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Lead Image

Bundled with a bespoke pencil tucked into the spine, Ray Toh’s IdeaBook was designed to be used. The artist’s sketchbook encourages the reader to add her own drawings, turning the seed of an idea into a budding collaboration. 




Quantity Produced

Book: 1,000
Pencil: 2,000

Production Cost

Production Time

3 weeks

Dimensions (Width × Height × Depth)

144 mm × 185 mm × 16 mm
(5.67 in × 7.28 in × 0.63 in)

Page Count


Paper Stock

Cover: Kraft 674gsm
Body: Kraft 98gsm

Number of Colors




Perfect bound


Bauer Bodoni + Didot

This piece is available for purchase for S$32 (US$25.54) + Shipping

Ray Toh's IdeaBook
Ray Toh's IdeaBook
Ray Toh's IdeaBook
Ray Toh's IdeaBook
Ray Toh's IdeaBook
Ray Toh's IdeaBook
Ray Toh's IdeaBook
Ray Toh's IdeaBook
Ray Toh's IdeaBook ---

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Project Description

Ray Toh’s Idea Book champions its goal of spreading seeds of ideas. Reflecting upon the illustrator’s personal collection of pencil sketches made originally on a recycled kraft notebook, the Idea Book recreates the art of Ray’s works in its original state and form. The vertebrae of the book reveals a pencil as the reader is invited to breathe new life into the works in organic and keen collaboration.

Production Lesson(s)

During production, I worked very closely with both the printers in Singapore (book) and UK (pencils) to avoid miscommunication as it's something new for me. I've spent months looking for the right kind of pencil all over and have insisted on seeing the sample before ordering, as many of the products turn out different from what I see online. Then to working out the structure of the book, folding and binding is a little tricky. Luckily the printer is very patient and willing to experiment with my idea, after rounds of mockup we finally nailed it. ”

Post Author

Author Picture

Jessica Mullen

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

March 26, 2012


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FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End