Hey there, I’m Natalie Hughes. I’m an artist. A designer. A story teller.
I believe that every person, brand and space has its own Ikigai- . Ikigai is a Japanese concept that means “a reason for being”. The word “ikigai” is usually used to indicate the source of value in one’s life or the things that make one’s life worthwhile. The word translated into English means “thing that you live for”. Each person or brand is unique and their Ikigai is personal and specific focused on their values and beliefs. It reflects the inner self and simultaneously creates a mental state where one naturally feels at ease.
The term ikigai compounds two Japanese words: iki (生き) meaning "life; alive" and kai (甲斐) meaning "(an) effect; (a) result; (a) fruit; (a) worth; (a) use; (a) benefit; (no, little) avail" (sequentially voiced as gai) to arrive at "a reason for living [being alive]; a meaning for [to] life; what [something that] makes life worth living; a raison d'etre".
The fundamental truth of Ikigai is that nothing is siloed. Everything is connected. Form follows intent.
“This being human is a guest house. Every morning is a new arrival. A joy, a depression, a meanness, some momentary awareness come as an unexpected visitor…Welcome and entertain them all. Treat each guest honorably. The dark thought, the shame, the malice, meet them at the door laughing and invite them in. Be grateful for whoever comes, because each has been sent as a guide from beyond.”
- Rumi