Toby Ng Design — Distilling ideas to their essence, for compelling design solutions.

Toby Ng Design was founded in 2014 by Toby Ng with an ethos of distilling ideas to their essence to create compelling design solutions. Known for rigorously tackling design challenges with wit and aesthetically meaningful communication, Ng leads his team to devise brand identity programmes that solve and endure.

Toby Ng Design interviewed by Red Dot

Red Dot: What makes your work unique?
Toby Ng Design: I work with my team to create design solutions that solve – with contextual sensitivity, intelligence, and wit.

What intention do you pursue with your award-winning work?
Same as with all my design projects: design excellence that generates impact.

Please describe the concept of creativity against the background of your award-winning work.
Well-reputed for manufacturing reliable construction materials, Hong Kong-based Optimix is one of the biggest players in the dry mortar industry of the Pearl River Delta region in Southern China. We created for Optimix a printed brochure that introduces the values and operations of the company alongside an extensive catalogue of its product ranges. Leading the creative direction, we also oversaw the content creation of this project, including original photography and both the written English and Chinese copy. The brochure design was crafted with the very construction materials manufactured by this company, substantiating its values with its very substance.