Brand Guide: Singapore Edition, the brainchild of Singaporean design studio, Foreign Policy Design, has carved a name for itself since its sell-out release in August 2015. The 468 page publication is a meticulous documentation of behind-the-scenes design processes, capturing the branding secrets of 17 of Singapore’s most progressive brands. Sold out within months of its release with frequent requests for a reprint, Brand Guide is set to make it happen this July, on Kickstarter. The campaign will commence on July 1 and will run for 30 days.
“We want the Brand Guide to be accessible to everyone from anywhere and create mementos for our backers who help support our vision,” says Yah-Leng Yu, Co-founder of Foreign Policy Design.
The Kickstarter campaign will feature reward tiers from 1 USD to 65 USD inclusive of these exclusive rewards:
- Brand Guide: Singapore Edition in Pistachio
- Brand Guide Production Manual and Colour Proofs
- Foreign Policy’s 10th Anniversary Limited Edition Tote Bag 4. Honorary mentions in print for our backers
Having won multiple awards – D&AD Pencil, Tokyo TDC, Art Director’s Club (Bronze Cube), and Singapore Creative Circle (Silver) – the publication has “nailed the art of collating diverse and sometimes complex ideas into a beautiful, cohesive publication”, writes Rebecca Fulleylove at It’s Nice that.
The dossier is filled with pull-outs, anecdotes, and rich imagery to present an engaging narrative of the brands to its readers. More importantly, it captures the golden-age of design in Singapore; a new breed of entrepreneurs that understand the increasing importance of brand design.

More than just about brands and their road to success, the Brand Guide doubles as an alternative city guide for vacationers, answering the million-dollar question every traveller bears in mind when visiting the little red dot… “best places to visit in Singapore”. Margaret Rhodes, Design writer at WIRED aptly summed up the guide’s alternate purpose: “Brand Guide: Singapore Edition can help travelers feel more like locals”.
This is the first publication of its kind by Foreign Policy Design. Do follow them at @foreignpolicydg and @brandguide for latest updates on the Kickstarter Campaign.
With the aspiration to be a multi-city brand guide, the group hopes that Brand Guide will cumulate into future editions for different cities. Two more cities are currently in discussion, and the partnership is expected to be launched simultaneously.
