or imd


City of Toronto Employment & Social Services 2022


UHT-SMH Neurovascular Unit 2022


LifeWorks-16 York 2022


UHT-SMH The Schroeder Brain & Heart Centre 2021


UHT-SMH BARLO MS Centre 2021


Recognition Programs 2007-2020


Wayfinding Masterplanning 2007-2020


Lunar New Year Card 2022


Lunar New Year Card 2023


Branding & Promotion 2007-2020


Story of City Man 1993



What El's Idea, also known as What El’s Creative, was founded by Elsa Sau-Wai Yuen in 1998, more than 25 years in Toronto. Elsa devoted to provide integrated design methodology through strategic wayfinding masterplanning, all-around design services and precise contract management in order to build effective and efficient visual communications through all media in the built environment.


Elsa graduated with a Bachelor Degree of Arts in Visual Communications - Illustration Design at Swire School of Design of Hong Kong Polytechnic University in 1993 with one distinction and two scholarship awards. She moved to Canada in 1997 and continued her design profession in Toronto since then. Elsa has been the professional member of R.G.D. the Association of Registered Graphic Designers since 2006 and SEGD the Society for Experiential Graphic Designs since 2007. She was also the professional member and executive director of CCAMMA the Chinese Canadian Advertising Marketing & Media Association from 2008 to 2012. Linkedin and Youtube


Elsa's motto: there is no magic but the choice - work hard + mentors + opportunities, learn from a lot of lessons and move on with wisdom.

Elsa Sau-Wai Yuen

Sole Proprietor, Design Director & Founder

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

PROJECTS: Healthcare, Institution and Municipal Facilities and Public Service Centres.

Projects collaboration with DIFFERENT clients, architects, engineers, general contractors, fabricators and installers.


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What El's Idea | What El's Creative | Elsa Sau-Wai Yuen | 416.712.7222 | elsayuen@whatels.ca | 26 Joanith Drive, East York, Ontario M4B 1S7.

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