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Brand AlchemyThe twelve archetypes

Brand archetype Β· Breaking the rules that don’t serve

The Sacred Rebel

You break the rules that don’t serve people.

Take the free quiz See all twelve

Is this you?

How the world sees you

People see you as bold, honest and a little disruptive. You say what others only think, you question the way things have always been done, and clients come to you because you won’t sugarcoat it.

What you want most

To change what’s broken, and to free people from the shoulds.

Your highest value

Liberation. You give people permission to be exactly who they are.

Who you draw in

People who are tired of the one-size-fits-all way and ready to do it their own way.

Your muses

The goddesses and heroines who share this energy

Lilith

Jewish folklore

In medieval tales, Adam’s first wife, who refused to be made lesser and left Eden. Modern writers have reclaimed her as a symbol of women claiming their own voice.

The MorrΓ­gan

Irish myth

Goddess of fate, sovereignty and battle, who saw what was coming and named it without flinching.

Sekhmet

Ancient Egypt

The lioness goddess, fierce in battle and also a patron of healers.

Our muses come from ancient myths, living faiths and history. Some are still honored and prayed to today. We share them with respect, as sources of inspiration, and never as a claim on anyone’s tradition.

Your voice

How you sound

Honest, fearless and unfiltered, with a wink. Short, punchy lines that name the thing.

The rules were written for someone else. Let’s write yours.

Do

  • Call out the myths in your industry
  • Say the quiet part out loud
  • Rally people around what you stand for

Try not to

  • Attack people instead of ideas
  • Shock just to get attention
  • Forget to offer the better way

Your look

How it feels to see

Colors

Black, deep red and one bold, unexpected pop like electric pink.

Imagery

Raw textures, bold portraits, hand-lettered signs and movement.

Type

A strong, unconventional display font with a clean sans for reading.

Your shadow

The Burn-It-Down

Under stress, the Rebel can rebel for its own sake, push away people who could be allies or reject good ideas because they came from the mainstream.

How to work with it. Stay clear on what you’re for, as well as what you’re against.

What to create

Content that fits you

  • Hot takes on the myths in your industry
  • Manifestos that name what you stand for
  • Stories of breaking the rules, and what happened next

Words that fit

BoldEdgyDaringFearlessFieryFrankHonestIndependentUnexpectedWildPowerfulPassionate

Brand Alchemy

Is this your archetype?

Most brands are a blend of two. Take the free quiz to find yours, meet your muses and turn it into words, a voice and a look that feel like you.

Take the free quiz

The twelve archetypes

Meet the whole circle

The Oracle

You see what others miss, and you say it clearly.

The Alchemist

You turn what’s stuck into something new.

The Muse

You make things that make people feel something.

The Healer

You make people feel safe enough to grow.

The Sovereign

You lead, and people feel safe following.

The Warrior

You fight for the people you serve.

The Wayfinder

You go first, and help others find their own path.

The Sacred Rebel

You break the rules that don’t serve people.

You’re here

The Enchantress

You make people fall in love, with you and with themselves.

The Spark

You bring the joy, and the work gets done.

The Hearth Keeper

You make people feel at home.

The Dawn

You bring hope and a fresh start.