&Larry
&Larry is a Singapore-based boutique branding agency founded in 2005 that serves government institutions and enterprise brands with brand strategy, identity design, spatial branding, and content services through its proprietary SOUL PURPOSE® and SOUL SEARCH™ methodologies.
- Company typePrivate
- Founded2005
- HeadquartersSingapore, Singapore
- Headcount1–10
- GTM typeB2B
- OfferingServices
What &Larry does
&Larry is a Singapore-headquartered boutique branding agency founded in 2005 by Larry Peh, operating with a 3-person core team (with stated headcount of 1-10) from 23 New Industrial Road. The firm delivers integrated brand strategy, identity design, spatial branding, content, and digital design services through two proprietary methodologies: SOUL PURPOSE®, a seven-dimensional framework covering Passion, Uniqueness, Relevance, People, Ownability, Sustainability, and Ethics; and SOUL SEARCH™, a four-stage Discover–Define–Design–Evolve process. Service lines span Brand Analysis & Strategy, Brand Identity Design, Brand Experience Design, Spatial Planning & Design, Art Direction & Graphic Design, Content Strategy & Copywriting, Digital Design, and Creative Partnerships.
The agency serves two primary client segments: government agencies and sovereign institutions (GIC Singapore, Monetary Authority of Singapore, EDB Singapore, People's Association, PCF Sparkletots) and enterprise brands across retail, F&B, fintech, e-commerce, education, and lifestyle sectors (Atome, ShopBack, Tong Heng, Bynd Artisan, Everbest, Mighty Jaxx, Dulux Asia Pacific, Sir Manasseh Meyer International School, Direct Funeral Services). Over 20 years, &Larry has completed 628 strategic and creative collaborations for 108 brands across these sectors, generating documented client outcomes including Atome's 33x active user growth, Tong Heng's 16x Instagram follower growth and 23% revenue uplift, Bynd Artisan's 3x first-year revenue increment, and Everbest's store network expansion from 42 to 53 locations.
Revenue is generated through project-based professional services engagements sold directly via the firm's website, with pricing not publicly disclosed. Distribution is direct-to-client with no reseller or intermediary channels; the agency extends delivery capacity through a curated network of specialized partners (Make Studios for software/video, Design Sojourn for research, LAANK and BrandsBridge for spatial implementation, The Artling for art curation, Light Collab for lighting). The firm has no external funding, no parent company, and operates as a privately held, founder-controlled entity. In 2025, &Larry extended into branded merchandise and IP licensing via the XX&L Exhibition & Store, marking its 20th anniversary.
&Larry firmographics
Firmographics- Name
- &Larry
- Legal name
- &Larry
- Website
- https://andlarry.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- &Larry is a Singapore-based boutique branding agency founded in 2005 that serves government institutions and enterprise brands with brand strategy, identity design, spatial branding, and content services through its proprietary SOUL PURPOSE® and SOUL SEARCH™ methodologies.
- Ownership category
- akta.pro rank
&Larry industry classification
Industry- Product category
- Brand Strategy & Design Services
- NAICS
- Advertising Agencies (541810), Graphic Design Services (541430)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)
- akta.pro secondary industry
- Exhibition, Retail & Experiential Design (BPAHAKAL)
Keywords
Where &Larry is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
&Larry business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Brand Strategy & Consulting Services: Project-based brand strategy and creative services including brand analysis, strategy development, identity design, spatial planning and design, art direction, graphic design, content strategy and copywriting, digital design, and creative collaborations. Work is conducted directly with clients on specific project engagements.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
&Larry product offering
Product offeringCore offering
&Larry is a Singapore-based boutique creative agency that delivers integrated brand strategy and design services for organizations, including brand analysis, strategy and story development, identity design, brand experience design, spatial planning and environmental design, art direction and graphic design, content strategy and copywriting, and digital design. The agency applies its proprietary SOUL PURPOSE® framework and SOUL SEARCH™ methodology to produce brand transformations, refreshes, and repositioning for government, enterprise, and education clients across sectors such as fintech, retail, F&B, paints and coatings, deathcare, and education.
Product overview
&Larry is a Singapore-based branding agency founded in 2005, operating as a single unified service offering rather than a software platform. Their core offering centers on the Soul Purpose® methodology—a proprietary seven-dimensional branding framework—and the SOUL SEARCH™ four-stage creative process (Discover, Define, Design, Evolve). The agency delivers integrated services including Brand Analysis, Strategy & Story, Brand Identity Design, Brand Experience Design, Spatial Planning & Design, Art Direction & Graphic Design, Content Strategy & Copywriting, Digital Design, and Creative Partnerships. Beyond client services, &Larry operates the XX&L Exhibition & Store showcasing their retrospective works and branded merchandise.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Analysis, Strategy & Story Comprehensive brand assessment, governance, and development services covering brand story development, strategic positioning, and brand analysis for organizations seeking to define or redefine their market presence.
- Brand Identity Design Visual identity creation including logo design, brandmark development, and comprehensive brand system design for enterprise, government, and education clients.
- Brand Experience Design Holistic brand experience development spanning physical and digital touchpoints to create meaningful customer connections for organizations across sectors.
- Spatial Planning & Design Physical space branding and environmental design services for retail environments, corporate headquarters, and public spaces, including lobby, foyer, atrium, and conference room installations.
- Art Direction & Graphic Design Creative art direction and graphic design services for brand touchpoints and marketing materials across physical and digital channels.
- Content Strategy & Copywriting Strategic content development and copywriting services to communicate brand messages effectively across channels, including social media and brand storytelling.
- Digital Design Digital interface design including website design, UI/UX design, mobile app design, and digital brand applications for clients across sectors.
- Creative Partnerships Collaborative creative partnerships and creative consulting services for brand development, including research, audits, and cross-disciplinary creative collaborations.
Quantifiable outcome
- Tong Heng achieved 16x Instagram follower growth since 2018
- +6 more outcomes
Companies that use &Larry
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles3 records
&Larry technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
&Larry partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered supporting.
- Make StudiossupportingProgramming, software development and video editing partner for interactive installations and digital experiences, notably for GIC Singapore's real-time data installations.
- Design SojournsupportingResearch partner for brand audits and customer research projects, including work for Sir Manasseh Meyer International School and Everbest footwear brand transformation.
- LAANKsupportingInterior architect collaboration for Bynd Artisan flagship store design, combining brand strategy with spatial experience design.
- BrandsBridgesupportingStore interior design partner for Everbest flagship store at Pondok Indah Mall, Jakarta, implementing new brand guidelines in retail environment.
- A&C AteliersupportingWebsite development partner for Sir Manasseh Meyer International School project.
- The MomentumsupportingVideography partner for Dulux Asia Pacific branded content series featuring architect and designer profiles.
- T-EightsupportingPhotography partner for Dulux Asia Pacific brand work.
- The ArtlingsupportingArt consultant for Monetary Authority of Singapore spatial branding project, assisting with artwork curation and commissioning.
- Light CollabsupportingLighting consultant for MAS headquarters spatial branding project, ensuring proper illumination for installations and artworks.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
&Larry competitors and assessment
Company assessmentDirect peers
- Foreign Policy: Singapore-based multidisciplinary brand and graphic design studio founded in 2009. Operates at a similar boutique scale with comparable brand identity, editorial, and spatial design capabilities, serving regional and international clients from a Singapore base.
- Moving Brands: Independent brand and experience design consultancy with offices in London, New York, Zurich, and San Francisco. Delivers brand strategy, identity, and experience design (including spatial and digital) for enterprise clients, closely mirroring &Larry's full-stack brand offering at greater scale.
Broad incumbents
- Pentagram: Global independently-owned design studio with a partner-led, project-based model across branding, identity, and spatial design. Comparable methodology-led, owner-operated structure, but at vastly larger scale with offices across multiple continents.
- Wolff Olins: Global brand strategy and design consultancy offering brand identity, naming, and experience design. Overlaps directly with &Larry's brand strategy + identity + spatial offerings but operates at much larger scale with offices worldwide.
- Landor & Fitch: Global branding consultancy within WPP providing brand strategy, identity, and experience design. Directly comparable in service mix (brand strategy + identity + spatial/experiential) but operates at significantly larger scale with global offices and enterprise client base.
- Interbrand: Global brand consultancy offering brand strategy, naming, identity design, and brand valuation. Highly comparable on strategy and identity dimensions, with established methodology frameworks analogous to &Larry's SOUL PURPOSE®/SOUL SEARCH™ approaches.
- Ogilvy: Global advertising, marketing, and brand experience network with deep SEA presence including Singapore. Offers brand strategy, identity, and spatial/experiential capabilities as part of a much broader portfolio including advertising, PR, and consulting.
- Superunion: WPP-owned global brand and design consultancy delivering brand strategy, identity, and experience design. Comparable service mix to &Larry but operating at enterprise scale across multiple geographies including Asia-Pacific.
Emerging players
- Mucca: Independent design and branding studio delivering brand identity, packaging, and digital design. Comparable boutique scale and methodology-led approach but based in Milan, serving primarily European clients.
Regional players
- Cogent (Singapore): Singapore-headquartered branding and design consultancy serving Singapore and Southeast Asian enterprise clients. Direct regional peer in terms of geographic focus, boutique scale, and brand strategy + identity offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
&Larry social profiles
Digital presence&Larry financial estimates
Financial estimateRevenue estimate
Valuation estimate
&Larry leadership team
Management profileNumber of profiles
Profiles3 records
&Larry funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
&Larry M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about &Larry
What does &Larry do?
&Larry is a Singapore-based boutique creative agency that delivers integrated brand strategy and design services for organizations, including brand analysis, strategy and story development, identity design, brand experience design, spatial planning and environmental design, art direction and graphic design, content strategy and copywriting, and digital design. The agency applies its proprietary SOUL PURPOSE® framework and SOUL SEARCH™ methodology to produce brand transformations, refreshes, and repositioning for government, enterprise, and education clients across sectors such as fintech, retail, F&B, paints and coatings, deathcare, and education.
Is &Larry a public or private company?
&Larry is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was &Larry founded?
&Larry was founded in 2005. It employs 1 to 10 people.
Where is &Larry based?
&Larry is headquartered in Singapore, Singapore, in the Asia region.
How does &Larry make money?
One revenue line is on record: brand Strategy & Consulting Services.
Who are &Larry's main competitors?
Direct peers on record are Foreign Policy and Moving Brands. Broad incumbents are Pentagram, Wolff Olins, Landor & Fitch, Interbrand, Ogilvy and Superunion. Mucca is listed as an emerging player. Cogent (Singapore) is listed as a regional player.
Does &Larry have an API?
No public API is recorded for &Larry.
What industry is &Larry in?
&Larry's product category is Brand Strategy & Design Services. Its primary akta.pro industry code is MPAAAAAD, Digital Creative & Experience Design Agencies (Web/App/UX), with a secondary code of BPAHAKAL, Exhibition, Retail & Experiential Design. Its NAICS code is 541810 and its SIC code is 7311.