Anonymous

What Anonymous does

Anonymous is a Singapore-headquartered research and creative lab founded in 2005 by Felix Ng and Germaine Chong (Shu), operating with a 6-person team across studios in Singapore (42 Ean Kiam Place) and Bangkok (132 Nakhon Sawan Rd). The firm provides project-based brand strategy, positioning, cultural insights, naming, visual identity systems, and creative direction to enterprises, social entrepreneurs, and individuals; Uniqlo is publicly disclosed as a flagship client (lead agency for Global Flagship Stores in Singapore and Manila). Beyond professional services, the studio operates a curated direct-to-consumer product line — "Anonymous Objects" — selling bilingual calligraphy art prints (Sea, Home, Youth, Path, Love, Try, Soy, Zen, Kind, Art, Life, Dog) and self-published books (木 mù, 水 shui, a book about lines) through an e-commerce platform and in-store retail, with flat-rate worldwide shipping from S$2 to S$15. The business is founder-owned with no disclosed institutional capital, and revenue is generated via project-based consulting fees and one-time product sales, augmented by self-initiated cultural programs (A Design Film Festival, FoodCine.ma, A Library, Bilingual, For Good) that function as brand-building and community engagement rather than revenue lines.

Name

Anonymous

Legal name

Anonymous

Website

https://madebyanonymous.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Anonymous is a Singapore-based research and creative lab, founded in 2005, that provides brand strategy, cultural insights, and creative direction to enterprises and individuals, and sells bilingual calligraphy art prints and books via its Anonymous Objects e-commerce store and studios in Singapore and Bangkok.

Ownership category

akta.pro rank

Product category

Brand Strategy & Creative Direction

NAICS

Independent Artists, Writers, and Performers (711510)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Activation/Experiential Creative Agencies (MPAAAAAO)

akta.pro secondary industry

Cover Design, Illustration & Book Interior Design Services (MPAJAJAH)

Keywords

• Brand strategy consulting
• Creative direction services
• Cultural research lab
• Visual identity design
• Brand positioning advisory

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Brand Strategy and Creative Consulting: Project-based consulting work helping brands, organisations, and individuals find insight and direction. The studio takes on a selective number of projects each year.
2. Product Sales: Sales of books (木 mù, 水 shui, a book about lines) and framed prints featuring bilingual calligraphy designs (Sea, Home, Youth, Path, Love, Try, Soy, Zen, Kind, Art, Life, Dog). Products available online and in-store.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Anonymous is a research and creative lab providing brand strategy, cultural insights, creative direction, positioning, naming, and visual identity services to brands, organisations, and individuals. The studio supplements its consulting work with a small product line of bilingual calligraphy books and framed art prints sold through its own e-commerce platform.

Product overview

Anonymous is a research and creative lab that operates as a branding studio, helping organizations and individuals understand and shape the world by turning complex information into insight and informed action. Their portfolio consists of their core consulting services (brand strategy, creative direction, cultural research) delivered through the Anonymous Studio, complemented by self-initiated cultural projects: Bilingual (a bilingual calligraphy art project), Anonymous Objects (an e-commerce shop for books and prints), A Library (a book recommendation platform with interviews), For Good (pro bono and mentorship programme for social entrepreneurs), and A Design Film Festival (a global design film festival).

Differentiator

Problem solved

Functional benefit

Brands

• Anonymous Objects: E-commerce platform selling prints, books, and framed artwork featuring bilingual calligraphy and artistic prints.
• A Library
• Bilingual
• Anonymous for Good

Products and services

• Anonymous Studio (Brand Strategy & Creative Direction) Project-based consulting engagement in which co-founders Felix Ng and Germaine Chong (Shu) work directly with brand, organisation, and individual clients on brand strategy, positioning, cultural insights, visual identity systems, naming, messaging, and creative campaigns. Each year only a small number of projects are taken to ensure full focus.
• 木 mù Book A book published by Anonymous, available online and in-store, featuring illustrations and design by Germaine Chong (Shu). Sold as a standalone physical product.
• 水 shui Book A book published by Anonymous, available online and in-store, featuring illustrations and design by Germaine Chong (Shu). Sold as a standalone physical product.
• A Book About Lines An authored book by Germaine Chong (Shu) about lines, sold as a standalone physical product online and in-store.
• Bilingual Framed Edition Art Prints Framed limited-edition art prints featuring bilingual Chinese-English calligraphy characters (Sea, Home, Youth, Path, Love, Try, Soy, Zen, Kind, Art, Life, Dog). Each print is a Framed Edition of 3, sold through Anonymous Objects online store and in-store at the Singapore and Bangkok studios.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered flagship and core.

• A Design Film FestivalflagshipOthersAnonymous founded and curates A Design Film Festival, the world's first design film festival, which travels globally and screens films about design and culture.
• FoodCine.maflagshipOthersSoutheast Asia's first food film festival, initiated by Anonymous, exploring culture through food and film.
• UniqlocoreStrategic or Co-development PartnerLead agency for Uniqlo Global Flagship Stores in Singapore and Manila, providing brand strategy and creative direction.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pentagram: Largest independent design studio globally, operating across brand identity, strategy and creative direction. Comparable in service category, but vastly larger in scale and broader in geography than the subject studio.
• Mother: Globally recognized independent creative agency producing brand strategy and creative campaigns for major enterprises. Comparable in service mix (brand strategy + creative direction) but far larger and more advertising-led than the subject.
• Anomaly: Independent creative agency with offices across Asia, delivering brand strategy, creative direction and integrated campaigns for enterprise clients. Comparable as a competing brand-strategy partner for the same Uniqlo-tier enterprise accounts.
• Wieden+Kennedy: Major independent creative agency working across brand strategy, campaigns and cultural platforms. Comparable because it also operates as a founder-rooted creative house with a strong cultural-initiatives track record, though at much larger scale.

Direct peers

• COLLINS: Independent brand strategy and design studio working across identity, experience and culture. Comparable because it is a strategy-led creative practice serving enterprise brands with cultural insight at the core of its offering.
• Foreign Policy Design: Singapore-based independent brand strategy and design studio of comparable boutique scale. Directly comparable because both are founder-led Asia-focused creative labs delivering brand strategy, identity and cultural direction to enterprise clients.
• Manual: Independent creative agency focused on brand strategy, identity and creative direction for mission-driven organizations. Comparable as a founder-led boutique practice blending cultural research with enterprise brand work.

Regional players

• Chemistry: Singapore-headquartered creative agency delivering brand strategy, design and communications. Comparable as a same-geography competitor for brand and creative work targeting enterprise clients across Asia.
• Work: Independent Singapore-based brand and design studio working on identity, strategy and culture for Asian and global clients. Comparable because of overlapping Singapore/Asia footprint and similar boutique brand-strategy positioning.

Emerging players

• Mucca: Independent design and branding studio focused on identity systems and creative direction. Comparable in being a boutique, founder-led practice blending cultural research with brand identity work.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/madebyanonymous
• LinkedInlinkedin.com/company/madebyanonymous

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Anonymous