HIRUKI, founded by Julen Saenz, focuses on creating emotional connections in brand design, moving away from metrics-driven approaches. The studio prioritizes small, agile teams and collaborative processes, treating branding as an art form rather than a service. Their goal is to evoke intentional feelings and context in every project.

This article features an interview with Indgila Samad Ali from OpenAI, discussing the intersection of design and emotion. She reflects on her journey from Russia to the US, her influences, and how design for AI can remain human. Ali emphasizes the importance of emotional connection in design, even as technology evolves.