Recognization
2024 Red Dot: Nooie Baby Monitor
2023 IF: Nooie Robot Vacuum
2022 IDA Gold: Nooie Pro Cam
2022 IDA Bronze: Nooie Robot Vacuum
2022 CMF Design China: Nooie Pet Feeder
2022 Red Dot: Nooie Pro Cam
2021 Red Dot: Nooie Doorbell Cam
2020 CMF Design China: Nooie Doorbell Cam
2019 IDEA: Nooie 360 Cam
2019 European Design: Nooie 360 Cam
2017 IF: Instyler Styling Iron
2016 IF: ZEBOT Tubbot Vacuum
2014 Red Dot: HP Display ENVY 24
2013 IF: HP Spectre One AIO
2012 IDEA Silver: HP Omni 27 AIO
2008 Sound Innovation designboom: Reach in Air (shortlisted)
2006 IF: BenQ Mobile M580
2005 G-mark: BenQ Mobile M580
2004 Tsan Kuen Silver: Toast Messenger
2004 Lite-on Awards: Luckiness with u (excellent work)
Based in Los Angeles after a decade in San Francisco, Sasha is a design leader rooted in industrial design — with over a decade of hands-on practice before expanding into holistic brand experience, covering strategy, visual identity, and every customer touchpoint from unboxing to digital and marketing assets.
Her career spans global corporations like HP and BenQ, design consultancy LUNAR, and the world of startups. Sasha's poetic sensibility and rational design thinking shape how she makes complex technology feel intuitive and emotionally resonant — whether for a smart home product or an automotive brand.
As Co-Founder and Chief Design Officer at Nooie, she built and led a 10+ person cross-functional team — overseeing Industrial Design, CMF, UX/UI, Packaging, and Brand Visual Design. Together they created a unified design language and brand system from the ground up. As a design leader, she focuses on scalable design systems and team processes built on clarity and trust.
She believes good brands connect people, products, and values. Looking ahead, she is drawn to wellness, education, and sustainability — where design can shape how we live in the world.
Experience
2025 Co-founder, OwnKind Design Studio (Los Angeles)
2014–2024 Consultant, Sashapure Studio
2018–2023 Co-founder, Chief Design Officer, Nooie (San Francisco)
2017–2018 Creative Lead, Industrial Design, NIO USA (San Francisco)
2015 Creative Director, ZEBOT Home Tech (Los Angeles)
2012–2014
Senior Lecturer, Industrial Design, California College of the Arts (San Francisco)
Senior Industrial Designer, Hewlett Packard (Sunnyvale)
2007–2012 Senior Industrial Designer, LUNAR (San Francisco)
2004–2007 Industrial Designer, BenQ Siemens (Taipei)
Education
2005 Taiwan University of Science and Technology, Master of Industrial Design
2020 MIT Sloan School of Management - Innovation Leadership Bootcamp