WHY DESIGN LTD is a Macau based design practice that develops works of brand identity, editorial, websites, advertising, events and spatial, for local and international clients. The studio was founded in 2005 by Filipa Simões to explore the creative potential of Macau and create projects
with a contemporary design. We are an integrated design practice developing projects with a global vision, original approach and a deep concern with concept.
Filipa Simões is a designer based in Macau since 2004, the city in which she grew up and where she returned after graduating in Communication Design from the Faculty of Fine Arts, University of Lisbon.
Fascinated with cities, food, books and all things graphic, Filipa develops her creative work across different platforms as a graphic artist, creative director and teacher, always striving to explore the communication design potential of each project.
She is the creative director and founder of WHYDESIGN LTD, a visiting professor at the University of Saint Joseph and the director of PONTE 9 Creative Platform.
Her works have won several awards and have been published and exhibited internationally at Experimentadesign, Salone Satellite, the Venice Architecture Biennale, and HKSZ Biennale.