Brand Archetypes: The Citizen

Custom collage work featuring AI generated illustrations with photography and layout. Subject Matter: The Citzen archetype.

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So many designers and agencies love to dive into brand archetypes. It's well trodden territory. However, what I've picked up on is how often they're misused.

Archetypes are NOT personality traits. Meaning, just because a brand is driven by the Caregiver archetype does not mean it has to have a warm, caring, and soft identity.

Archetypes are BEHAVIORAL MOTIVATORS, not personality and design dictates.

For a deeper dive on what archetypes are and how to use them for branding workstreams, checkout my book Mass Behaving and my archetypes card deck: https://shop.bullhearted.co/products/restaurant-branding-strategy-full-bundle