It all started the day I read about a Japanese philosophy called ikigai (pronounced ee-key-guy).

They said it’s the secret to a long and happy life.

But ikigai was such a foreign concept to me, because I grew up with traditional Asian values: get good grades, get a job, support your parents, settle down and start a family…

Which meant that all my interests —  stationery, music, coffee, travel, Sherlock Holmes, Carrie Bradshaw, Yoda — they all had to sit on a shelf, never to be seen again.

So when it came time to choose a degree, I thought I'd start at something I was good at, that was "in demand": IT, but…

After landing my “dream job” in IT, somewhere between updating file servers, I was desperate for my ikigai...so I did what I finally found the courage to do…

I quit my corporate career and launched my ownp hotography blogging fashion app design business.

But on every attempt at branding my business, I saw that choosing a “branding archetype” felt limiting…

Limitations I’ve grown allergic to.

So I broke the moulds, and created a NEW archetype…

An archetype of ME — by combining my gifts, interests, background, and values — to create unique offers and a distinct brand identity that’s unlike anyone else’s.

It felt right, more than any branding archetype ever could.

But it wasn’t until I moved to Japan for a few years when I discovered the true meaning of ikigai:

Our reason for being…for EXISTING…is at the intersection of what we love, what rewards us, and what the world needs.

So if you've ever struggled with choosing an archetype or fitting into anything…

Know you're not alone, and you don't have to choose or fit into archetypes to find your one thing. (Let’s leave the Jungian archetypes to psychologists. Whoever said we should stick with a psychological analysis tool, anyway?)

Why choose an archetype when instead...

You can create your “one thing” out of ALL the things you want to do?

So if you want to make a difference...

Then the world needs YOU to be different.

Createrati helps you find the intersection of your gifts, design your ideas to life, and grow your brand online using age-old philosophies


NOUN | plural: createrati /ˌkriːeɪtəˈrɑːti/; singular: creatérateur /ˌkriːeɪˈtərɑːˈtəː/

creators who are drawn to different things, with a mission to do what they love, get paid, and change the world.

Create your ONE thing out of all the things you want to do.

Your unique brand sits at the intersection of what you love, what rewards you, and what the world needs.

So if you're a multi-talented creative who feels like you can't fit — or don't want to fit — into an archetype…

And if you feel you might want my help to create your own…

Click below to see a few that we can work together.



Bespoke brand identity growth projects usually start at $10K with a 12-week wait period.

Melbourne, VIC, Australia

370 St Kilda Rd


do people still call these days? ;)

Our headquarters are based in Melbourne, Australia.