HIRUKI: A DESIGN HOUSE BETTING ON EMOTION IN AN ERA OF SYSTEMS AND SCALE

Summary from the TLDR Design newsletter

HIRUKI is a newly launched design house founded by designer Julen, drawing on his experience at studios and teams including R/GA, Collins, U.N.N.A.M.E.D., Google Creative Lab, and Apple Marcom Design, and positioning itself as a collective that treats brand design as something to be felt rather than optimised. Built around small, agile teams and a philosophy rooted in emotion, context, and craft, HIRUKI prioritizes depth over speed, collaborative authorship over rigid structures, and intentional growth over scale, aiming to create brand experiences that reveal meaning, coherence, and feeling over time.