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Esoteric explorations across art and technology

  • 3 min read

Updated: Apr 2, 2024

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Feist's magically transformative videos evoke surreal enchantment. Alejandro Jodorowsky’s mysticly and symbolically embodied films. Frida Kahlo's transformative spirit. The esoteric knowledge of "The Teachings of Don Juan" and expanded consciousness of "The Doors of Perception". Cutting edge technology magazine "Wired". Characters like Neo (Matrix), Cobb (Inception), and Max Cohen (Pi) embody the Magician archetype in their quests. The LEGO platform, Google's "Year in Search," and Studio Ghibli as examples of embodied transformative spirits.

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Archetype → Magician


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March 2024


Artistic expressions channelling archetype in rasa

  • Feist's "Hiding Out In The Open" music video; we see Feist engaging in a series of transformations, changing her appearance and surroundings in unexpected ways that manipulate reality and create illusions. We see Feist embracing change and embracing her power to transform her surroundings and create new possibilities. Her music videos often showcase a magical or illusionary aspect. In the music video for "1234"; she dances through various scenes, with backup dancers and props appearing and disappearing in seemingly magical ways. In "My Moon My Man," Feist is shown in an otherworldly forest setting, surrounded by mysterious creatures and surreal landscapes. The video's dreamlike imagery and fantastical elements evoke a sense of magic and enchantment. 

  • Alejandro Jodorowsky: A filmmaker, writer, and spiritual guru, Alejandro Jodorowsky's work often embodies the Magician archetype through its exploration of mysticism, symbolism, and metaphysical concepts. Films like "El Topo" and "The Holy Mountain" delve into themes of enlightenment, transformation, and the journey of the self. Coincidently, Alejandro Jodorowsky cast Salvador Dali as Emperor Shaddam IV; apparently, Dali accepted the role under the condition he would be paid $100,000 per hour. The project was abandoned due lack of funding. 

  • Frida Kahlo: The Mexican artist Frida Kahlo is known for her introspective and deeply personal paintings, which often incorporate symbolism and elements of magical realism. Kahlo's work explores themes of identity, pain, and resilience, embodying the transformative spirit of the Magician archetype.


Published ideas of archetype in rasa


Characters channelling archetype in rasa

  • Neo (Matrix); This iconic (1999) sci-fi film explores themes of reality, control, and liberation. The character of Neo embodies the Magician archetype as he discovers his ability to manipulate the simulated reality of the Matrix, ultimately leading a revolution against the oppressive forces controlling humanity.

  • Cobb (Inception); Directed by Christopher Nolan, "Inception" (2010) delves into the realm of dreams and subconscious manipulation. The protagonist, Cobb, embodies the Magician archetype as he navigates the intricate layers of dreams, bending them to his will in pursuit of his objectives.

  • Max Cohen (Pi); Directed by Darren Aronofsky, "Pi" (1998) follows a mathematician who becomes obsessed with finding patterns in the stock market and the universe. As he delves deeper into his quest for knowledge, he embodies the Magician archetype, harnessing the power of mathematics to unlock hidden truths and confront existential questions.


Channelling the archetype in rasa for business




The method behind the magic

  • 7 min read

Updated: Mar 27, 2024


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Image: Nikola Tesla circa 1899


Whenever people say that our ability to design stories with the exact voice for their brand is uncanny, or amazing, we always tell them that it’s nothing magical; but a very rational process of mining the right information from the client and using it in our creative process.


The first step of this process is the questionnaire that we share with our clients; it serves as the cornerstone of our story design process. It’s designed to extract key insights about your brand, values, and other ideas that help us capture the authentic story of your company or personal journey. So, this questionnaire is more than just a series of inquiries—it's essentially the series of dots that we will connect into an articulation framework for your business; a blueprint that enables you to make decisions, brief creatives, and communicate what’s at the heart of your business to your staff. In this blog post, we'll address the frequently asked questions surrounding our questionnaire, offering clarity on how your responses can be formulated to best inform our story design process. 


* Please note that the explanations given here are for selected questions only; we’ve chosen to give explanations to these questions because more people have needed help with them. If you’re a client who needs more explanations or wants a better understanding of a question not listed here, reach out to us. We’ll get on a call to make sure you get all the answers you need. We highly recommend listening to this video walkthrough while you attempt the questionnaire. It gives a step-by-step explanation of each question and can help you complete the questionnaire with greater accuracy.


Question 4 

In question 4, we ask about any specific needs, problems, or wants that must be taken into account in our design process; usually, the answer to this question would be a set of words, colours, or ideas that you want to steer clear of for important reasons; or a market context that you want to make special reference to. For example, a consultant who commissioned us wanted to steer clear of the word ‘design’ because it had a strong association with a set of services she did not offer and did not want to get inquiries for.



Question 5 

Question 5 is to get you to consider how the articulation framework will be used. If your primary focus is on driving creative decisions when speaking to consumers, you should emphasize how the framework will inform your marketing and promotional strategies. 

On the other hand, if your priority is to share your work culture, values, and onboard new teams or inform existing teams, focus on how the framework will serve as a foundational tool for internal communication and alignment. Then the framework will be somewhat tailored to help you integrate it into onboarding processes, employee training programs, and internal communications to foster a sense of belonging and unity among team members.


Question 6

When answering question 6, whether your business takes a group-led or individual-led approach in your business story, consider if your business is best represented by the collective efforts of a group or by an individual founder or leader who closely directs others and makes most of the key decisions. Determine which approach resonates most authentically with your way of working.


Question 7 

In question 7, we ask you to associate a fictitious age with your brand persona; and this has nothing to do with how long your business has been in operation. Here’s why. A brand’s age has to do with shaping how it’s perceived by your target market. Although hardly ever explicitly mentioned in stories, a brand’s age can be hinted at in its visual presence or vocabulary.


Consider how these age groups are generally perceived. Envisioning your brand as young can convey a sense of freshness, innovation, and forward-thinking. This youthful persona may appeal to younger demographics seeking products or services that are modern, cutting-edge, and disruptive. On the other hand, positioning your brand as middle-aged suggests a level of maturity, reliability, and experience. This persona may resonate with consumers who value stability, trustworthiness, and a track record of success. Portraying your brand as a senior evokes notions of tradition, heritage, and legacy. This venerable persona can instil confidence and trust in consumers who prioritize longevity, heritage and established credibility. Lastly, embracing an ageless persona transcends temporal boundaries and emphasizes timeless values and universal appeal. This approach resonates with consumers seeking products or services that are enduring, adaptable, and relevant across generations.


When answering the question of how old your brand considers itself to be, it's crucial to align the fictitious age with the desired perception you wish to convey to your target market. Consider the demographics, values, preferences, and aspirations of your audience, and choose an age that best reflects the identity and positioning you want for your brand. 


Question 8 

When considering the gender of your brand persona, it's important to recognize the impact this decision can have on shaping the perception of your brand and its appeal. Associating a gender with your brand persona can serve as a powerful tool for conveying specific traits, values, and characteristics that resonate with your intended audience.


For instance, envisioning your brand persona as feminine can evoke qualities such as nurturing, empathy, and creativity. This persona may appeal to consumers who prioritize emotional connections, authenticity, and inclusivity in their interactions with brands. Positioning your brand persona as masculine suggests attributes such as strength, leadership, and assertiveness. This persona may resonate with consumers who value qualities like reliability, confidence, and ambition in the brands they choose to engage with. Alternatively, embracing a non-binary persona challenges traditional gender norms and fosters a sense of fluidity, diversity, and acceptance. This persona can appeal to consumers who prioritize equality, openness, and representation in their brand interactions.


It's important to note that when considering whether a brand persona is feminine, masculine, or non-binary, we're not necessarily referring to traditional notions of male, female, or LGBTQ identities. Instead, we're associating these terms with energies, traits, and tendencies that can transcend gender boundaries and apply to individuals of all genders.


By understanding these distinctions, brands can leverage the concepts of feminine, masculine, and non-binary energies to communicate specific values, characteristics, and emotions that resonate with their target audience, regardless of their gender identity. This approach fosters a more inclusive and nuanced understanding of brand personas, allowing for greater flexibility and authenticity in brand representation.


Question 13

When answering the question about what your brand sounds like when speaking, reflect on the preferences and characteristics of your ideal target audience. Determine whether they are more responsive to communications that sound local and familiar or if they prefer a more global and cosmopolitan tone. Understanding your audience's cultural context and linguistic preferences is crucial in shaping your brand's voice. Consider your business’ origins and how important that is to your story. Evaluate whether your brand's voice should reflect the speech and language of a particular region or culture. Consider whether aligning with regional dialects, colloquialisms, and cultural nuances will enhance your brand's authenticity. Is your business rooted in a specific community or culture? 

Or does it have a more cosmopolitan and globally-minded perspective? Assess the potential impact of adopting a more universal and culturally neutral tone on your brand's global appeal.


This tone of voice must be managed consistently whether it’s in advertising campaigns, social media posts, customer service interactions, or written content. Maintaining a cohesive and unified voice across channels is a must.


Question 28

This question prompts you to think about the type of consumer with their purchasing decision-making methods. When creating stories and visual language, a brand must pay close attention to the type of consumer they are targeting because different types have unique behaviours, preferences, and motivations that shape their purchasing decisions.


For instance, the Bargain Shopper is primarily driven by discounts and deals, seeking value for their money. In brand stories and visual language, emphasizing cost savings, special offers, and price competitiveness can effectively resonate with this audience segment.


The Researcher, on the other hand, values information and seeks thorough research before making a purchase. Providing detailed product information, customer reviews, and comparisons in brand stories and visual content can help build trust and credibility with this audience.


For the Impulse Buyer, who makes spontaneous purchasing decisions, leveraging eye-catching visuals, limited-time offers, and persuasive storytelling can create a sense of urgency and drive immediate action.


The Negotiator appreciates flexibility and seeks opportunities for customization or personalized offers. Tailoring brand stories and visual language to highlight customizable options, flexible payment terms, and personalized recommendations can appeal to this audience segment.


The Loyalist values brand trust, consistency, and reliability. Reinforcing brand identity, values, and past experiences through consistent brand stories and visual elements can foster loyalty and strengthen the emotional connection with this audience.


Lastly, the consumer on a mission seeks efficiency and convenience, with a singular objective of completing the purchase quickly. Streamlining the buying process, providing clear navigation paths, and minimizing distractions in brand stories and visual language can cater to this audience's need for speed and simplicity.


Understanding the nuances of each consumer type allows us to tailor their brand stories and visual language effectively, resonating with their target audience's preferences, behaviours, and motivations. Consider this when you’re answering this question.



Question 34

This is one of the questions often elaborated by our clients; however, the point here is to be as succinct as possible, narrowing down on what exactly it is that you do. This question is to identify how to refer to your work or business. For example, ‘a clothing store’, or a ‘financial intelligence consultant’. Of course, there is room to bring in a specialized aspect of your business here; for example, an ‘abstract painting artist’. When a business identifies what it does, it helps customers understand its purpose, offer, and what to expect. This is important for brand stories and visual language; this clear identification should be reflected in messaging, visuals, and branding elements to ensure consistency and coherence.


For example, if the brand is a digital marketing agency, it should clearly convey its services, such as "digital marketing solutions," "online advertising," or "social media management”. 


This is a question that requires a somewhat short answer, which is why we encourage clients to try and explain their work as succinctly as possible, in approximately 3 words. 

* Got a question that we didn’t cover here? Don't hesitate to reach out to us. We're more than happy to schedule a call and help you complete this questionnaire. We highly recommend listening to this video walkthrough, while you attempt the questionnaire. It will save you time and help you record accurate answers that best reflect your business.

Reading list, February 2024

  • 3 min read

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This month’s reading list journeys into the realms of wonder and discovery. From the fantasy-drama film “Beasts of the Southern Wild” to the intricate compositions of Julie Mehretu's abstract paintings, each tale unfolds with emotional depth and intrigue. We explore the blurred boundaries of reality and the virtual in Refik Anadol's immersive digital installations and uncover the audacious adventures of women sailors in "She Captains" by Joan Druett. The search for meaning and purpose in Jon Krakauer's "Into the Wild" and the explorer’s gaze in "Ceylon of the Early Travellers" by H. A. J. Hulugalle. The iconic adventures of Indiana Jones, Alice in Wonderland, and Tintin, and businesses channelling the spirit of exploration like Airbnb, SpaceX, and Red Bull. 


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Archetype → Explorer

Rasa → Adbūtham


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February 2024


Artistic expressions channelling archetype in rasa

  • “Beasts of the Southern Wild” is a 2012 American fantasy-drama film directed, co-written, and co-scored by Benh Zeitlin. The film follows a young girl named Hushpuppy as she navigates life in a fictional Louisiana bayou community called the Bathtub. Through Hushpuppy's perspective, viewers experience a sense of wonder and awe at the beauty and complexity of the natural world. "Beasts of the Southern Wild" is a quest for meaning and purpose in the face of adversity. Hushpuppy and the residents of the Bathtub grapple with existential questions about their place in the universe and their role in shaping their own destinies.

  • Julie Mehretu’s abstract paintings delve into themes of globalization, urbanization, and identity, crafting intricate compositions reminiscent of maps and cityscapes. Through layers of geometric shapes and symbols, her work evokes wonder and intrigue, prompting viewers to explore its depths. Despite their abstract nature, Mehretu’s pieces convey emotional depth, inviting contemplation on themes of history and human experience embedded within the layers of meaning and symbolism.

  • Refik Anadol employs data-driven algorithms and machine learning to craft immersive digital installations, pushing perceptual boundaries. Anadol blurs distinctions between reality and the virtual, prompting viewers to reconsider their understanding of existence. His pieces often integrate technology with nature, showcasing the interconnectedness of human creativity and the natural world through digital and organic synthesis.


Published ideas of archetype in rasa

  • "She Captains" by Joan Druett uncovers the overlooked tales of audacious women, from warrior queens of ancient times to influential shipowners navigating the Northwest Passage. With vivid storytelling and meticulous research, Druett brings to life their remarkable adventures and challenges, offering a fresh perspective on maritime history. Celebrating the indomitable spirit of women who defied the odds to chart their course on the high seas, this captivating book challenges traditional narratives of exploration and adventure.

  • The non-fiction book, Into the Wild, by Jon Krakauer, follows the true story of Christopher McCandless, a young man who gives up his possessions and savings to travel across North America and live off the land in the Alaskan wilderness. Through McCandless's story, Krakauer invites readers to reflect on the human experience and the search for meaning and purpose in life.

  • "H. A. J. Hulugalle's book "Ceylon of the Early Travellers" is a collection of letters and notes related to the historical and cultural landscape of Sri Lanka through the accounts of early travellers to the island. These accounts offer firsthand observations, impressions, and experiences of the island as seen through the eyes of explorers, adventurers, merchants, and missionaries. Readers are transported to a bygone era, experiencing the island's beauty and biodiversity through the eyes of an outsider. Through the travel narratives, readers gain perspectives on the complexities of colonialism, cultural exchange, and the impact of external influences on Sri Lankan society.


Characters channelling archetype in rasa


Channelling the archetype in rasa for business




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