Brandcourage is a forward-thinking creative agency in Singapore, we create and communicate the essence of brands.
Types of work

Brand DNA® | Brand Strategy

Brand Communications

Advertising | Key Visuals

Types of client


The KL East Mall brand was developed as a lifestyle experience destination with attitude. A brand that is captivating, joyful and personal in approach and epic appeal comes from the heart. They aim to be the favourite place to spend time and hang out in the east, with more of what is wanted and less of what isn’t. The proposition is simple, easy and very comfortable – as they have the right location, right size, right feeling. They promise a friendly atmosphere, fun environments and treat customers as their valued guests.

Their narrative stated — “We’re a lifestyle experience mall that is captivating, personal and joyful in everything that we do. We’re not about age or race or income – our attitude is that everyday should be epic.”


“The lifestyle experience destination with attitude. We’re captivating, joyful and personal in our approach and our epic appeal comes from the heart.”


The brief was to create a “branded mall” that would fit with the community of Eastern Kuala Lumpur that was to attract young adults and families between 20 – 39 years old, affluent with high disposable income. Of course the mall was not the only mall in the vicinity but we could use the fact that it was to be easily accessible, all-in-one destination, for everyday and special occasions with all kinds of fun, leisure and attractions.



Brandcourage’s approach to brand building, messaging and launch communications was based on the theme — ‘east is epic’ — an idea that could be expanded to be extraordinary, energetic, evangelistic, elegant, empowering, exciting, evocative… we used a lot of alliterations of ‘e’.
The tone of voice was about an attitude — We even wrote a song about it … “Gotta tell yer, our life sweet, East is epic … It’s the place to meet. It’s the coolest, the baddest, the most chill … We’ve even got our own quartz hill. We got art, got makan, got the freshest of air. Got family, got friends, got everything to share. We got movies and skating … got a huge rock wall … Check out my swagger at KL East Mall … So, why not hang out, while I’m feeling poetic. East is everything. East is epic!


Project team
Colin Anderson (Managing Director)
Gabriel Lee (Client Lead)
Chew Kok Hsiung (Design Director)
Steve Chan (Senior Designer)

Related works