This archetype positions itself as strong, courageous, and able to overcome challenges. This archetype is often associated with brands that offer products or services that help people overcome obstacles or achieve their goals.
Icon art by Alexander-Skowalsky The Noun Project
Courageous | Bold | Honorable | Strong | Conﬁdent | Inspirational
Use the following strategy in your marketing communications to connect with your target audience.
Proving people wrong or by showing how to become stronger and better.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Palette: Bold, Confident, Modern
Key Colors: Red, Grey, or Yellow