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*SCAPE
*SCAPE is the space with boundless possibilities for youth. This is where youth communities exchange ideas, relax with friends to have a good time, and build positive social relationships. We help shape unique experience and welcome people from all age groups and walks of life to participate in.
In need of rejuvenation and a refreshed sense of purpose.
The youth-centric hub, which was established in 2007, saw declining usage and visitorships — impacting the enterprises present there. A new plan and redevelopment of the site started as early as 2022, as part of the rejuvenation of the Somerset Belt. *SCAPE needed to rejuvenate and refresh their sense of purpose to align with the new direction and change the current perception of *SCAPE. The revamped *Scape will officially be relaunched in November 2025 with more dedicated spaces for young people, aiming to reach more than two million people in footfall within a year.
Research and brand positioning mapping to understand potential usage opportunities.
With the definition of "Youth" in Singapore as being those between the ages of 15-35 years, it was essential not only to understand what stakeholders desired of the site, but also how the different life-stages within that broad age band would view and use the space.Based on insights uncovered through primary research, Activiste developed a cut-through brand positioning, brand architecture and visual system design which positions *SCAPE as more than a physical space, but also a mind-space in which youth, at different life stages, could 'Scape their dreams' and find their unique place in the world.
As part of the project, Activiste conducted a series of qualitative discussions as well as quantitative consumer research to identify youth segment personas and understand their attitudes and preferences towards learning and recreational activities. The research was used to anticipate youth preoccupations and trends, add context and identify the brand opportunity as well as a brand positioning that would speak to the diverse life-stages represented within the 15-35 year span.
As part of the project, Activiste conducted a series of qualitative discussions as well as quantitative consumer research to identify youth segment personas and understand their attitudes and preferences towards learning and recreational activities. The research was used to anticipate youth preoccupations and trends, add context and identify the brand opportunity as well as a brand positioning that would speak to the diverse life-stages represented within the 15-35 year span.
A common space where youth can connect, build friendships and sprout positive new ideas.
Mr David Chia, Chairman of *SCAPE has promised that it will be the key node in the Somerset Belt precinct from which partnerships and new programmes can be made to provide more opportunities for young people. Looking forward, it is hoped that *SCAPE will become a key node in the Somerset Belt precinct from which partnerships and new programmes will provide more opportunities for young people "scape their dreams and future".
“Activiste provided insightful perspectives on branding matters and recommended innovative approaches in reshaping *SCAPE's brand identity... meticulously analysed various aspects of *SCAPE's brand positioning, ensuring that the brand refresh aligned perfectly with the organisation's values and goals.”
Beyond breathing new life and energy into the brand, the new *SCAPE Visual Identity System creates a hierarchy of information in communications, as well as provides for co-branding with partners in marketing communications and outreach.
Beyond breathing new life and energy into the brand, the new *SCAPE Visual Identity System creates a hierarchy of information in communications, as well as provides for co-branding with partners in marketing communications and outreach.
To cater to the different needs and types of communications that *SCAPE would need, Activiste developed a Brand Playbook to align visual identity, tone of voice, and key messages across touchpoints. It facilitates engagement with communities and industries to co-develop campaigns, experiences, and programs.
*Some of the images and applications shown here are visuals designed by Activiste as proof of concept and do not constitute actual collateral used by *SCAPE.
©Activiste Pte Ltd. 2025
