Brand *scape overhauls as new youth icon

Singapore - The Secret Little Agency (TSLA) has been appointed as lead creative agency for *scape, a S$40 million investment by the Ministry of Community Development, Youth and Sports, and the Totalisator Board.

The agency won the account after a three month long closed door pitch, and will now work to streamline and build all creative communication for the *scape brand, and positioning it as the cultural icon for the new generation of Singaporean youth.

*scape is a not-for-profit charitable youth organisation which manages the *scape Youth Centre, *scape Youth Park and *scape Skate Park at Somerset. By 2010, *scape hopes to be a five-storey urban community space (on a 1.2 hectare site) next to Cineleisure Orchard. In this building, there will be six new conceptual spaces for different interests.

*scape is also expected to play a key role in the Youth Olympic Games in 2010, by hosting the Cultural and Educational Programmes for the athletes.