Methodology

Unravel Your Thread – and the wonderful words we get as a result – is where your passion, personality and professionalism all come together.

Everything I do centres around the idea of the red thread, a symbol that’s been used for centuries the world over. Originating in Chinese mythology, the ancient East Asian iteration is the “red thread of fate”, which is commonly thought of as an invisible red cord connecting you and someone else you’re destined to meet (traditionally your soulmate, but also understood to be a friend or anyone you develop a deep connection with).

It also pops up in ancient Greek mythology, in the myth of Theseus and the minotaur. Theseus escapes the labyrinth by following a red thread that helps him retrace his steps, given to him by Ariadne upon his entry. This morphed into the Swedish concept of “röd tråd”, the core theme or idea of something that pulls it all together. In other words, it’s the throughline that means it all makes sense.

This is where Unravelling Your Thread comes in. When you feel like you get tongue-tied trying to explain what you do, or tying yourself in knots trying to communicate how everything you do works together, all we need to do is find your red thread and unravel it.