Our new name

Written by: Sashya Thind

Its all in a name, or is it?

The tug of war between keeping our old name ID8 Design Studio and our new name Sashya Thind was an enormous undertaking that took some deep thinking and much work behind the scenes to bring to reality.

Why did I choose to name my firm Sashya Thind?

Its our 10th year in business, and that makes you look back and first give yourself a pat on the back. Shortly after, I began to think about what that has meant to me.

It also made me question if our ID8 brand was reflective of our size, specialty and personality. Did it still feel fresh and authentic?

So what changed in the last ten years?

When I first launched ID8, I was coming from a 5-7 person architecture firm. I took that model as something I would aspire to growing into as well and chose a name that would be scaleable, imagining that I might have a 10-15 person team someday.

I grew my team in my 5th year and soon realized what that really meant. There is more management and less design work happening. That led me to shrink back down and focus on design more.

The other reason for naming it ID8 was based on the ideology that we would offer a multidisciplinary service to our commercial clients similar to an Ideo. In my experience, the best way to achieve successful results is to bring in experts. People who do one thing vs many. This realization has been another key reason.

The most important reason has to do with my personal connection with my clients. I want to be the person they connect with most on their projects. As a client, I want them to know they are hiring me and my expertise. We do have a small team that is dedicated to the same point of view. My time and experience is focused on providing our clients with a hands on, boutique experience. The new name feels authentic and personal., a true reflection of our work.

Warm Minimalism

Warm Minimalism is our design ethos. It is not a look, but a point of view that holds true for any kind of architecture or aeshetic. It is simply a feeling we want our clients to experience in our ever chaotic world.

The next ten…

While others are growing and expanding, we have chosen to stay small and focused.

I hope that you will continue our journey with us, for the next 10 years.

Sashya