Studio / Hong Kong
Understanding people.
Building products. Running brands.
neutraltools is an industrial and product design studio led by Ti el Attar. We help startups and established brands connect a deeper understanding of their customers with design, engineering and production.
Ti el Attar
Ti has worked in senior design roles for leading international brands, both in-house and through renowned design consultancies. His experience connects a deep understanding of customers with product design, digital interfaces and the practical work of bringing products to market.
Based in Hong Kong, the studio works with startups and renowned international brands—from the initial brief and consumer research to product development and production.
Research in the real world
As a Human Centered Research Specialist at d.light, Ti led qualitative field research in Nigeria, Kenya and Tanzania, exploring needs and testing product ideas in everyday life.
During his work at Continuum, he contributed to research, product and interface design for Hamilton Medical, including intensive-care research in Germany, the United States and Italy. His Samsung washing-machine work was also undertaken at Continuum.
In an in-house role at Nokia, he contributed to the strategic Future Urban study, conducting fieldwork in Ghana as part of research across several continents.
Responsibility beyond design
Ti has built companies from the ground up and developed startups into successful product brands. As an entrepreneur, he understands what it takes to turn an idea into a business—from finding a market and developing the product to managing production and building a brand. He brings that first-hand experience to every collaboration.
Experience & project credits
The portfolio brings together direct neutraltools projects and selected work from Ti’s earlier agency and in-house roles. Historical work is credited to the relevant employer or agency; it is not presented as a commission to neutraltools.