Purpose This article proposes a conceptual basis upon which to address strategic design as business intellectual capital. Design/methodology/approach A literature review was carried out on the subjects of strategic design and intellectual capital. Findings A conceptual basis is derived from the theoretical proposal that strategic design is an intangible, critical factor, which favors organizational competitiveness, when it impacts the betterment of organizational and intellectual capital processes. Practical implications On the level of business practice, this article submits a broadened view of design, which may be applied to organizational strategic processes and which transcends its emphasis in the production of goods or services. Originality/value In previous literature, strategic design has not been addressed as intellectual capital, which supports the resolution of strategic problems.