Creative Strategy · Brand Identity
The 12
arche
types.

These aren't rigid boxes a brand must fit into. Archetypes flex to reflect a brand's personality, guiding how it tells its story and resonates with audiences.

Apple 80s Rebel → Apple now Creator Archetypes move with culture.
01
Creator
Builds · Imagines · Innovates

Apple, LEGO, Adobe

02
Rebel
Disrupts · Challenges · Provokes

Diesel, Harley-Davidson, Virgin, Duolingo

03
Hero
Courage · Triumph · Mastery

Nike, Gatorade, Under Armour

04
Explorer
Freedom · Adventure · Discovery

Jeep, Patagonia, Red Bull

05
Lover
Passion · Intimacy · Desire

Victoria's Secret, Godiva

06
Jester
Playful · Humorous · Irreverent

Old Spice, Doritos, M&M's

07
Everyman
Relatable · Grounded · Honest

IKEA, Levi's, Target

08
Sage
Wisdom · Truth · Knowledge

Google, BBC, TED

09
Caregiver
Nurturing · Protective · Generous

Johnson & Johnson, TOMS

10
Ruler
Power · Order · Prestige

Mercedes-Benz, Rolex, Microsoft

11
Innocent
Optimistic · Pure · Simple

Dove, Coca-Cola, Aveeno

12
Magician
So where does
your brand fit?

Not sure? That's the opportunity. Archetypes help a brand understand how they are showing up & understanding this can help shape insights to connect with consumers and earn brand relevance.