PIONEERING A COLIVING BRAND FOR DIGITAL NOMADS. Understanding Unique Nomad Culture to Surpass Expectations. The Hangzhou Ascott LYF Co-living Apartment exemplifies a pioneering branding and marketing strategy tailored for younger generations and digital nomads, seamlessly blending strong brand identity with values-driven design and participatory engagement. Every playful element—from the IP character "Laifi" to site-specific adaptations of Hangzhou's colours, textures and rhythms—ensures local resonance while maintaining global brand cohesion. By embedding its identity across all touchpoints—from spatial layouts to community programming—the brand creates discoverable spaces that celebrate both individuality and togetherness, achieving high recognition through emotionally resonant experiences. Rooted in audience insights and next-generation traveller feedback, the strategy demonstrates a nuanced understanding of nomadic needs, prioritizing flexibility, wellbeing, inclusivity and sustainability. The hybrid design fosters community through organic interactions—from shared cooking spaces to data-informed lounge layouts—while big data integration enables continuous co-creation.This innovative approach transforms marketing into a participatory journey, combining technology and storytelling to deliver adaptable brand experiences that evolve with user needs—always celebrating connectivity and social impact while making every resident feel authentically at home.