Foreign Policy

Singapore-born. Globally sharp. We build brands that think deeply, look good, and move culture — through strategy, identity, and fearless design. Independent since 2007. Always by design.

Our Capabilities

We partner with selected clients to launch, grow, evolve, and express brands that move culture.

Launch a fresh voice

Build a Devoted Following

Reposition for What’s Next

Bring Your Brand to Life

OurServices

1

Uncover Story

  • We lay the strategic foundation — through insight, positioning, and growth planning.
  • Research & Benchmarking
  • Audience Analysis
  • Leadership Alignment
  • Naming
  • Brand Positioning
  • Customer Experience
  • Growth Strategy
2

Transform Culture

  • We help brands take root internally, aligning teams, tools, and purpose.
  • Culture Audit
  • Brand Embodiment
  • Brand Implementation
  • Employee Onboarding
  • Digital BrandBook
  • Change Management
3

Build Resonance

  • We craft systems and identities that express who you are — visually, verbally, and experientially.
  • Visual & Verbal Identity
  • Sonic Identity
  • Motion Identity
  • Digital Design
  • Experience Design
  • Placemaking
  • Spatial Design
4

Deliver Impact

  • We launch, activate, and measure — ensuring your brand connects and performs.
  • Campaign Strategy
  • Social, Digital & Website
  • Marketing Toolkit
  • Messaging Framework
  • Campaign Tuning
  • Activation & Programming
  • Campaign Rollout
  • Performance Measurement

Our Process — From Insight to Impact

We turn research, context, and creativity into strategic clarity — and brands that move.

Audit & Research

1

We dive deep—into brand, business, and the broader cultural fabric.

Context Matching

2

We map insights to the world the brand lives in (or wants to enter).

Distilation to Big Idea

3

We crystallise a single, strategic idea to lead the way forward.

Alignment with Client

4

We sync with the client—sharp, honest, and collaborative.

Design Development

5

We translate strategy into identity, systems, and sensory expression.

Project Delivery

6

Polished, purposeful, and ready for launch. Built to shift and scale.

✨ Let’s Work Together

We work best with curious collaborators who aren’t afraid to challenge the status quo. Whether you’re building a brand from scratch or rebooting an existing one, we start with a conversation — no decks, no pressure.

Reach out at affairs@foreignpolicy.design

don't send us spam us pls

Book a quick chat

we’ll send a Zoom link once your slot’s locked in.

/

Foreign Policy is a Singapore-based strategy, brand and design office founded in 2007 by Yah-Leng Yu and Arthur Chin. We work across naming, identity, spatial, and editorial design to help brands speak with clarity and purpose.

Yah-Leng is a member of the Alliance Graphique Internationale (AGI), an honour reserved for designers of global distinction.

Street Cred

From culture to commerce, big or small—we’ve worked with them all.

Clients
  • ARUP
  • InterContinental Hotels Group
  • Frasers Hospitality
  • Hong Kong Jockey Club
  • The Fullerton Hotel Singapore
  • Gleneagles Hospital Group
  • Muji Singapore
  • Sifang Collective
  • Asian Civilizations Museum
  • NTU Centre of Contemporary Art Singapore
  • Singapore International Photography Festival
  • Illustration Arts Festival
  • University of the Arts Singapore
  • Lasalle College of the Arts
  • Unlisted Collection
  • Spa Esprit Group
  • SuperLoco Group
  • Lo & Behold Group
  • JIA Group
  • Marina Bay Sands
  • The Ascott Limited
  • OUE Restaurants
  • Paradise Group
  • Figment
  • Park Bench Deli
  • Petite Passport
  • The Working Capitol
  • Roger&Sons
  • Chye Seng Huat Coffee/ppp
  • Morning
  • Proctor & Gamble
Awards
  • D&AD
  • ADC (Art Directors Club)
  • TDC (Type Directors Club)
  • Tokyo TDC
  • AIGA Design Awards
  • Brand New Awards
  • Award360
  • Hong Kong Design Awards
  • Singapore Creative Circle Awards
  • Graphis Design Awards
  • Print Magazine Design & Commerce Awards
Design Juries
Recognition
Selected Publications
  • Tokyo TDC Vol 33
  • The Interview, Volume 1, The Brand Identity
  • Design(h)ers, Victionary
  • Palette Mini Series No. 5 Pastel, Victionary
  • Print Matters, Victionary
  • Identity Suite, Victionary
  • Iridescent, Victionary
  • New Retro , Victionary
  • Echoes of the Future, Gestalten
  • Start Me Up, Gestalten
  • Bi-Scriptual, Niggli Verlag
  • Inspo Finds Collection II, Inspo Finds
  • Art Marks, CounterPoint
  • IdentityDesigned: The Definitive Guide to Visual Branding
  • APD Asia Pacific Design Annuals, various volumes, Sandu
  • Brand Magazine, various issues, BranD
  • Design360º, various issues, Sandu
  • Monocle 2015 September
  • Monocle 2011 September
  • IDEA Magazine Issue 376
  • IDEA Magazine Issue 372
  • +81 Magazine Vol 70
  • Communication Arts Design Annual 58
  • éTAPES, various issues
Talks