easy to understand.
This creates a much more human presentation of the product while still communicating the depth of the platform.
Brochure and sales collateral design
A key part of the ongoing work has been creating sector-specific marketing materials for Sentai’s sales team.
For its care-home offering, I designed a brochure aimed specifically at residential care providers.
Rather than simply describing the product, the brochure structures the proposition around the challenges care homes are already trying to solve — including loneliness and social isolation, family communication, wellbeing monitoring, preventative care and supporting CQC best practice.
The visual hierarchy allows quite detailed information to remain easy to scan, while product and lifestyle imagery helps connect those benefits back to real people.
I also developed supporting promotional materials and flyers using the same visual system, adapting the message for shorter, more immediate marketing formats.
Turning customer stories into compelling case studies
Case studies have become another important part of Sentai’s marketing.
These projects involve taking detailed customer information and transforming it into something that feels closer to editorial storytelling than a traditional corporate PDF.
For a residential care provider case study, the design moves between customer outcomes, product features, real-world examples and supporting quotes to create a narrative around how everyday conversations can lead to more proactive care.
Large photography and simple content blocks break up more detailed information, while product dashboard visuals demonstrate how those conversations translate into meaningful data for care teams.
The result gives Sentai a piece of collateral that works both as proof of value and as a sales tool.
A consistent visual system across formats
Because the work spans brochures, case studies, flyers and digital advertising, consistency is particularly important.
The core Sentai visual language uses warm lifestyle imagery alongside the brand’s navy, orange and neutral palette, with generous spacing and a mixture of serif and sans-serif typography.
Speech bubbles have become a useful recurring device, showing the interaction between Sentai and the people using it and helping make an AI-powered product feel conversational rather than technical.
Product interface elements are also used throughout the design system, allowing real wellbeing scores, activity information and dashboard features to become part of the visual storytelling.
By keeping these elements consistent, each new piece of collateral feels recognisably Sentai while still being flexible enough to suit very different messages.
Designing for different audiences
Another important part of the work is adapting the same product for different audiences.
A care-home operator may be looking for evidence of person-centred care, operational efficiency and proactive wellbeing monitoring.
A family member may be more interested in companionship, reassurance and staying connected.
A commissioner or care professional may need to understand measurable outcomes and how Sentai supports existing care processes.
The design and hierarchy of each piece therefore shifts depending on who it needs to speak to, while the underlying brand remains consistent.
This is where the ongoing relationship becomes particularly valuable: rather than creating each item in isolation, new collateral can build on an established visual and messaging system.
Supporting the brand as it grows
As Sentai continues to develop its product and enter new areas of the care sector, its marketing requirements continue to evolve too.
The ongoing relationship means I can support that growth without having to reinvent the brand for every new campaign.
Whether the output is a detailed case study, a sales brochure, a print flyer or a digital advert, the goal remains the same: turn complex ideas into communications that feel clear, human and easy to engage with.
For Sentai, that means presenting sophisticated AI technology without losing sight of the people it is designed to support.
Project services
- Ongoing graphic design support
- Marketing collateral design
- Brochure design
- Case study design
- Digital advertising creative
- Campaign design
- Print design
- Sales collateral
- Information design
- Product storytelling
- Art direction
- Brand consistency
