Why Ethr is more than a business

A slow and intentional approach to business and branding.

I always dreamt of a job which allowed me to travel and work from anywhere. Ethr allows me to blur the lines between work and play.

Being able to live a fulfilled life not only enriches my soul, but always me to create more considered, meaningful work for my clients.

There wasn’t a single moment Ethr was born. It unfolded slowly, the way most meaningful things do. 

It started as a soft longing and a quiet discomfort. The status-quo of the usual 9-5, Monday to Friday, work for someone else till you die soul-sucking machine never fit for me. I wanted something else – fulfilment. 

I wanted to work to live, not live to work. I wanted the lines between business and pleasure to be indistinguishable. I wanted essence over surface aesthetics. But most of all I wanted to live in a slower, more considered way. And I wanted my work to reflect this. 

It wasn’t easy, but slowly I began peeling away the parts of my life that just didn’t feel right. I began to edit my life carefully and considerately. Of the many changes that followed, Studio Ethr was one of them.

ROOTED IN THE UNSEEN

The word ‘Ethr’ (a play on ether or aether) come from the classic element, the fifth element. The invisible element. The space between things. The breath.

That’s what I wanted to hold in my design practice: The intangible. The energy. The why behind the visuals. 

I wanted to design from the inside out, not by slapping on fonts and colours, but by listening. Holding space. Understanding the client’s essence and creating a brand that embodies it.

THE KIND OF WORK I WANTED TO DO

Before starting Ethr, I worked for several design studios around Melbourne, Australia. I loved my job, but I felt it lacked depth. The work felt transactional, not transformative. And most importantly, I didn’t necessarily feel like I was creating a positive change in the world.

What I really wanted to was to work with people building slow, thoughtful, conscious things: businesses that centred themselves around ethics and morals. Who didn’t care about carving their way to the top but create a path that is authentic, whole and helpful.

And I wanted to do that work gently. Without rushing. Without outsourcing or compromising my own values in the process.

Ethr became the container for that. A space to do meaningful work, quietly. 

ROOTED IN THE UNSEEN

Ethr isn’t just my business, it’s an extension of how I move through the world. It’s taught me that when you root your business in integrity, the right people will find you, slowly but surely.

It’s shown me that depth outlives and is far more rewarding than hype.

A NOTE TO BUSINESSES DOING GOOD WORK

If you’re building something from a deeper place, I see you. It takes courage to do things quietly in a world that rewards loudness. It takes integrity to favour good work over heft profits.

If you’re looking to build a brand that feels like truth, I’d love to help you create that.