Myths and archetypes help us recognise patterns that are otherwise difficult to name.

In Jungian psychology, archetypes are recognisable figures embedded in the collective imagination: recurring characters that shape how we interpret behaviour and identity.

In contemporary practice, archetypal thinking is used in brand strategy, organisational design, and leadership theory to clarify roles and functions within systems.

Below is a non-exhaustive list of relevant shapeshifters archetypes and associated myths

This page is a work in progress

Literary and Mythic Precedents

• The Trickster

  A boundary-crosser who disrupts fixed categories, exposes blind spots, and moves between identities.

• Hermes

  God of roads, merchants, travellers, and messengers — a mediator between gods and humans, associated with movement, trade, and translation.

• Proteus

  A sea-god who could change form at will; symbolic of adaptability and elusiveness.

• Coyote

  A trickster and transformer figure appearing across multiple Indigenous North American traditions.

• Puck

  A mischievous intermediary figure who alters perception and social order.

• Morpheus

  A figure associated with entering and shaping dream states, or movement between realities.

Dark or Ambivalent Shapeshifters

Shapeshifters in organisations often evoke ambivalence. Their movement between groups can generate trust or suspicion. Integrative figures are powerful precisely because they are not easily categorised. These figures remind us that boundary-crossing roles are often treated with suspicion. They can destabilise norms and provoke anxiety.

• Werewolves

  Human/animal hybrids symbolising uncontrolled transformation or divided identity.

• Vampires

  Figures who move between life and death, often portrayed as seductive but dangerous outsiders.

• Dr Jekyll and Mr Hyde

  A literary exploration of dual identity and internal division.