• + Follow
  • hale surmeli

    industrial designer / design manager

    istanbul, Turkey

*Accomplished 11 years in Design Experience of which 5 years are in Design Management. *Passionate design thinker who has used design to reach specific strategic purposes linked to brand and innovation strategies and also to answer the demands of the context in which I have operated so far. *Co-creator of Trexta Brand (www.trexta.com ) which has proved itself as a trendsetter and inspiring one among its competitors. It is perceived as highest quality, best experience brand within end users. *Co-creator of BEON Brand (www.beoncase.com) which is a lifestyle brand that is appreciated for having a strong brand ID and comprehensive product line. *Appreciated solution provider for 45+ worldwide customers including Nokia, Blackberry, Leica, Google, Bose, Kodak, Canon, Amazon, Vertu to find ways to innovate and to find the right solution. *Recognized as an expert by both customers and manufacturers in implementing brand values into consistent product lines while taking manufacturability issues and end user expectations into account. *Respected hands on leader who inspires, empowers and encourages large and multidisciplinary teams from concept generation to finished product.

Work Samples

  • Leica DLux3 Camera Case

  • iphone rotating folio case

  • ipad rotating folio case

Work History

HEAD OF DESIGN 2012-…, Istanbul BEON • Leading, planning and reporting all new product development projects from brief preparation to mass production. • Preparing Product Roadmap and engaging all related teams around it. • Creating a comprehensive accessories line focused on flagship IOS and Android devices. Line including: cables, screen protectors, plastic cases, leather and non leather cases, computer bags, chargers, headphones. • Creating and developing packaging concepts. • Leading all published material projects including website, digital and printed marketing materials • Leading trade show projects from application to booth design, shipment, set up and tear down. • Being in direct contact with manufacturers and following up closely all stages of product development until shipment. Traveling to Far East every two months. DESIGN DEPARTMENT MANAGER / LEAD INDUSTRIAL DESIGNER 2010-2012, Istanbul TrextaTR (In addition to Senior Designer responsibilities) • Leading multinational team of 9 designers and 2 personnel from concept development to completion. • Defining and initiating strategic vision and goals of the design project. • Encouraging research efforts and fostering awareness of design and relevant market trends. • Generating an environment of sharing. (Observations, ideas, experience, discovery and knowledge.) • Leading and participating in team-based ideation sessions. • Supporting fellow staff members to accomplish technical and organizational challenges. • Engaging key stakeholders around concepts and design activities. • Managing 40+ projects per week and workload fluctuation while maintaining the balance of work schedule, team makeup and team’s concentration and enthusiasm. • Grooming new project leaders. • Travelling abroad 30+ times a year; working with manufacturers and meeting with customers SENIOR INDUSTRIAL DESIGNER 2008-2010, Istanbul TrextaTR • Setting up design teams and assigning project briefs in order to communicate all aspects of defined project is covered and understood within the team, roles and goals are clear. • Closely monitoring design and sample development process in order to make sure that outcome and overall workflow is fulfilling brief requirements and PD procedure respectively. • Working closely with novice designers in order to help them gain industry expertise. • Being in direct contact with customers’ management and design teams. • Taking roll on the establishment of Trexta Brand for defining brand attributes. • Working with Trexta Brand Management and Sales Teams and translating market input into design tasks and goals and communicating them within team through design briefs. INDUSTRIAL DESIGNER 2003-2008, Istanbul, San Diego TrextaTR, Trexta INC • Conceptualization of all kinds of carrying and protecting accessories for major players in consumer electronics industry such as Nokia, Blackberry, Motorola, Canon, Leica, Kodak, Dell, TomTom, Bose. • Visually communicating all aspects of design idea both with members of PD Team and business partners. • Working closely with production and engineering teams and transforming conceptual ideas into feasible-to-manufacture prototypes while considering cost restrictions. • Evaluating all related test results such as material and finished good tests, usability tests, as well as market feedback and revision requests, then take necessary actions to make improvements. • Making research of market, user expectations, relevant trends, production techniques and competition. • Supporting Global Sourcing Team to broaden material library. DESIGN CONSULTANT 2002-2004, Istanbul Freelance • Corporate ID design for Meridian Ice restaurant and bar. • Corporate ID design for AD Mimarlik architecture office. • House hold items design for Bun Design design company. • Corparate ID design for Ozen Tekstil textile manufacturer. • Exhibition stand design for Ozlem Suer fashion designer. • Necklace design as a Christmas gift for their readers for AD design magazine. Computer Literacy: Rhinoceros 3DS Max Alias AutoCad Photoshop Freehand MS Project


  • Istanbul Technical University

    • honour graduate industrial design
    • 1999 - 2003



YKK Design Award 2001: 3rd Prize “biker torch” Design Turkey Awards: Good Design Award “sketch up snap on cover”