Joe Thoong (legally Joseph’s) is a graphic designer focused on visual identities, typography, animation and websites. Currently an Intermediate Designer at Becoming Design Office.

Design Victoria
Identity, Type Design, Website
Creative Director – Ross Chandler
Intermediate Design – Zyre Moss-Hoskins
Photography – Mackenzie Duncan

2025 RGD Branding Award Winner
Design Victoria is a four-day festival celebrating the City of Victoria and Vancouver Island’s vibrant design community. Our team developed a custom typeface and a variable logo system built from simple geometric blocks — a visual language that unifies diverse design disciplines. These blocks are carried through as a signature motif across the brand.
RUDI
Identity, Website, Illustration
Creative Director – Ross Chandler
Intermediate Design – Zyre Moss-Hoskins
Strategy & Naming – Aleya Samji
Interior Design – Bidgood
Photography – Mackenzie Duncan
Our studio developed the brand story and visual identity for RUDI, a restaurant in Victoria. The restaraunt concept explores themes of identity, memory, food, and home. Inspired by the chef’s family history, we drew from photographs and memorabilia, incorporating visual motifs reminiscent of early air travel and train tickets. The illustration style is intentionally loose and spontaneous, like something a line cook might sketch during service.

RUDI tells the story of setting off to discover yourself, only to realize you’ve arrived home.
Parkway
Identity, Website, Packaging
Creative Director – Ross Chandler
Intermediate Design – Zyre Moss-Hoskins
Developer – Voltage New Media
Parkway is a beverage company based in Alberta, Canada. For the identity we were inspired by what you might find in an old gas station or antique stores while driving across the Canadian prairies.

‍The logotype was designed to feel worn-in, as if the letterforms were slowly fading into a t-shirt or bleeding into a coaster. The drop shape hidden in the counter of the “A” became the brand’s mark, serving as a unifying element across packaging and collateral. To communicate health benefits without overpowering the design, we introduced stamp-like graphics as a functional yet unobtrusive layer within the system..
PIPPS
Identity, Website, Animation
Creative Director – Ross Chandler
Intermediate Design – Zyre Moss-Hoskins
Developer – Hey Nova
The Pacific Institute on Pathogens, Pandemics and Society (PIPPS) is a new interdisciplinary research institute dedicated to strengthening British Columbia’s ability to prevent, prepare for, and respond to major infectious disease events.

Our studio collaborated closely with the institute’s directors to create a brand identity that communicates across the province in a way that feels engaging yet trustworthy. The logo is built from sixteen circling squares, a flexible system in which elements can be removed or rearranged to convey different messages. This adaptable mark can represent community, research or pathogens. Reflecting the dynamic nature of the institute’s work.

Info

Joe was born at St. Joseph’s Hospital in Comox, Canada. That same day, his first-generation Canadian parents accidentally added an apostrophe “S” to his legal name. What was originally an ESL accident brings story and character to an otherwise mundane and uninteresting biblical name. (Also makes a great icebreaker.)

Joe's passionate about finding thoughtful and simple solutions to complex problems. His work is culturally informed, strategic and concept-drive. Creating solutions with distinction, familiarity and character.

Experience

Designer at Becoming Design Office
05/2021– present

Freelance Designer

05/2018 –present

Designer at Navigator Student Press
09/2018–05/2021

Intern at Becoming Design Office
05/2019–09/2019

Select Clients

Attractions Victoria
BCFerries
BC Parks
BCcampus
BC Investment
Canadian Mental Health Association
Design Victoria
Hoyne Brewing Co
Infrastructure BC
Modo Carshare
Simon Fraser University
Tourism Nanaimo
University of British Columbia
4VI Group

Recognition

2025, RGD Branding Awards

Design Victoria, Integrated Branding Program

2023, RGD Branding Awards

PIPPS, Integrated Branding Program

2020, RGD Social Good Awards
Mentell

2020, RGD Student Awards

Shirt + Pant, Honourable Mention

2019, RGD Student Awards

Tremor