Make your project a success story.

We help teams play to their strengths to perform at their best.

Creating high-value meaningful outcomes, to the benefit of everyone.

The story of your best ever project…

How does it read?

Inspiring, uplifting, rewarding, positive, successful?

Despite all the hard work, best efforts and good intentions many projects simply don’t deliver that.

Is that the case for your projects?

What if all your projects could consistently result in meaningful stories of success and benefit to all?

Projects worthy of a standing ovation.

The Beginning 

Start with the end in mind, a happy ending. You and your team form a clarity of vision.

The Middle

The story builds in realtime as your team perform, collectively enriching and strengthening the narrative. Creating the outputs that will make your vision a reality.

The End

The outcome, your audience experience those outputs.  Realising your vision, built by your team, benefiting everyone.

The Series

Realise your strategic goals by ensuring all your current and future project stories are connected.


Start your story.

How we help you write your story.

Our responsive approach gives you just the right amount of support to you and your team.  Allowing them to create a high value success story.

Our approach complements and enhances existing design and delivery methods and practices.

The roles we play.

  • Raconteur

    …teller of stories, inspiring through turning thoughts to action.

  • Production editor

    …editing story production and performance to keep it focussed on the vision.

  • Player coach

    …enabling all to play to their strengths and perform at their best. Individually and collectively.

  • Scriptwriter

    …structuring the evolving narrative to maximise team and project potential.

  • Talent scout

    …sourcing the very best people to augment your team as and when needed.

  • Context interpreter

    …ensuring the story is understandable to diverse and varied audiences.

  • Meaningificator

    …our in-house professor-of-meaning, a theorist and practitioner.


How we work.

Everything we do is with people for people.

We don’t design or deliver project outputs. We empower your teams to do that.

Our Campfire approach eschews the convention of review meetings and workshop. We create psychologically safe environments for meaningful project story making and performance.

Campfire, forum for divergent ideation and convergent focus.

By recognising  individual strengths and harmonising behaviours we enable effective teamwork, with shared leadership.

At inception, we provoke the vision and catalyse teams to instigate ideas.

Together we nurture and develop these ideas into a unique and meaningful story that binds shared vision to shared value.

We edit the story as it emerges, ensuring your vision materialises as a high-value outcome, which benefits everyone.


We are story architects.

Together we are are story architects. With more than twenty years experience in design & systems thinking, organisational transformation and innovation management. We work with private and public sector; SME to multinational, local authority to central government. 
Our portfolio includes start-ups, banks, insurance, institutions, manufacturers, schools, libraries, residential and urban regeneration.

Through Ideas Ltd is a collective of people with diverse skills and strengths founded by Paul Fletcher and Ian Huke.

  • 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