In the intricate tapestry of brand archetypes, the Citizen archetype stands tall as the embodiment of the everyday person – the quintessential person who resonates with the masses. Defined by their wholesomeness and generosity, Citizens exude a relatable charm, making them instantly likable amidst a sea of more abstract archetypes. They speak the language of Read more

The Creative Process The creative process is a key component of any successful marketing agency. We see various promotional assets such as campaigns, magazine spreads, and billboards every single day. But have you ever considered how these ideas come to be? These attention-grabbing assets are developed through a refined strategy process that determines what the Read more

The Magician Archetype  The Magician Archetype makes dreams come true by using knowledge of how the world works. Magician brands are transformative. It’s quite common for them to display traits that have a spiritual or psychological element. They want to expand our collective consciousness. When it comes to the motivation of the Magician, these brands Read more

The Lover Archetype The Lover brand archetype is about creating relationships and evoking emotions. Lovers are always looking for ways to make others feel special and to meet their needs. Brands who identify with this particular archetype like to celebrate the physical joys of being human, fostering intimacy and bliss in their consumers. But don’t Read more

In our archetype exploration journey so far, we have featured the Explorer archetype and the Creator archetype–two very inventive, think-outside-the-box, “right-brained” types. In honor of the new decade, we’re taking things in a slightly different direction–all the way to the left–with the Sage archetype. The sage archetype overview The Sage archetype revolves around knowledge and Read more