Better business, by design.

Helping business transform and innovate better and faster.

Through listening and challenging your ideas and ambitions. Advising and guiding your teams and programmes. And transferring our skills and capabilities. Business by design removes risk and uncertainty. Innovation becomes effective and transformation meaningful.


Venture Architecture: a framework for business innovation and transformation.

Business Design Maturity

The Venture Architecture framework enables you to catalyse and inspire your people. Accelerate your ideation capability. And build and sustain transformation momentum.

Campfire sessions transform team culture. Ideas Maps manage innovation journeys.

Venture Architecture Framework


A people first approach to the design of meaningful business.

A tailored and bespoke approach to suit all businesses, regardless of size, sector or maturity.

One size does not fit all. One outcome does. Better business.


Business Design Consultancy.

Paul Fletcher
CEO. Cofounder.
Elizabeth Beroud
Lead Coach
Ian Huke
COO. Cofounder.

Through Ideas Ltd is a niche business design consultancy. A collective of diverse skills, strengths and professional experience founded by former chartered architect Paul Fletcher and litigation lawyer Ian Huke.

With more than twenty years’ experience in teamwork, design & systems thinking and organisational transformation, we work with private and public sector; SME to multinational, local authority to central government.

Our team has helped start-ups, banks, insurance, institutions, manufacturers, schools, libraries, residential and urban regeneration.

  • Paul has always impressed me with his ability to invigorate and inspire teams. Unlocking their true potential. Forming Through Ideas with Ian Huke has made this available to all. They are the go to people to empower your team and enhance project outcomes.
    Ian Craig
    Director, Evolve Consulting Structural & Civil Engineers
  • Ian excels in the early stages of client engagement. With great leadership, articulation, process & negotiation skills; he gives client confidence to move very challenging projects forward. He is an asset to any business.
    Paul Hannell
    Lead Consultant
  • Paul ably presented a thought provoking session at our Thought Leadership lunch. He explored  the context for change, posing the question of just how smart do we need to be to meet the needs of an agile society. This elicited an engaged and interested response from the audience.
    Kim Vernau
    Chief Executive Officer, BLP Insurance
  • Paul is an unusual design thinker, concerned equally with client success, design team process and product quality. He has a powerful grasp of how design can serve stakeholder needs, and has devoted himself to providing insightful client support.
    Richard Saxon
    Director, Deploi BIM Strategies Ltd.
  • Paul has the extremely rare ability to captivate an audience while taking into quite challenging areas. Intelligent, incisive and inspirational, and with years of groundwork to back it all up.
    Pierre Wassenar
    Director, Stride Treglown Architects