THE PROCESS OF CREATING ARCHETYPES USING THE IKIGAI PHILOSOPHY

Abstract

This research article contributes to brand Identity design to communicate archetypes through the application of Ikigai philosophy. Conducted under the Doctor of Philosophy Program in Creative Arts curriculum, the study aims to examine and explore and explore primary communication processes while identifying models for incorporating Ikigai principles. The research employed a qualitative methodology utilizing triangulation through in-depth interviews (open-ended format) and focus group discussions (open-ended format). The study identifies five foundational pillars of the Ikigai Philosophy: Starting Small (first pillar), Releasing Yourself (second pillar), Harmony and Sustainability (third pillar), The Joy of Little Things (fourth pillar), and Being in the Here and Now (fifth pillar), respectively. Furthermore, the study five Ikigai Archetypes each embodying distinct personality traits: Samurai, Geisha, Priest, Shokunin, and Shogun. These archetypes converge and authentically communicate the essence of the Ikigai philosophy. Their visual depiction functions as a potent instrument for formulating a visual brand driver, enabling practitioners to harmonize brand identities with purpose.