With purpose,
transform how
you create value.

We enable transformation…
through our Ideation Design visioning, briefing, catalysis and charrette services.

We support projects and teams…
in the skills and techniques used in Ideation Design.


Meaning is the key to unlocking your transformation ambition and realising value. Achieve this through the three elements of Ideation Design. Meaningification. Make your next project your best project.


Everyday thinking obscures insight. Clouding the meaning of transformation purpose. Compromising value.

Enabling fresh thinking. Clarifying insight. Focussing meaning at the core of transformation purpose.


Without ideas purpose is inert. Transformation needs ideas. The best ideas are found by teams.

Teamwork fuelled by harmonised behaviours. Collaborative empathy, trusted cooperation. Finding and uncovering fresh ideas.


Without meaning neither purpose or the best ideas will create maximum value. True transformation is born of meaning.

Catalysing ideas with purpose. Starts the chain reaction that develops meaning. True meaningful transformation begins.


Through Ideas Ltd is a unique ideation studio founded by Paul Fletcher and Ian Huke.

Born of 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… we practice Ideation Design. So fluently that for some Meaningification is practical alchemy.

  • Paul has always impressed me with his ability to invigorate and inspire teams. Unlocking their true potential. Developing Ideation Design 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