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.

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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