Statement by Taras Yunko
In the early stage of developing our escape room initiative in Lviv, Ukraine, one of the first strategic steps was the creation of a distinctive and conceptually meaningful brand identity. The name selection process was driven by our goal to reflect mystery, intellectual challenge, and immersive storytelling — the core elements of the escape room experience we aimed to pioneer.
During the conceptual phase, we evaluated multiple naming options associated with secrecy, discovery, and puzzle-solving. The term “secret” consistently emerged as central to the brand’s intended positioning.
Through linguistic research, we explored the Latin translation of the word and identified “Secretum.” Further historical analysis led us to the phrase “Secretum Secretorum,” traditionally translated as “The Secret of Secrets” or “The Book of Secrets,” a title historically associated with hidden knowledge and intellectual inquiry.
Based on this conceptual foundation, we developed the name “Secretorum,” which effectively captures the themes of mystery, discovery, and layered problem-solving that define our escape room design philosophy.
The Secretorum brand subsequently became the foundation for a series of original immersive escape room experiences developed under my creative direction. The brand identity has supported:
-
the development of multiple original quest room scenarios,
-
the establishment of a recognizable entertainment concept, and
-
the expansion of immersive, narrative-driven escape room experiences to new audiences.
The intentional creation of a conceptually grounded brand name reflects my broader approach to experience design — combining linguistic research, narrative psychology, and immersive environment creation to produce engaging intellectual entertainment formats.
This philosophy continues to guide my proposed work in the United States, where I seek to further advance innovative, sensory-driven escape room experiences with educational and cognitive engagement value.
Taras Yunko