BRAND ARCHETYPES
project type - Visual identity, Editorial
year - 2023
Want to make your brand connect to people? Brand archetypes are a way to find focus and clarity in your brand positioning. It is based upon the theory that there are universal archetypical patterns underlying all human communication.
Carl Jung translated the theory into 12 archetypes. In 2001 Carol S. Pearson (in her book The Hero and the Outlaw) used these archetypes and turned them into brand archetypes. Based on this theory, I developed this body of work for Morrow.
Carl Jung translated the theory into 12 archetypes. In 2001 Carol S. Pearson (in her book The Hero and the Outlaw) used these archetypes and turned them into brand archetypes. Based on this theory, I developed this body of work for Morrow.
