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We help you crack the hidden code within a brand's visual language. Revealing how brands use design strategically.

Great creatives intuitively find the right words and images within their designs to make you feel something.

Once you decode the language of feelings within a brand's communication, you decode how they motivate behaviour, stand out and communicate in the most effective way.

How we feel defines how we react and navigate life. Brands also want to say, and for us to 'feel', they are many things. Yet, as an industry we don’t have a common language to decode or describe accurately the feelings and needs designed into a brand’s look and feel.

RADNB is mapping 1000s of brands to decode how design really influences our thoughts and behaviours. Revealing how design is used by brands to strategically communicate a clear and differentiating territory, help them more effectively influence consumer attitudes and choices and speak to multiple audiences, with different needs, at the same time.

Through our research with Imperial College London, we have identified patterns of feelings. 60 primary archetypal motivating needs brands blend across their UX. To make what they say feel more real, rare and relevant to people’s complex and often opposing needs.

No one has ever mapped, in such granular detail, the blends of motivating needs brands make us feel.

Strategist
Translator
Sage
Expert
Detective
Scientist
Alchemist
Magician
Engineer
Visionary
Guide
Seeker
Explorer
Futurist
Dare Devil
Entertainer
Fool
Jester
Shapeshifter
Provocateur
Ruler
Professional
Sovereign
Founder
Ambassador
Reformer
Maverick
Rebel
Activist
Influencer
Athlete
Liberator
Hero
Warrior
Rescuer
Matchmaker
Hedonist
Lover
Companion
Romantic
Regular Folk
Advocate
Citizen
Provider
Networker
Idealist
Dreamer
Innocent
Muse
Child
Creative
Storyteller
Artist
Designer
Creator
Caregiver
Healer
Protector
Angel
Samaritan

Brands change how we feel by mirroring our needs through their look and feel.

Design is a 'visual language' through which brands communicate who they are and their story in a way that triggers our needs. The language brands use to communicate needs, is the language of feelings.

When design is effective its visual language triggers the right blend of feelings to match people's different and often opposing needs.

Every time a brand communicates anything that makes you feel something in a simple and powerful way. It's using blends of different archetypal needs within their design language.

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 feelings embedded in design that trigger embodied universal patterns of thoughts, emotions and behaviours. Making archetypes the universal language of feelings through which we communicate everything.

RADNB's database of 1000s of brands helps you become an expert in a brand's design language, enabling you to:

  • 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