08: Get to Know the Innocent

09: Explore the Hero Archetype

The Hero Archetype promises independence. Brands that value challenge tap into the universal patterns of the hero and exist to champion threats and foes in the world.

08: Get to Know the Innocent

The Innocent Archetype promises paradise. Brands that value innocence tap into that child-like view of the world and exist to offer optimism, simplicity, and hope.

07: Discover the Explorer

The Explorer Archetype promises independence. Brands that value exploration tap into the universal patterns of the explorer and exist to guide people to new adventures in the world.

06: Get to know the Caregiver Archetype

The Caregiver Archetype promises belonging. brands that express the caregiver archetype value family and offer a promise of compassion and care to the world.

05: Learn about the Good Guy Archetype

The Good Guy Archetype promises belonging. Brands that express and value everyday ‘familiar’ experiences tap into the universal patterns of the good guy and deliver practicality, inclusion and kindness to the world.