critical design
How can Jungs architype circle be relevant in an inclusive society?
Idea
Donovan Dorn
Jamie Lim
Luca Izarin
Sam Pulverer
Vera Rombout
Jeroen Icks
Art direction & production
Jeroen Icks
Challenge, context & objectives
Carl Jung is quite known for his use of conceptual archetypes in his theory of the human psych. Study Jung’s archetypes and the brand-archetype model. Find and replace each image of an archytype with a contemporary representation of the architypes.
Insights & strategy
The theatre play about racism in the Netherlands ‘A Seat at the Table’ from Black Sheep Can Fly made Jeroen aware of the different perspectives of various people and how they behave in varied circumstances. Unwanted behaviour can be a reaction of exclusion.(1)
(1) Source: Nederlands Jeugdinstituut
Bringing the strategy & idea to Life
These insights resulted in an inclusive guide excluding stereotypes. Using a female bee keeper. And the dog as archetype for jesters.
