Designer, Entrepreneur & CEO of Erretres. The Strategic Design Company. Born in Madrid, Pablo Rubio Ordás left behind engineering to pursue a bold mission: to prove that design deserves a strategic seat at the highest table of business and innovation. In 2003, he founded Erretres. The Strategic Design Company, building it into one of Europe’s leading design consultancies. From Madrid to Tokyo, London to San Francisco, Pablo has collaborated with founders, executives, and investors to shape the next generation of global brands—bridging creativity and business through design-led strategy. His work has driven the growth of companies such as Playtomic, Seedtag, Returnly, Grenergy, Blue Banana, and Civitatis, and he has partnered with major organizations including Santander, BBVA, Repsol, McKinsey & Company, VISA, Canal+, and Camper. With over thirty international awards, a book published in Japan, and initiatives such as Nordic Bikes, Wayfndrs, and Erretres Open Lab, Pablo continues to champion design as a force for growth, transformation, and cultural impact. Expertise: Strategic design, brand systems, business growth, and innovation
Global Experience: Projects across Europe, the U.S., and Asia (Madrid, London, San Francisco, Tokyo)
Selected Clients: Santander, BBVA, Repsol, McKinsey & Company, VISA, Canal+, Camper
Notable Ventures: Co-founder of Nordic Bikes, Wayfndrs, and Erretres Open Lab
Publications: Digital Branding. How to Build Brands and Products for the Digital Economy (Japan, 2022)
Awards: 30+ international design recognitions
Mission: To elevate design to its rightful role—as strategy, culture, and the engine of future growth
