About

HIRUKI is a London-based design house specialised in concept-driven design, art direction & identity systems. Our name is derived from the Basque word for triangle, a symbol that represents how a small collaborative group of makers can create exceptional work on a global scale.

A lot of brands and companies today are ruled only by data, charts, and metrics, but many of them lack soul, a story to tell, and a higher purpose. We shape brands beyond the rational into the emotional, making the unmeasurable meaningful.

We bring expertise and global experience to projects of all scales, delivering concept-driven work crafted with depth, sensibility and obsessive attention to detail.

Through a collaborative approach, we assemble bespoke teams from a global network of top creatives, ensuring that each project is supported by the right talent across our three main verticals: stories, systems and operations.

HIRUKI was founded in 2025 by Julen Saenz, a London-based Basque designer and creative director with 15 years of international experience building concept-driven brand identity systems.

Before founding HIRUKI, he collaborated with leading global studios and in-house teams, including Google Creative Lab, Apple Marcom Design, Collins, Forth+Back, U.N.N.A.M.E.D, Further, and R/GA, contributing to the creation of identity systems for brands such as Apple, Nike, Bose, Google, Twitch, British Airways, and IKEA among others.

Julen has also led projects directly for clients across fashion, art, culture, food, and hospitality, creating identity systems and rebrands for MycoWorks, Adolfo Domínguez, Sugaar Restaurant, Arima Atelier, Pol Studio, and Cayón Gallery.