Development of Corporate Identity and Souvenirs of Roi Et Province

Abstract

This study aimed to (1) investigate approaches to leveraging the arts and cultural heritage of Roi Et Province for the development of corporate identity and souvenir products, and (2) design a corporate identity and develop souvenir products grounded in the corporate identity framework and local cultural capital. The study employed a research and development (R&D) approach in combination with qualitative research. The participants were selected through purposive sampling and comprised: (1) 34 key informants representing five sectors government agencies, the private sector, civil society, educational institutions, and the new-generation public; (2) seven creative entrepreneurs; and (3) seven creative designers. Research instruments included semi-structured interviews, co-creation workshop guidelines, and field observation forms. Data were collected through co-creation activities, contextual field surveys, and an in-depth study of a key cultural resource, namely the 100-year-old Pha Phawet textile at Wat Pa Sakdaram. Data were analyzed using thematic analysis following the approach of Braun and Clarke, together with an iterative design synthesis process covering cultural code extraction, core concept formulation, prototype development, and prototype refinement to enhance usability and market readiness.

The findings revealed that Roi Et’s arts and cultural heritage holds substantial potential as a foundation for developing corporate identity and souvenir products, particularly when cultural elements are systematically extracted and translated into a contemporary design language. Key approaches include using cultural capital as the narrative core, employing motifs and color schemes as identity codes, transforming traditional values into contemporary forms, and strengthening linkages between entrepreneurs and designers through a co-creation process. Notably, the 100-year-old Pha Phawet textile at Wat Pa Sakdaram emerged as the most promising cultural capital for conceptual development due to its distinctive patterns, colors, and traditional narratives. Furthermore, the co-creation process between designers and entrepreneurs resulted in a coherent corporate identity and led to the development of seven souvenir product prototypes, such as coffee mugs, tourist maps, cycling route maps, and packaging for processed agricultural products. These prototypes effectively convey Roi Et’s provincial identity in a contemporary manner and demonstrably enhance commercial value. Recommendations include establishing a provincial identity policy and a corporate identity guideline to standardize communication, strengthening entrepreneurs’ capacities through continuous co-creation activities, and conducting market testing to scale prototype products toward commercial production.