Better business, by design.

Helping organisations transform and innovate better and faster.

Business by design. The realisation of concepts and ideas into effective models. Enabling innovation value and meaningful transformation.


People first. The design of meaningful business.

A people first approach, founded on the principles of human-centred design. Involving techniques which empathise, interact and stimulate people. Achieving an understanding of their needs, desires and perspectives. Often resulting in more insight and understanding than they themselves knew or realised.

We will not design your business. With our help you and your team will.

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

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


Venture Architecture: a framework for business by design.

Business by design mitigates risk and uncertainty by challenging your ideas and ambitions, shaping your teams and programmes, building your capability through transferring skills.

Venture Architecture Framework.

The Venture Architecture framework enables business by design. Empowering you to inspire your people to action, accelerate your innovation capability and build sustainable transformation momentum.

Campfire sessions transform team culture. Ideas Maps manage innovation journeys. Developing your design maturity.

Business Design Maturity.


Business Design Consultancy.

Paul Fletcher
Ian Huke
Ideas Map

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