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.
"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