# Strategic and digital design consultancy · Zorraquino > We connect business, design and technology: research, strategy, brand, communication, experience, development and marketing. URL: https://www.zorraquino.com/en/approach Strategic and digital design consultancy # We design new ways to compete We connect business, design and technology, from the first decisions through to launch and evolution. Consumer Trends ## Looking beyond the next project In Consumer Trends we analyse social and consumer change to open up questions about brands, products and services. A view that connects context with the decisions organisations make. ![Consumer Trends 2026](https://www.zorraquino.com/img/informes/consumer-trends-2026.jpg) [Explore Consumer Trends](https://www.zorraquino.com/en/trends/consumer-trends-2026)[View Research](https://www.zorraquino.com/en/approach/research) How we work ## Four shifts When design, technology and business live together. - From delivering to operatingLaunch is not the end: it is where what matters begins. - From sketch to codeThe idea and its making move at the same pace. - From phases to one teamOne team, from the first question to the last metric. - From the screen to the businessEverything starts with what must happen in the business. Services ## Different capabilities. A shared direction We research change, define opportunities and turn them into brands, products, services and digital systems. ![Speaker in front of a projected world map, next to a large Z, facing the audience](https://www.zorraquino.com/img/sesiones/prospectiva.jpg) 01 ### Research Understand change. Spot opportunities Through foresight and strategic design, we help organisations navigate the present and master the future. - Research with people - Market and competition - Trends - Foresight [View Research](https://www.zorraquino.com/en/approach/research) ![Phone on a concrete block with the EITB app open on «Continue watching»](https://cdn.sanity.io/images/0w1142l8/production/f3bfe8ce8aa7304aa2c499fac5321ffc03d2cbf8-1440x810.jpg/phone-on-a-concrete-block-with-the-eitb-app-open-on-continue-watching.jpg?w=1600&fit=max&auto=format&q=85) 02 ### Strategy Define how to compete and grow We work with leadership teams on the decisions that define the business: where to compete, with which value proposition and with which model. We diagnose, prioritise and turn strategy into a roadmap with goals and indicators, so transformation is measured in results. - Value proposition - Business models - Digital strategy - Roadmap [View Strategy](https://www.zorraquino.com/en/approach/strategy) ![Square Whitehole sign, with the W and H inside a circle, on the dark front of a building](https://cdn.sanity.io/images/0w1142l8/production/3cef9f1374943a65c7c3ed574b72b13d8031b0b6-2560x1440.jpg/square-whitehole-sign-with-the-w-and-h-inside-a-circle-on-the-dark-front-of-a-bu.jpg?w=1600&fit=max&auto=format&q=85) 03 ### Brand Brands that express a relevant difference A brand is a business asset: it decides whether a customer chooses, recommends or comes back. We define its purpose, positioning and architecture, build its verbal and visual identity and manage it so it stays consistent in every channel, inside and outside the organisation. - Positioning - Architecture - Verbal identity - Visual identity [View Brand](https://www.zorraquino.com/en/approach/brand) ![Anchovy and tuna tapas on white plates and a hand picking one up](https://cdn.sanity.io/images/0w1142l8/production/f1c60bb403cafcf5b488488690611474e701c069-3600x2025.jpg/anchovy-and-tuna-tapas-on-white-plates-and-a-hand-picking-one-up.jpg?w=1600&fit=max&auto=format&q=85) 04 ### Communication Give direction to what a brand says We define what each organisation needs to say, to whom and where, and turn it into campaigns, content and conversations that build reputation and generate demand. We plan, produce and measure, so every piece serves a business goal. - Communication strategy - Campaigns - Content - Social media [View Communication](https://www.zorraquino.com/en/approach/content) ![Mobile screens of the Guggenheim Bilbao website with the Basquiat exhibition and a portrait of the artist](https://cdn.sanity.io/images/0w1142l8/production/a01f4b136c9fb5ebf1cb87cc986215d51a54cbb5-2560x1440.jpg/mobile-screens-of-the-guggenheim-bilbao-website-with-the-basquiat-exhibition-and.jpg?w=1600&fit=max&auto=format&q=85) 05 ### Experience Design products and services that work We design the whole customer experience, digital and physical, so choosing, buying and coming back is easy. We research, prototype and validate before building, and every design decision serves a business goal: more conversion, more loyalty and lower cost to serve. - Customer experience - Service design - Digital product and UX/UI - Design systems [View Experience](https://www.zorraquino.com/en/approach/experience) ![Tablets and a phone with the Tiko Energy website on an orange background: headlines, colour circles and team photos](https://cdn.sanity.io/images/0w1142l8/production/ee8779e963873706ff77ee9a1fc2bdfda47b5ad3-2560x1440.jpg/tablets-and-a-phone-with-the-tiko-energy-website-on-an-orange-background-headlin.jpg?w=1600&fit=max&auto=format&q=85) 06 ### Technology From design to a working product We build the technology that supports the business: secure, scalable architectures integrated with each organisation's systems. From prototype to live product, we develop, deploy and evolve websites, platforms and apps with the same rigour they are designed with. - Web development - Apps - Ecommerce - Integrations - Evolution [View Technology](https://www.zorraquino.com/en/approach/technology) 07 ### Marketing Reach and grow We connect the brand with demand: so whoever is looking finds it, chooses it and comes back. We plan acquisition across search, AI assistants and media, look after the relationship with each customer and measure return on investment to decide where to grow. - SEO - AI search - Campaigns - CRM - Analytics and conversion [View Marketing](https://www.zorraquino.com/en/approach/marketing) Team ## The challenge defines the combination Our areas are neither silos nor mandatory phases. They connect according to what each organisation needs to move forward. ### A new stage for brand and business When an organisation changes, we connect value proposition, positioning and identity to express its new direction and carry it through to every touchpoint. [Strategy](https://www.zorraquino.com/en/approach/strategy) · [Brand](https://www.zorraquino.com/en/approach/brand) · [Communication](https://www.zorraquino.com/en/approach/content) ### New digital products and services We connect research, definition, design and technology to test an opportunity and decide how to put it into practice. [Research](https://www.zorraquino.com/en/approach/research) · [Experience](https://www.zorraquino.com/en/approach/experience) · [Technology](https://www.zorraquino.com/en/approach/technology) ### Continuous evolution of brand and digital experience We give continuity to decisions and organise improvements to brand, content, product and technology with agreed priorities and reviews. [Brand](https://www.zorraquino.com/en/approach/brand) · [Experience](https://www.zorraquino.com/en/approach/experience) · [Technology](https://www.zorraquino.com/en/approach/technology) Team ## Judgement to decide. Continuity to make it happen Every project needs clear direction, specialists in the decisions that matter and continuity between what is agreed and what is delivered. ### Accountable leadership We define who leads the project, who takes part in each decision and how progress is reviewed with your team. ### Connected disciplines Research, strategy, design and technology share goals and criteria. The work is also coordinated with the client's own teams and suppliers. ### Agreed continuity We can start with a diagnosis, deliver a specific project or support its ongoing evolution. Scope, priorities and responsibilities are agreed from the outset. [Meet the team](#equipo) Team leaders 01 / 11 ![Portrait of Miguel Zorraquino](https://cdn.sanity.io/images/0w1142l8/production/607f38178b85ab7e2ab69e75672ebc3b8e7bd764-1051x1314.jpg/portrait-of-miguel-zorraquino.jpg?w=1600&fit=max&auto=format&q=85) Miguel Zorraquino Head of Strategy & Business Design ![Portrait of Iratxe Umaran](https://cdn.sanity.io/images/0w1142l8/production/20283c44252753141509a57805ae522599bac3c3-1051x1314.jpg/portrait-of-iratxe-umaran.jpg?w=1600&fit=max&auto=format&q=85) Iratxe Umaran Operations & Project Management ![Portrait of Iñaki Lekue](https://cdn.sanity.io/images/0w1142l8/production/729c2fb80e059676348ef90d2c728678ae4ee64d-729x911.jpg/portrait-of-inaki-lekue.jpg?w=1600&fit=max&auto=format&q=85) Iñaki Lekue Head of Research & Innovation ![Portrait of Jon Barragán](https://cdn.sanity.io/images/0w1142l8/production/8b3a2d11cdc6849b1259281422b4ba7cc119e040-774x967.jpg/portrait-of-jon-barragan.jpg?w=1600&fit=max&auto=format&q=85) Jon Barragán Head of Technology & Development ![Portrait of Erlantz Aristegi](https://cdn.sanity.io/images/0w1142l8/production/e1d2a9cf506208de64020dd7b65860132a01bcfc-886x1106.jpg/portrait-of-erlantz-aristegi.jpg?w=1600&fit=max&auto=format&q=85) Erlantz Aristegi Head of Product Development ![Portrait of Aida de Lucio](https://cdn.sanity.io/images/0w1142l8/production/96bc0711aba47f92ede75b35596b65d350668d21-1051x1313.jpg/portrait-of-aida-de-lucio.jpg?w=1600&fit=max&auto=format&q=85) Aida de Lucio Head of Communication ![Portrait of Yeray Sagrana](https://cdn.sanity.io/images/0w1142l8/production/fedc54ffc887244f99bec9731fbc2184b9e97c08-1047x1308.jpg/portrait-of-yeray-sagrana.jpg?w=1600&fit=max&auto=format&q=85) Yeray Sagrana Design ![Portrait of Garazi Martínez](https://cdn.sanity.io/images/0w1142l8/production/04359166fdbbe29ec446bf9b294e8426407ca8b6-1051x1314.jpg/portrait-of-garazi-martinez.jpg?w=1600&fit=max&auto=format&q=85) Garazi Martínez Communication ![Portrait of Irantxu Gil](https://cdn.sanity.io/images/0w1142l8/production/5e4cb8f70211513fa8c49875f9ad6bc78f190cdf-971x1213.jpg/portrait-of-irantxu-gil.jpg?w=1600&fit=max&auto=format&q=85) Irantxu Gil Administration ![Portrait of Naroa Luquin](https://cdn.sanity.io/images/0w1142l8/production/645a31b9af2bc52b47bce456dc6668557900ff8f-1051x1313.jpg/portrait-of-naroa-luquin.jpg?w=1600&fit=max&auto=format&q=85) Naroa Luquin Account & Project Management ![Portrait of Amaia Crespo](https://cdn.sanity.io/images/0w1142l8/production/8f6815c3df72f34fb5a39003699fd481cc7ebebc-1051x1314.jpg/portrait-of-amaia-crespo.jpg?w=1600&fit=max&auto=format&q=85) Amaia Crespo Development Contact ## What needs to move forward in your organisation? Tell us about the context, the decision ahead of you or the project you want to get off the ground. Together we will define where to start. [Let's talk about your challenge](https://www.zorraquino.com/en/contact)[Request a quote](https://www.zorraquino.com/en/contact) Strategic and digital design since 2002