Toko Case

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Design by Toko is a small-scale graphic design studio which is located in Sydney established in 2001. They are a quiet new studio comparing with other big advertising agencies. Eva Dijkstra (1974) and Michael Lugmayr (1970) are founders and creative directors of Design by Toko. Before they relocated to Sydney in 2007, they lived and worked in other cities in The Netherlands and United States. Currently they are working for both local and international, corporate and cultural clients.

They browses the scope extremely broadly including identity design, brand strategy, publishing design, signage, event and campaign design, digital design and design consult. Recently they started the Print Gallery which is a online shop by Toko designing …show more content…

It is a good marketing strategy for now since their small-scale. Moreover, working for city council like City of Sydney brings them a lot of new business as well. People in the city can see their design everywhere on the street, which can increase their popularity and recognition.

Corporate social responsibility (CSR) is the other approach of their marketing. For example, they designed a poster recently about the Centennial Park trees cutting to make way for Sydney's tram project. It has some advantages. Firstly, it gave a opportunity in which recognition would be improved in the people who pay attention to the incident. Moreover, for now, they just a small studio, CSR will not influence them a lot. But if they want to enlarge the studio scale, CSR can build a good image to the public and increase popularity.

They put all of the pictures of portfolio with a clear introduction both on official website and social network, and they also took a small video for the process of printing physical book. It is a good way to show the potential clients how they …show more content…

Joost (respectively 1999 and 1997) in Breda, The Netherlands. They are the designer, creative director, art director, typographer, finished artist of Design by Toko. The official website do not show the information about the other contributors in the studio, but they probably share the task equally.

Dijkstra was a project manager before she realised that she wanted to be a graphic designer. She said that her inspiration mainly came from art and she would like to blend art into her design, that is the reason why her design are minimalist, contemporary and distinctive. Otto Piene, Ludwig Mies van de Rohe, Elon Musk inspired Lugmayr a lot. He has his own philosophy and notional process following a considered manners in which ‘critical thought, experimentation, and potential collaborations are key’.

They recruit full-time designer semi-annually on Facebook and twitter. A lack of designers and excessive works probably have became big problems, so they are planning to enlarge the scale of studio. They require a strong skilled ability and interviewee cannot attempt their requirements, which could be the other reason why they recruit frequently. Moreover, they would like to recruit graduated students, so they pay more attention to capability instead of work

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