Throughout history, literature, film and folklore, there are common characters that appear time and time again. Known as archetypes, they are defined by similar characteristics, motivations, strengths and weaknesses. Brands align themselves with specific archetypes to connect on a personal level with their consumers.
In order to explore the use of archetypes in branding and advertising, we set out to craft concepts for products and causes that exemplify the major archetypes. Utilizing certain artistic movements, design elements, tone of voice, word choice and overall message, we crafted a unique narrative for each type. The results were shared weekly on our social media pages.