WORK          ABOUT          REFLECTIONS

Building A Brand Experience

Flexible in design approach and driven by bold concepts, our area of expertise spans from conceptualisation, identity construction, projections into physical and digital spaces, to retaining your brand presence in new media. By adopting a holistic perspective, we create sustainable brands with consistency to overcome challenges of the modern era. 

The Process


Business Strategy
Product Strategy
Market Research

The cornerstone of every brand rests on a solid business concept. From the tactical design of a brand, to operations, product strategies and market research, we possess capabilities to guide your brand through contemporary challenges.

Identity Construction

Brand Strategy
Art Direction
Brand Narratives

Identity Construction
In progressive times, brand identity extends beyond the confines of logos and branded collaterals. At FOCI, a strong brand identity as well as its strategy is a combination of engaging narratives and thorough art direction.

Identity Projections

Interior Spaces
Digital Spaces

 Identity Projections
With a solid brand identity, the projections of your brand are crucial to appeal to the right audience. From packaging, marketing collaterals, to interior and digital spaces, we firmly believe these elements come together to form an impressionable brand experience.

New Media Management

Social Media
Content Strategy
Marketing Strategy

New Media Management
A modern era of increasing social opportunities dictate a need to stay current with new media strategies. To thrive, we stand by the efforts of maintaining a brand presence that extends into the social sphere, where the integration of content and marketing strategies apply. 

The Team

Loo Yi

Director / Manager

A quiet member of the team, Loo Yi stands tall in both spectrums of consulting clients and managing the team. Channeling Mahatma Gandhi, he preaches peace to keep things productive as he provides the team a platform to thrive. In his downtime, he unwinds with a warm cuppa on one hand, and an architectural read on the other.

Loo Ping

Director / Strategist

Loo Ping, the thinker of the team, is constantly spurring new ideas to bring forth brands through strategic business and creative direction. He is a firm believer of “learning transfer”, where knowledge from different industries fuels his creativity to create something new. When he’s not brainstorming his next idea, he drowns himself in the sounds of electronic music and cooks up a storm with whatever’s in the fridge.



Meet the team’s resident designer, Jwohan. An advocate of formless creativity, his talents lie in producing designs that challenge conformity. In his designs, he looks forward with a sharp mind by balancing functionality and aesthetics in his design practices. Being an enthusiast of all-things creative, he has a love for sound and movement,  as he dabbles in experimental design, electronic music, visual arts, books and magazines.


Graphic Designer

Young and motivated, Sorfina is our budding designer that explores different styles in her designs, looking to the best version of herself. With her inquisitive personality, she has a fondness for watching crime series and documentaries. Curiouser and curiouser, she unravels every nook and cranny when she travels to new places. People often say “curiosity killed the cat”, but for Sorfina, satisfaction brought it back.

He Yu


He Yu, otherwise known as Joy, has a way with words to craft captivating content and campaigns in different mediums. A devotee of all things provocative, she captures untapped angles to write her works. Nestled in the comfort of her chair, she finds pleasure in watching the works of Wes Anderson, and losing battles in Cuphead over and over again.



The overseer of everything financial, Johnson is our trusty number cruncher. With 8 years of experience, he is equipped with necessary skills to keep our finances in check. Apart from having the brains for financial planning, you can always count on him for a good run and hike or a quick rundown on the latest Apple products.