This archetype positions itself as powerful, influential, and in control. This archetype is often associated with brands that offer products or services that give their customers or clients a sense of authority or control over their lives or environments.
Icon art by James-Smith, The Noun Project
Reﬁned | Commanding | Articulate | Higher Class
Use the following strategy in your marketing communications to connect with your target audience.
Showing leadership or demonstrating superiority.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Palette: Luxurious, Sophisticated, Confident
Key Colors: Gold, Silver, and Black