Branding Based on Archetypes
A knowledge base on brand psychology. Choose your archetype, visual language, and tone of voice — all based on scientific approach.
Explore the Catalog
600+ colors, values, fonts, and design elements, plus 1300+ films — every one linked to a real brand archetype.
Hero's Journey Circle
12 Archetypes in clockwise order with Individual/Group alternation
Strategic Pyramid
Integration of Sinek × Maslow × Campbell
- Sinek
- Golden Circle
- Maslow
- Hierarchy of Needs
- Campbell
- Hero's Journey
Why
Mission, ideology, changing the world, transformation, legacy.
How
Unique method, technology, style, personalization, differentiation.
Four Motivation Verticals
Discovery, Change, Order, Connection — paths from What to Why
Transformation Rules
How brands evolve: Forward Momentum, Benjamin Button, Stay or Go
Hero → Magician
Change → Discovery vertical shift
Explorer → Sage
Within Discovery vertical
Rebel → Magician
Innovation through rebellion
Magician → Innocent
From mission to features
Ruler → Caregiver
Losing position of power
Hero → Hero
years of mastery
Innocent → Innocent
years of mastery
Rebel → Rebel
years of mastery
Framework Summary
Everything you need to build archetype-based brands
12 Archetypes
Hero's Journey Circle
Each archetype is a unique communication strategy. Organized in a circle alternating individual and group focus, distributed across three maturity levels: What, How, Why.
4 Verticals
Brand Motivation Paths
Discovery, Change, Order, Connection — four fundamental motivations. Each vertical contains three archetypes of different levels, creating a brand development path.
3 Rules
Brand Evolution
Forward Momentum — growth toward Why. Benjamin Button — return to What. Stay or Go — strategic choice.
What → How → Why
Strategic Pyramid
Integration of Sinek's Golden Circle, Maslow's hierarchy, and Campbell's hero journey.
Scientific Foundation
5 Key Theorists
Jung, Campbell, Maslow, Sinek, Berne
Brand Building Tools
Automated tools for creating marketing materials and brand guidelines based on archetypes
Generate color palettes aligned with archetypes
Colors & DesignSuggested font pairs by archetype
TypographyAssemble visual assets for an archetype
VisualsValidate copy against tone of voice
Tone & VoiceFind the right archetype for your brand
Branding & ArchetypesBrowse films by archetype: real cast, trailers and ratings
DiscoverWhat Archetypes Are For
Archetype framework solves key brand challenges: from visual identity to audience communication.
- Visual Identity
- Colors, fonts, shapes, and graphics that create recognizable image
- Positioning
- Clear market position and differentiation from competitors
- Tone of Voice
- Unified communication style across all channels and materials
- Content Strategy
- Systematic approach to creating relevant content
- Product Packaging
- Design and messaging that reflect brand essence
- Team & Culture
- Values and behaviors that the brand communicates
Who Is This For?
For everyone working with brands and marketing
Brand Designers
Create cohesive visual identities using archetype-based design systems
Marketing Teams
Build consistent brand messaging and positioning strategy
Business Founders
Develop authentic brand identity from day one using proven frameworks
Brand Consultants
Accelerate client projects with structured branding methodology
Ready to Build Your Brand?
Start using archetype-based methodology for creating authentic and recognizable brands.