Archetypal BrandingLeeds College of Art

April 25, 2016

https://youtu.be/IPYeCltXpxw

How do you get to your "Why"?

THE COLLECTIVE UNCONSCIOUS LEADS

TO ARCHETYPE

Innocent

Explorer

Sage

Hero

Outlaw

Magician

Regular Guy/Gal

Lover

Caregiver

Creator

Ruler

ARCHETYPES

Innocent Free to be you and me Explorer Don't fence me inSage The truth will set you freeHero Where there's a will, there's a wayOutlaw Rules are made to be brokenMagician I make things happen

Regular Guy/Girl All men and women are created equalLover You're the only one

Caregiver Love your neighbor as yourselfCreator If you can imagine it, it can be doneRuler Power isn't everything, it's the only thing.Jester You only live once

ARCHETYPES

Hero / Everyman

Sage / Jester

Hero / LoverRuler

Ruler / Lover?

Caregiver / Innocent

Innocent

Sage

Hero

Caregiver / Outlaw

Everyman Hero /!Everyman

Explorer / Lover

Innocent

Outlaw

E V E R Y M A N

EXPLORER/HERO

RULER

LOVER

HERO / EVERYMAN

CREATOR

OUTLAW

H E R O / O U T L A W

I N N O C E N T

MAGICIAN

LOVERCREATOR

EVERYMAN / EXPLORER

EVERYMAN / EXPLORER

SAGE

detox your home

people against dirty

…and we're here to make it easy for people to do themselves some good

(whilst making it taste nice too).

Above and beyond

Toasted Goliath Tarantula A favorite snack for children in the Orinoco River Basin Adventure Rating 8/10

Regular Guy/Girl

Lover

Jester

Caregiver

Creator

Ruler

Student Case Study

Brand research

Glasses category

6

Creation Story Belief System

USP

Brand Stories

7

Archetype

Brand Belief: The Explorer

The freedom to find out who you are through exploring the world.

Challenge category norms

Archetype showcases beliefs

Thank you.