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The Creator
Brand Archetype

This archetype positions itself as innovative, original, and visionary. This archetype is often associated with brands that are focused on creating new and unique products or services, or that are disrupting traditional industries with their innovative approaches.


Icon art by Aozora The Noun Project

Creative | Slightly Provocative | Enthusiastic | Authentic | Perfectionist

Key Characteristics



Use the following strategy in your marketing communications to connect with your target audience.


Encourage the pursuit of originality or inspire your audience to unlock their imagination.

Suggested color guide for using color to communicate the brand‘s values and attributes.


Palette: Modern, Professional, Futuristic

Key Colors: Magenta, Black, or Blue

Apple | Adobe | Lego

Company Examples

A brand archetype is essentially a shorthand way of communicating the core values, traits, and motivations of a brand. By understanding your brand's archetype, you can craft marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.
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