City of Toronto Employment & Social Services 2022


SMH-Neurovascular Unit 2022


LifeWorks-16 York 2022


SMH-UHT The Schroeder Brain & Heart Centre 2021


SMH-UHT BARLO MS Centre 2021


Recognition Programs 2007-2020


Wayfinding Masterplanning 2007-2020


New Year Card 2022


Branding & Promotion 2007-2020


Story of City Man 1993



What El's Idea, also known as What El’s Creative, was founded by Elsa Yuen in Toronto in 1998. Elsa devoted to provide integrated design methodology through strategic masterplanning, all-around design services and precise project management in order to build effective and efficient visual communications through all media.

Elsa S.W. Yuen

Design Director & Founder, SEGD, R.G.D.

SERVICES: User Experience Study, Wayfinding Masterplanning, Compliance Design Development, Tender Documents, Budget Estimation, Contract Management, Onsite Supervision. 

PROJECTS: Hospitals & Health Centres, Municipal Facilities & Service Centres, Community Recreation Centres, Shelters, Institution Facilities.

Projects collaboration with end users, architects, engineers, interior designers, general contractors, fabricators and sub-trades.


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Protection against online fraud: Elsa Yuen, the business owner, didn't give permission to the third parties to display the company information which obtained from online data crawling, machine intelligence or outdated information compromised by the third parties. To verify contact information and business nature of What El's Creative and What El's Idea, please contact Elsa Yuen directly via the online form above or Linkedin. Elsa Yuen, has been running the sole proprietorship operation since 2007, serves as the wayfinding masterplanning design consultant for Government and Healthcare clients while projects partnership with architectural, engineering, construction design teams.    Be safe and smart.