Workshop In 7 days
November
Friday
13:00–16:00 2026 · Singapore time
You sign up with the host. foundercal only links to it.
You already know you need a brand and you need to be posting. You've watched the videos and saved the threads. But you still haven't started.
Building : Brand & Content isn't another talk you sit through and forget. It's 3 hours of learning one step, then doing it straight away, together.
We'll share the content strategies used by creators like Emonee (900K+ followers) and Dan Koe (1M+ followers), adapted for B2C business owners, plus how to design a brand your customers will remember and trust.
How it works
Each step follows the same rhythm: a short lesson, a live demo, then you do it yourself while we go around helping. You'll work in small groups in a coworking space, surrounded by a like-minded community, giving each other feedback and ideas. No design background needed. We'll use AI (a paid ChatGPT or Claude plan) to help you move fast.
What you'll do
Part 1: Understand how content works
1. Brands are built on vibes, not just logos. Why the brands growing today are built on social, and why good aesthetics alone won't earn trust. 2. How organic content works. How Instagram, TikTok, Twitter/X and Threads work, why going viral doesn't mean getting customers, and how to pick the right platform for your audience.
Part 2: Find your content
3. Research your niche. Follow our step-by-step guide to study your niche on Instagram and save 20–50 videos that stand out. 4. Break it down. Learn how almost all organic content comes down to hooks and formats, then break down what you saved. 5. Repurpose it for your business. Pick the 5–10 you can adapt, and turn them into your content bank.
Part 3: Build your brand
6. Define your values and voice. What you stand for and how you sound, so everything you post feels like you. 7. Build your visual language. Study your competitors and choose colours and typography that either stand out in your space or fit in with it. 8. Create your starter brand kit with AI. Feed your research and values into AI to generate a logo, colours and typography you can use today and refine later.
Part 4: Go live
9. Set up your social profile. Display photo, bio and cover image (if your platform uses one), all using your new brand kit. 10. Commit to your first post. Pick your first post, set a date to publish it, and share it with the group for accountability.
You'll leave with
• A starter brand kit: values, voice, logo, colours and typography • A social profile that's set up and ready to post from • A content bank of 5–10 post ideas • A framework for researching your niche and breaking down why content works • The prompts and templates used in the workshop, to keep and reuse • Your first post planned, with a group holding you to it
Who it's for
B2C business owners selling their own physical or digital products or services, whether you're about to launch or already running and ready to take content seriously.
Who it's not for
Freelancers, or anyone building a personal brand to become an influencer or land sponsorships. This workshop is about growing a business.
Before you come
• Bring a laptop. • Have a paid ChatGPT or Claude plan ready. You'll need it to generate your starter brand kit.
What is ground:up?
ground:up is a weekly series hosted by Lucian Grey, who is challenging themselves to build a B2C business again from the ground up and sharing what they learn each week.
Every session is about taking action, not consuming more information. If you've been struggling to move fast enough, or feel too overwhelmed to do what you know your business needs, this series is for you.About your host
Lucian Grey is a DesignSingapore scholar and ex-startup founder whose product was backed by Jason Calacanis, an early angel investor in Uber, Robinhood and Calm. Using only organic social, Lucian grew the product's waitlist to 2,000+ in 4 weeks and sold out its first pre-sale within 24 hours. Since then, they've consulted for brands like Chanel and for startups, helping them design better brands and content.
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Investors in the room
Founders pitch
Founders pitch
Investors in the room
