The 12 Brand Archetypes

Core desire

To bring your domain to order — and hold the authority that keeps it prospering.

Core desire

To imagine, build and leave behind work that outlasts the moment that inspired it.

Core desire

To protect and nurture the people who need it — building real safety, comfort, and connection, not just the feeling of being looked after.

Core desire

To turn a deep understanding of how things work into meaningful change for the people around you.

Core desire

To prove what you're made of through courageous action — hardship overcome, and things left better than you found them.

Core desire

To challenge convention, break the status quo, and build a freer, more just world.

Core desire

To keep discovering who you are by going further than you've been — through new ground, fewer boundaries, and more of the unknown.

Core desire

To uncover the truth of things and share it clearly enough that others can act on it.

Core desire

To inspire change toward a fairer, more harmonious world.

Core desire

To belong, to be treated as an equal, and to help build a better world for everyone.

Core desire

To bring joy and lightness to the world — bending the rules through humor and welcome mischief.

Core desire

To build deep, meaningful connections — an environment where passion, appreciation and unity feel effortless.