what’s behind the brand?

The Skethia identity

The name:

Using your name is an option but it was important that this be about the future and only the curation of ideas or testimony to many years of experience.

This was about the path ahead, the mountain to traverse and, trust me, every word meaning these things, in several languages was taken.

We got there in the end. I leaned into my Greek heritage and landed on Skethia - σκεθια which translates to ‘plans’ - the plural of skethio - σκεθιο.

Look and feel:

When I was a design student, back in the nineties the world was becoming more digital. I thrived in illustration as a child, but typography became my first real love before finding my calling as a copywriter and the world of desk top publishing.

“Don't use Helvetica!”, I distinctly remembered the voice of a lecturer at university announcing this phrase like a town crier. His adversity to the sans serif was never really explained though I remembered this throughout my career. There has been enough distance between now and 1994 I have chosen Helvetica for the logo - reminding me that some rules are meant to be broken.

Colour is a feeling. I have taken inspiration from the blue of the Mediterranean and the paintings of Sydney’s harbour depicted by Australian artist Brett Whitely which stuck with me since my studies back in Melbourne.

Having London architecture as a part of the story was equally important. I worked with a photographer who understood this. We captured my two favourite structures the iconic, brutalist Barbican and Royal Festival Hall in Southbank.

Values:

Skethia is underpinned by three core values.

Creativity:

The road to here was founded in creativity. When we think about what drives the creative process, I believe it’s about that single idea that brings head and heart together. So how do we strike the balance between gut instinct and data insight? Exploring this as a team is half the fun.

Clarity:

Ambiguity exists. As businesses evolve the ability to thrive in an ambiguous environment is somewhat expected among many. Having clarity of direction and focus is key. This service is about getting clear on what’s really needed: consultancy without the waffle.

I heard a fantastic phrase “What’s the best that could happen?”. When we remove complexity and keep the focus on opportunity and not on the problem this is where organisations can flourish.

Community:

One of the lessons that came from the pandemic was the need to connect when personal interaction was literally beyond our reach.

The bonds we build with our colleagues and friends can really shape us. I draw from the connections and communities across my 25 or so years in business working in London.

From the late 90’s in advertising, to ‘falling’ into architecture, construction and real estate, throughout the brutal financial crisis of 2008 and, latterly legal and management consultancy. The influence of these distinct communities has helped shape what Skethia brings to the market. A diverse outlook and a focus on building relationships.

Great work comes from our collective strengths where we can create something of lasting value, together.