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The only scientifically validated tool and database to translate feelings into visuals and visuals into feelings.

A brand's visual language must elicit the right feelings and needs to be effective. RADNB decodes visuals into a shared discussion language to effectively communicate your narrative between your Executive, Marketing and Design teams.

For the first time we can reveal the spectrum of human motivating needs present within the visual design language of all brands. Once you decode how design affects how we feel. You reveal a brand's competitive DNA: how they differentiate and influence consumer choice through design. Once mapped the tool reaveals insights into a brand's design effectiveness, positioning and creative strategy.

Great creatives intuitively find the right blend of feelings through their words and images. Brands also want to say, and for us to 'feel', they are a blend of many things. Yet, as an industry we don’t have a common language to describe accurately the core feelings within a brand’s 'look & feel' or visual identity.

RADNB is mapping 1000s of brands to decode how design really influences our thoughts and behaviours. Through our research with Imperial College London, we have identified common patterns of feelings designers use in a brand's visual language. To make what they say feel more real, rare and relevant to people’s complex and often opposing needs.

Strategist
Translator
Sage
Maestro
Detective
Scientist
Alchemist
Magician
Engineer
Visionary
Guide
Seeker
Explorer
Futurist
Dare Devil
Entertainer
Prankster
Jester
Shapeshifter
Provocateur
Ruler
Ambassador
Sovereign
Founder
Representative
Reformer
Gambler
Rebel
Campaigner
Influencer
Athlete
Liberator
Hero
Warrior
Rescuer
Matchmaker
Hedonist
Lover
Companion
Romantic
Regular Folk
Participant
Citizen
Provider
Facilitator
Idealist
Dreamer
Innocent
Muse
Child
Creative Dir.
Storyteller
Artist
Designer
Creator
Caregiver
Healer
Guardian
Helper
Martyr

Brands change how we think and behave, by changing how we feel.

Design is a 'visual language' through which brands communicate feelings. When design is effective its visual language matches what it says to how it makes people feel.

Brands that communicate more effectively, do so because they intuitively use the most effective blend of archetypal feelings and needs to tell their story, knowingly or not. Archetypes are NOT mythical characters, that can mean anything or nothing at all. They are embodied emotions that triggers specific thoughts and behaviors embedded into the language of design. Making archetypes the universal language of feelings through which brands communicate everything.

RADNB's database helps you become an expert in the design and management of a brand's visual language:

  • develop your brand's differentiating strategy – story, personality, positioning more effectively. One that enables you to say and for people to feel your brand stands for different things

  • build a deeper connection between brands and people, by communicating in an authentic way that's real and relevant to how people feel

  • meet the multiple and different needs of peope by allowing them to find their story within a brand's narrative.

  • manage brand content across different channels, subrands, propositions and the UX

  • speed the design process by communicating through a common language across all teams

  • create design concepts and mood boards quickly, based on real brand examples.

Search by sector to see which brands are in the database.

"An awesome tool for anyone in brand development"

Steve Wright - Creative Brand Strategist

"Critical for design effectiveness"

Craig Spivey - Creative Director

"Unique insights into how brands use archetypes"

Dr Omar Merlo – Associate Dean (External Relations) and Academic Director of the MSc Strategic Marketing programmes at Imperial College Business School