The Origin of Sentry Collective

We’re proud of our backstory and how we came to be. It’s something we pride ourselves on, and we’re very excited to share this story with you. We’ve included snippets from Luke, the founder of Sentry Collective, to provide some further insights into the early days of the business.


If you have any questions about us or our origins, please don’t hesitate to reach out and let us know!


How did we start?


Sentry Collective all started from a passion to help smaller businesses. Luke set out on a mission to help service-based SMEs with their marketing in the ways that he knew how, and quickly found himself growing his knowledge, experience and client base.


“It was a surreal experience; I signed up to a freelancing site to give things a go and see if I could help and the reviews and feedback from clients was simply breathtaking. It was a given that scaling up would be the right thing to do.” 


It was a pivotal decision that led away from single-handedly creating marketing content for clients, and instead, build a company with higher growth potential to support more clients and help make a greater difference. Ergo, Sentry Collective was born.


Staying true to the focus from day one, Sentry Collective is a written content and social media marketing agency for service-based SMEs, dedicated to helping grow the online presence for their clients.


What does the name mean?


Sentry Collective is broken down into two parts:


Sentry: Refers to the Boeing E-3 Sentry (also known as AWACS).

Collective: Refers to our collective approach. We’re dedicated to working with our clients, helping them along their journey.


“This is one of my favourite questions to answer. Many people ask where the term Sentry came from, and the answer is simple. My father has worked on the AWACS for most of his life, and he’s helped me a long way in life, including the ideas behind the business we are today. It was only right to pay homage and thanks to him for everything he’s done.”


Image by Alfred Koop from Pixabay


What does the logo mean?


Referring back to the Boeing E-3 Sentry (pictured above), there’s a radar dish on the plane used to scan both the air and the ground within a large range. More detailed, technical information is available here. We continue to search for ways to improve and better what we do for our clients through a radar of our own. Pairing this with the reference to Sentry in the name, this meant the radar made the perfect logo for us!


“The radar dish is an iconic part of the E-3 Sentry, so to continue the Sentry theme there simply was no other option for us.”


What’s lined up in the future?


Since day one, we’ve continued to help service-based SMEs with their online presence through our services, and that’s exactly what we plan on continuing to do. Our immediate plans are to grow and bring more clients on board to share our expertise with. We have a great referral plan in place so if you know of anyone who could use our services, don’t hesitate to get in touch!


As each day goes on, we continue to review what we’re doing and how we can do things better. We’ve already introduced some exciting new services into our offerings for our clients and we’re excited to explore further ways of improving how we can help our clients.


“This is a very exciting time for us and I’m excited to see how it pans out. Our focus right now is growth and helping more and more businesses – so if you know of anyone please get in touch!”


If you have any questions, or you’d like to learn more, feel free to reach out to us at

We'll do some great things together.

We look forward to speaking further with you to see how we can help your business.

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