If you’ve ever fallen down a colourful, joy-filled rabbit hole on Instagram, there’s a good chance you’ve come across Life of Colour - the art brand built by founder Jodi Benjamin , whose mission is simple and beautiful: make creativity accessible for everyone .
From day one, Life of Colour has been about more than products. It’s about giving people a moment of calm, a spark of inspiration, or a creative ritual they can return to when life becomes a little too much. What started as a humble art brand has grown into an international community of adults, teens, parents, hobbyists, and everyday creators who use colour as a form of expression and self-care.
And at the centre of that ecosystem is Jodi - thoughtful, intentional, and deeply committed to building a brand that makes people feel something.
Meet Jodi. The Heart Behind the Brand Jodi didn’t build Life of Colour to sell pens and art kits. She built it because she truly believes creativity changes how people feel. Her brand challenges the old assumption that colouring and art kits are “just for kids.”
Her products are designed for that exact purpose:
This belief is what makes Life of Colour special. It’s not about flawless artwork. It’s about giving people permission to play.
Why Jodi Uses #gifted: Community, Content, and Connection When you ask Jodi why she uses #gifted, her answer is simple:“I get real people making real art, at scale.”
For her, creator gifting isn’t a vanity exercise. It’s about building a living, breathing ecosystem of content and community. She uses #gifted because it gives her:
Mass content from diverse creatorsA huge variety of creative styles and voices Authentic social proof that paid ads can’t replicateReach and awareness at a fraction of the cost A constant flow of fresh assets for paid and organic use The volume and variety matter. Life of Colour products come alive when different hands interpret them in different ways and #gifted delivers that at scale.
Jodi’s Secret to High Activation Rates (And Why Her Content is So Good) If there’s one thing brands consistently ask us, it’s:“How do I get creators to actually post - and post well - when engaging with contra gifting?”
Jodi has cracked it. Her activation rate is exceptional, and she consistently receives multiple pieces of content from every creator, including:
Reels (her strongest performing format) Close-up imagery In-progress shots Stories showing product in action Here’s her secret:She doesn’t send the same brief to everyone. She studies each creator before inviting them. She chooses them because she genuinely loves their work.
She looks at how creators naturally tell stories:
Are they aspirational or instructional? Do they post timelapses? Are they colourful and bold, or calm and slow? Do they feature their home, kids, or creative rituals? Then she sets expectations that align with their strengths - not what she assumes they should make. She gives direction with creative freedom.
Creators feel seen, not used.
And that’s why they show up.three pieces of content per person without paying a cent.
How Life of Colour Uses Creator Content (And Why It Works) What Jodi does after she receives the content is just as strategic.
Because she’s on the Pro Plan , she has licensing rights, meaning she can repurpose creator content across:
Her Shopify site Product pages Landing pages Social channels Email marketing Paid ads (when the content hits a 10/10 standard) This is where creator content becomes brand fuel.
Beautiful reels get converted into high-performing ad assets.
Every piece of content - polished, imperfect, in-progress, or fully finished - does the same job:It builds reach, awareness, trust, and emotional connection.
For a brand built on creativity and wellbeing, creator content isn’t just marketing.Anyone can make something beautiful.
Why Life of Colour’s Approach Works Jodi’s strategy is a perfect example of what modern brands are shifting toward:
Authentic content > polished production Creator diversity > single influencer deals Community storytelling > traditional advertising Contra gifting > expensive campaigns Volume + variety > one hero piece Jodi doesn’t chase influencers.
And because of that, creators bring their best. And it shows.
Final Takeaway Life of Colour is proof that when a brand leans into community, creativity, and genuine connection, contra gifting can outperform traditional influencer campaigns by miles.
The right creators.
And a whole lot of colour.
