Tom Skeehan turned down a big role with a major household appliance brand to follow his passion for running his own design consultancy and fostering a workplace in which curiosity, shared knowledge, and professional development are paramount. I spoke to Tom, the Chair of the Design Institute of Australia in the ACT, about his business journey and philosophy.
Tom Skeehan’s journey to founding SKEEHAN Studio was influenced by a passion for design, manufacturing and marketing. “I’ve always been captivated by the built environment and architecture – in particular, how materials, textures and natural light can influence a space and, more specifically, a person’s behaviour and mood,” he explains.
Growing up with a father who was a craftsman and carpenter, and a mother who was generous and creative, Tom was encouraged to experiment, disassemble things, and constantly build – be it skateboard ramps, bikes, cubby houses or Christmas presents. As for marketing, it’s the discipline’s ability to leverage emotion and drive action that intrigues him. “Images, art direction and creative writing play a pivotal role in communication,” Tom says. “I’ve always enjoyed presenting, pitching and selling; even when working at an ice-cream shop as my first job, I set myself the challenge to see how I could make someone smile or persuade them to buy another scoop.”
“We aim to help other creatives accelerate their learning.”
While working in Sydney at a small industrial design consultancy in the product and food packaging space – and managing his own brand on the side – Tom was offered a role with a household appliance brand that would have involved very high-profile product opportunities and extensive travel to the US and China. Tom’s mentors encouraged him to explore a path that he was truly passionate about, however, so he declined the job offer and instead decided to launch SKEEHAN Studio and set about building a practice that would allow him to integrate his multifaceted interests into a cohesive business.
“At its core, SKEEHAN Studio is a multidisciplinary design consultancy specialising in furniture and experiential design,” Tom says. “Our operations span a wide spectrum, from design strategy and concept development to manufacturing, 3D rendering, and brand strategy consulting.” Partnering with brands to help them uncover customer insights to identify new product opportunities, he uses this information to design, develop and help launch products into the market. The studio’s projects vary in complexity and scale, from a cafe chair manufactured in Australia to a fully immersive experience space that is for workplaces around the world, connecting employees in the virtual landscape. The pandemic prompted Tom to adapt his team structure, working with specialised talents on a project-by-project basis. “This strategic shift in human resources has enriched our team’s diversity, enhancing our depth of capabilities and our ability to deliver on clients’ needs,” Tom declares.
‘Lift as you climb’
Workplace culture is very important to Tom, and he embraces a ‘lift as you climb’ philosophy that embodies the idea of collective growth and progression. An example of these values in action is Tom’s engagement in mentorship programs and initiatives, such as Friends & Associates (F&A) – a venture established in collaboration with Dale Hardman, award-winning designer and director of the furniture brand Dowel Jones. “Together we have created a platform and framework for designers, both emerging and established, to showcase new and experimental work,” Tom explains. “Leveraging our network and experience, this curatorial space provides a professional platform unconstrained by many of the usual commercial briefs or budgets.”
Over the past seven years, the initiative has supported over 100 designers, realising Tom and Dale’s desire to pay it forward and share their knowledge and experience with other like-minded businesses.
“The META chair project is a prime example of our ‘lift as you climb’ philosophy in action,” Tom explains. “At its core is an ergonomics jig we’ve designed, allowing furniture designers to test their seating configurations at a 1:1 scale easily. Designing a chair, or any space that people need to access for that matter, requires a profound understanding of the human form and empathy for various people’s proportions and physical capabilities. An effective method to learn and test these scenarios is through using ergonomic jigs – tools that help designers grasp the true proportions of a chair or even experience what it’s like to navigate an underground train station with cataracts and arthritis.” Depending on the product category and target customer, Tom deems that it’s essential to see the world from others’ perspective, so he spends a lot of time creating tools and processes to identify their needs and develop more meaningful solutions.
SKEEHAN Studio is pushing innovation further by integrating virtual reality, thereby merging traditional, tactile processes with cutting-edge digital technology. “By openly sharing the chair’s prototype with the broader design community, we’ve established a collaborative platform for innovation and shared learning,” Tom says, adding that such initiatives underscore his belief in the strength of the community and commitment to open innovation and collaborative growth in design. “Sharing such resources, which I would have greatly valued in my own studio five years ago, fosters transparency in our industry,” he points out. “By doing so, we aim to help other creatives accelerate their learning and contribute to the collective advancement of our field.”
Finding and building a team
On the subject of building his team, Tom says acknowledging his limitations in operations and engineering has been instrumental in refining his approach to teamwork and recruitment. “It has guided us to seek individuals who are not just skilled in these areas but who also deeply align with our vision,” he says. “The core attribute we look for in our team members is a shared commitment to being at the intersection of understanding and creativity, where the genuine needs of the customer and the aspirations of brands meet.”
As the business has grown and taken on ever more complex projects, Tom has come to understand that scaling up involves diversifying his team. “A critical aspect of this process is fostering self-directed learning and problem-solving within the team,” he says. “As we grow, the studio’s structure is becoming more segmented, with small teams dedicated to specific revenue streams.”
Although this transition has been challenging, Tom sees it as essential in ensuring that each segment is well-supported and has clear objectives. “My focus on self-awareness and effective delegation has been pivotal in creating a culture of adaptability, curiosity, and motivation,” he avers. “Recruiting and collaborating with like-minded individuals who are committed to their personal growth and the community’s wellbeing remains a rewarding aspect of scaling our studio.”
As the studio evolves, Tom is fine-tuning its structure to feature specialised teams, each with a clear focus, allowing for bespoke solutions that reflect the company’s commitment to innovation and creative resilience. “This journey of expansion is a collective one, inviting collaboration with clients, partners, and the broader community to share in our mission of crafting designs that not only connect but also contribute to a sustainable legacy,” Tom says.
“With every step we grow, we are fostering a culture of curiosity and a framework that embraces the challenges of tomorrow.”
This article first appeared in issue 44 of the Inside Small Business quarterly magazine
