design
excellence
A pioneering design strategy studio, transforming research and insights into bold, human-centred design solutions.
Whether you’re shaping a vision, competing for a major tender or design competition, or managing complex project delivery, we work alongside you at every phase to create design excellence.
Your on-call
design strategy
team
Why do the same big architecture practices constantly win the bigger and better projects? Their team and experience are factors, but they also have another major advantage: full time, dedicated Design Strategy and User Experience Design (UX) teams.
Toog exists to give architecture and design practices that competitive advantage.
Whether it’s a one off commission for a major competition or tender, or ongoing strategic support throughout the entire project lifecycle.
Toog gives you the capability to strategically elevate your game.
Strategic & Commercial
Benefits
Unlock pre-design services
The Toog Design Strategy team allows studios to enter projects during the ideation and briefing stage rather than waiting for a formal RFP for architectural services.
We offer services from project inception through to post occupancy.
Increase win rates & differentiate your studio
Clients are increasingly looking for partners who understand their operational, financial, and cultural drivers- not just building design.
Data-backed competitive strategy: The Toog team brings qualitative user research, quantitative data, academic and industry research to competition entries and interviews.
Positioning: The Toog Design Strategy approach shifts architectural practices from a commoditised service provider to a strategic advisor.
De-risk design decisions
When design is grounded in rigorous strategy, the design team spends less time chasing subjective design decisions or scope creep.
Design choices are defended using clear user research and client-aligned performance metrics.
Value engineering becomes easier because core project drivers are explicitly defined upfront.
Operational & Cultural
Benefits
Direct feedback loop between strategy & delivery
Many external strategy consultants often deliver thick PDF reports that get shelved once architects take over. The Toog design strategy team ensures:
Continuity: Toog strategists stay engaged throughout design development to audit spatial decisions against the initial vision.
Actionable Briefs: Toog strategists write functional briefs specifically tailored to how architects and sub-consultants work, preventing translation errors.
Broader client relationships & post-occupancy engagement
Traditionally, the architect's relationship ends at practical completion. Toog extends the client lifecycle:
Change Management: Helping occupants transition smoothly into newly designed spaces.
Post-Occupancy Evaluation (POE): Measuring how well the space performs 6 to 18 months later, providing valuable data to feed into future projects.
Seamless team integration
Toog has 20+ years of working in-house in architectural studios, and understands the delicate team dynamics, particularly in high-stress situations.
Team dynamics: Toog slots into existing teams as supporter and valuable resource - we do not seek to agitate or take centre stage.
Workflows: Toog will work with existing document style guides when required for seamless integration into final documentation.
