When OMFGCO received the brief from The Lo & Behold Group, the setup immediately caught their attention – turn a former state high school in Singapore’s River Valley into a creative and cultural epicentre. The site would house over 40 independent, made-in-Singapore brands across retail, dining, wellness and arts. The challenge wasn’t just creating an identity; it was crafting a brand that could contain multitudes without dissolving into generic catch-all territory.