Previously known as North Star Consultancy, The Action Plan worked with it's Founder, Dr. Choe Ching with weeks of discussions, brainstorming and shortlisted several names before selecting The Grey Matters. The Grey Matters found it's new name to relate better to its target audiences as both a message and an identity, but there's more than meets the eye. Grey Matter is a region in the brain that controls important functions, from muscle control to sensory perception. To remove the stigma on seeking help or even enhancing one's abilities through therapy, it was natural to highlight the importance of taking care of their psychological health. Hence, the statement the grey, matters.

Dr. Choe Ching's practice, The Grey Matters, specialises in Clinical Psychology and Counselling.