1 of 10

Slide Notes

DownloadGo Live

TeamChild Archetype Workshop

Published on Sep 22, 2016

No Description

PRESENTATION OUTLINE

Brand Archetype Exploration

February 2017
Photo by anne_kaferle

Archetypes - A Crash Course

  • Deep storytelling roots - transcend time, culture, language
  • Plato...Carl Jung...Joseph Campbell..."The Hero and the Outlaw"
  • North star to inspire and guide

How We Can Use an Archetype

  • Identify "white space"
  • Align overall direction: focus, inspiration, clarity
  • Identify helpful examples and inspiration
  • Inform visual and written expression
Photo by Ghost of Kuji

Guiding Principles

  • None are inherently positive or negative
  • Don't get too hung up on the labels
  • Starting point, not a prescription -- wide range of possibility within each one
  • Ideal outcome is to identify ONE primary archetype we can all rally around
Photo by marfis75

Core Motivations

12 Brand Archetypes

Nonprofits

TeamChild Themes and Descriptors

12 Brand Archetypes

What Next?

  • Clear choice - drill deeper on underlying emotion, goal, trap, strength, implications
  • Split - great opportunity for discussion and alignment
  • Sometimes 2nd choice can inform expression and tonality
  • Once resolved, can provide both internal and external inspiration and accelerate creative expression (written + visual)
Photo by VickyvS