Overview

Our design team was fascinated by the work of  Margaret Mark and Carol Pearson on the 12 archetypes in branding. The ideas presented in their book “The Hero and the Outlaw” inspired us to use the Jungian archetypes as tools not only for design, but for brand voice, product strategy, and even company culture. We decided to build our entire branding and strategy process around the archetypes.

Process

We developed a 12-question quiz that accurately assesses archetype confusion on teams and 12 starter copy and design kits for each of the twelve archetypes. We expected to see improvements after integrating these tools into our branding process,  but after a year of use, the advancements were staggering.

Results

27% increase in project profitability 

48% reduction in project turnaround time