Brand Archetype Exploration

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

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

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)