Julen Saenz founded HIRUKI, a design studio that prioritizes emotional connection in branding over traditional metrics and efficiency. With a background at major companies like Apple, Google Creative Lab, and R/GA, Saenz aims to create a space where design is treated as an art form rather than merely a service. HIRUKI operates with small, agile teams focused on deep exploration of brand feelings, starting from the emotional impact rather than just the visual elements. Saenz emphasizes the importance of context in design, citing Joshua Bell's subway performance as an example of how environment influences perception. HIRUKI’s approach involves shaping the context around a brand to enhance its emotional and conceptual qualities. The studio's name reflects a collaborative philosophy, inspired by the Basque word for triangle, symbolizing meaningful teamwork. HIRUKI uses a horizontal structure that encourages collaboration among specialists, allowing for diverse voices in the creative process. Rather than adhering to a rigid structure, HIRUKI assembles teams based on project needs, allowing for flexibility and fresh creativity. Saenz is selective about projects, ensuring they have the time and attention necessary for depth and quality. The studio aims to attract clients from art, fashion, culture, technology, and sports—fields where creativity is central. Saenz's goal is to create work that evokes surprise and depth, fostering a deeper appreciation for creativity.