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Jaz Zubiaurre

Creative Pills Gipuzkoa 2015



Jaz-Zubiaurre. The design, manufacture and marketing of cleaning tools for metal surfaces. 
Eibar (Gipuzkoa)


Jaz-Zubiaurre is a leading company in the field of metal surface cleaning. Given that it is a mature industry, the company needs to be different and innovate and so since 1999 it has been launching innovative processes aimed at creating new products and procedures. The Creative Pill focused on finding new, previously undetected business opportunities based on the company’s technology and know-how.



ONYON Huerto Creativo creates detailed architecture and specialises in optimising and providing added value to the spaces it designs. Its members, Hugo Prades and Ion Zubiaurre, have over 18 years of local and international experience in various architectural disciplines.



Onyon’s proposal was to create a dynamic, open environment so that the team could set aside its prejudices to enable new thoughts based on a deep knowledge of its product. It is up to Onyon to encourage the group using a creative methodology aimed at new boundaries and it was responsibility was not to find a solution or define a direction of work.

Onyon works with methodologies promoting the generation of ideas and the production of creative process alternatives, thus helping to break down conventionally established stereotypes and models and promoting creative freedom without the abortive filter of reason.



The first session focused on “expanding JAZ’s known world” by looking at other sectors that were as far removed as possible from its daily experiences in order to be able to view its activity from a different angle. A study was therefore proposed into personal tastes, hobbies and motivations, as well as selecting other strategic sectors that were of interest. Various techniques were used, such as mental diagrams, brainstorming or connecting ideas.

The goal in the second session was to create a perception of added value of the basic material used by the company, wire, as well as the ways in which this material is handled. Objects made of wire were studied and a workshop was held to work the wire manually.

The third session helped the team get to know and share the experiences of another company, IMAR, which at a certain point in its history successfully changed its manufacturing activity, switching from selling perforated sheet trays to having a internationally recognised division for advising on and manufacturing metal façades.

The final session focused on investigating the way that JAZ’s product and brand are communicated, visually comparing different brush and tool brands.



The various sessions led to the creation of a catalogue of development ideas that JAZ can implement in a relatively near future.




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