We bring cultural relevance to commercial ambition.
Who we are
Practice Theory is a creative agency known for multidisciplinary work that brings cultural edge to commercial ambition. Founded in Singapore, we have worked at home and abroad over the past 12 years to build an international presence across diverse industries and markets.
Led by founder Randy Yeo, we partner with our clients to distill what makes them unique, then hone that distinction into a sharp point of view.
We build cohesive brand systems for every stage of growth.
What we do
From strategy through implementation, we build cohesive brand systems for every stage of growth, equipping businesses with the clarity to scale.
Beyond our core branding work, we craft award-winning publishing projects.
How we work
We work closely with leadership and creative teams to navigate transformations. Whether co-building a new venture from the ground up or rebranding an established institution, our end-to-end approach is guided by three principles:
Bold Ideas
We unpack complex briefs into clear directions, looking beyond the expected to create adaptive brand and digital frameworks that evolve with the business.
Systemic Thinking
We begin with a structured, research-driven approach, developing the strategic foundations that inform every detail.
Refined Craft
We bring care and discernment to every idea, translating it into applications that stand out and drive tangible momentum.
Our Services
- Art Direction
- Brand Strategy
- Brand Identity
- Brand Campaigns
- Brand Naming
- Campaign Strategy
- Content Creation
- Content Strategy
- Copywriting
- Creative Direction
- Digital Design
- Editorial Direction
- Editorial Design
- Exhibition Design
- Graphic Design
- Information Design
- Motion Design
- Packaging Design
- Print Consultancy
- Print Design
- Signage and Wayfinding
- Spatial Design
- Visual System
- Website Design
Our Clients
- AMOK
- Andaz Singapore
- Architecture Sarasota
- Art Central Hong Kong
- Artificial—Architecture
- Beachbody Gear
- BCRS
- B.P. de Silva Holdings
- Breathe Pilates
- DECK
- DesignSingapore Council
- Enterprise Singapore
- Everon
- Gillman Barracks
- IHH Healthcare
- IMBA
- Jom Media
- J.P. Morgan
- Karim Group
- LASALLE College of the Arts
- Lekker Architects
- Meta
- Ministry of Digital Development and Information
- MORROW Architects & Planners
- Mount Elizabeth Hospital
- National Arts Council
- National Gallery Singapore
- National Heritage Board
- National University of Singapore
- NTUC First Campus
- Office for Space Technology & Industry Singapore
- Office of the Mufti
- Pontiac Land Group
- QCP Capital
- Raffles Hotel Singapore
- ROAM
- Saison International
- Samsonite
- Sedar Properties
- SG Brand Office
- Singapore Economic Development Board
- Singapore Institute of Architects
- Singapore Polytechnic
- Singapore University of Technology and Design
- Spatial Anatomy
- STPI
- Studio Juju
- The Better Diamond
- UNIQLO
- UOB Privilege Banking
- Whoscall Taiwan
- World Express
We create award-winning design that has been recognised by our industry peers.
Awards and Recognition
2025
Tokyo Type Directors Club — Computer-Aided Architectural Design Research in Asia
Tokyo Type Directors Club — Pink Chilli in a Bowl
2024
Golden Pin Design Award — Pink Chilli in a Bowl
2023
D&AD Awards Graphite Pencil • Typography (Publication) — Pink Chilli in a Bowl
D&AD Awards Wood Pencil • Graphic Design — Pink Chilli in a Bowl
D&AD Shortlist • Typography (Publication Covers) — Pink Chilli in a Bowl
2022
Tokyo Type Directors Club — When Cooking was a Crime
Tokyo Type Directors Club — SUNN
Tokyo Type Directors Club — Gillman Barracks
2021
D&AD Awards Graphite Pencil • Book Design — When Cooking was a Crime
D&AD Awards Shortlist • Magazine & Newspaper Design — When Cooking was a Crime
D&AD Awards Shortlist • Graphic Design — When Cooking was a Crime
Tokyo Type Directors Club — DE:VOTED
Tokyo Type Directors Club — LASALLE Year in Review
Golden Pin Design Award — Wak Hai Cheng Bio: A Dialogue between Architecture and History
2020
The One Show Asia — DE:VOTED
President*s Design Award (Finalist) — Before It All Goes
2018
Tokyo Type Directors Club — The Bizarre Honour
Editorial Coverage
“We want to move brands from where they are to where they need to be, which often means being willing to push things somewhere new.”
Randy Yeo, Branding in Asia
Monocle Global Design Directory 2026
Monocle
Mini Sans In Use 2026
Viction:ary
Monocle on Design: “Future Impact 3”
Monocle
Singapore designers celebrate SG60 in Milan with Future Impact showcase
The Straits Times
Milan Design Week: Singapore talents create human-centred, sustainable solutions to contemporary issues
The Business Times
How Randy Yeo of Practice Theory Built A Singapore Design Studio With Global Impact
Portfolio Magazine
“Design in Singapore” Feature
Design 360º Magazine Issue No.86
Hanzi Kanji Hanja 2 2022
Viction:ary
Practice Theory embraces the funereal in its exhibition design telling stories of love and death
It’s Nice That
If you want to explore how strategic design can help scale your business and drive commercial growth, let’s talk.
Email us at [email protected] to start a conversation.
Credits
This website was designed and developed in close collaboration with OKOK Services.
© Practice Theory 2026