The brief
L^IFE opened on Levels 1 and 2 of *SCAPE, about 28,000 square feet, in 2025. It calls itself a youth culture accelerator hub: rotating pop-ups from young local brands, an F&B street, a fashion studio and a year-round programme of festivals, markets, workshops and seasonal nights. The brand arrived with a bold identity, a six-colour palette and a sticker pack of Gen-Z slang. It needed creative work that could keep up with that energy.
The brand film
We made L^IFE's brand film, the piece that introduces the destination and its attitude to a young Singapore audience.
Marketing and events
Most of our work with L^IFE sits here. We work alongside the L^IFE team on its marketing and events, bringing creative concepts and input to the campaigns and activations that fill its calendar.
Social content: Founder Files
A destination with around thirty tenants has a lot of stories and a risk of its feed becoming a wall of tenant ads. We built Founder Files to feature tenants in L^IFE's own voice: one tenant, five slides, one thing you didn't know. L^IFE writes, designs and publishes each post, then invites the tenant as a collaborator, so the reach pools across both accounts and the creative stays L^IFE's.
- Five slides, same order every time: a type-only hook, what the business is, the founder's hustle, the product, and how to visit.
- No line, no post: the hustle slide comes from a ten-minute call with the founder, so every post carries something real.
- No shoot needed: tenants send their own photos, and a single brand-colour field frames each one, so thirty different aesthetics sit together on one grid.
- A production tool to run it: a browser-based studio that tracks every tenant from asset request to published post, previews each slide live and exports for Instagram and TikTok.