Working with your archetypes is like tapping into a superpower. Archetypes are universal symbols used in myths and storytelling through the ages and across cultures. The were conceptualised by Carl Jung, who identified these patterns of behaviour in our collective unconscious.
Read MoreI call this the beautiful woo of brand architecture - building a brand interior from the archetype up! I love this work, because it starts from a wholly holistic and emotionally intelligent place; our innate sense of knowing.
Many brands start talking before they’ve had their first conscious thought! They start socialising their offering before they’ve considered who they are and how they speak. Establishing the foundations of your brand essence and finding your core archetypes gives your brand it’s edge. The place from which all communications should come; a structured and considered frame of reference.
