We had the good fortune of connecting with Emberlynn (Renyin) Miao and we’ve shared our conversation below.

Hi Emberlynn (Renyin), can you walk us through the thought-process of starting your business?
Starting my own business was a journey born out of a passion for design, relentless curiosity, and a genuine desire to create meaningful impact. I’ve always believed in the transformative power of design and its ability to bring delight and elevate everyday experiences. For instance, have you ever noticed how a well-designed coffee mug feels just right in your hand, or how a thoughtfully laid-out grocery store makes your shopping trip smoother and more enjoyable? I’ve been told many times that “good design is invisible” but has the power to profoundly impact our lives in ways we often take for granted.

Growing up, I moved around a lot, and this nomadic lifestyle instilled in me a deep appreciation for human connection, learning, and active listening. Initially, I expressed myself through art, but I found it deeply personal. Discovering industrial design ignited a newfound passion that allowed me to combine creativity with problem-solving, focusing on understanding others’ experiences and needs. This background shaped my approach to design and branding, making me keenly aware of the importance of making others feel seen and valued.

Oura Design is my response to the need for innovative products that offer practical, user-friendly solutions while also looking beautiful and enhancing the living experience. I wanted to create a studio where creativity meets strategy, focusing on brand strategy, product design, and industrial design. The most successful products are those that tell a story and create an emotional connection with users. This realization led me to merge design with branding, ensuring our creations resonate on both a functional and emotional level. This holistic approach ensures we consider not just the end users but all stakeholders involved.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My professional journey has been shaped by a blend of determination, adaptability, and a passion for design. It certainly hasn’t been easy, but the challenges have been instrumental in my growth.

What sets me apart from others is my unique combination of extensive industry experience with design, storytelling, and business strategy. Despite my young age, I’ve had the privilege of working with industry leaders like Mattel-Fisher Price, Spin Master, and Nottingham Spirk. At Mattel-Fisher Price, I honed my skills in creating innovative, child-friendly, and playful products. My work with Spin Master on brands like Paw Patrol and their Moonbug License emphasized the power of branding in design. At Nottingham Spirk, I contributed to projects for clients such as NASA, EY, Hydros, and the award-winning product, Ditto, for Joann, which broadened my perspective in terms of designing for clients and prepared me for diverse business challenges.

These roles in both corporate and consulting settings gave me the confidence and knowledge to start Oura Design. Now, I’ve had the opportunity to design for personally fascinating industries. Currently, I am branding for an immigration firm to help start-up founders stay in the US, demystifying the often grueling and opaque immigration process. I’ve also collaborated with clients developing an AI-powered children’s toy and am also preparing a proposal for a public company launching a groundbreaking skincare product. These experiences drive my commitment to creating holistic solutions that resonate emotionally and meet practical needs.

Transitioning from having an employer to starting my own business was overwhelming. I had to navigate the complexities of running a business, from managing clients to handling finances. The uncertainty of deciding to double down on entrepreneurship rather than crunching out job applications was a significant risk. I relied on my resilience and a strong support network of my closest friends, my significant other, and mentors including unknowing ones such as Chris Do from TheFutur. One of the most crucial lessons was understanding the importance of sales and negotiation. My approach is to sell trust to your client. Clients just want reassurance that they’re in good hands. Communication is key.

What I am most proud of is my willingness to follow where my curiosity leads me. In 2024, landing full-time roles has become increasingly difficult for many, including my friends and senior designers who have had to settle for junior-level pay or contract positions. Observing this struggle, I identified an opportunity within the influx of short-term needs. Instead of working for companies in unstable, short-term positions, I decided to start my own LLC, allowing me to offer my expertise on a contract basis while building credibility, and maintaining control over my career.

The flexibility and autonomy of running my own business allow me to explore diverse interests fully. I wanted Oura Design to reflect my values of quality, innovation, and authenticity. By offering services in brand strategy, product design, and industrial design, we aim to create holistic solutions that consider not just the end users but all stakeholders involved.

What truly drives me are the stories behind the products and brands we work with. I am passionate about telling the stories and narratives of my users and clients. I firmly believe that successful products tell a story and create an emotional connection with users. If a client doesn’t have a brand story yet, I take that opportunity to sit down with them, delve into their product, and understand what drives them. At the end of the day, it’s the human connection and the shared journey that fulfill me. Creating designs that are not only visually appealing but also enrich lives around the world is my ultimate goal.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
People
Angela Clark | Professor
Chris Do | Mentor and Founder of TheFutur

Organizations
Design for America
Industrial Designers Society of America

Instagram: https://www.instagram.com/ouradesignllc/

Linkedin: https://www.linkedin.com/in/emberlynnmiao , https://www.linkedin.com/company/oura-design

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.