Artemis
Greek myth
Goddess of the wild, the hunt and the moon, who kept her freedom and protected young women.
Brand AlchemyThe twelve archetypes
Brand archetype · Freedom and discovery
You go first, and help others find their own path.
In classic terms, the Wayfinder is closest to the Explorer brand archetype, also called the Seeker or the Adventurer.
Is this you?
People see you as curious, independent and a little restless in the best way. You try new things before everyone else, and clients come to you for fresh ideas and permission to do it their own way.
What you want most
Freedom, discovery and a life that fits.
Your highest value
Discovery. You’re at home in the unknown, and you make new paths feel possible.
Who you draw in
Independent spirits who want a business and a life that fit them, even if it looks different from everyone else’s.
In classic terms
The classic Explorer
The Explorer brand archetype craves freedom, discovery and the open road. An Explorer brand celebrates independence and authenticity, and it speaks to people who feel boxed in by the usual way of doing things. Its promise is simple: there’s more out there, so go and find it.
The Wayfinder’s twist
The Wayfinder is my take on the Explorer, with a guiding light. You don’t just roam, you go first and help others find their own path. Artemis, Skadi and Hina bring the wild woods, the high snowy places and the journey to the moon, so your sense of adventure comes with a compass.
Your muses
Greek myth
Goddess of the wild, the hunt and the moon, who kept her freedom and protected young women.
Norse myth
Goddess of mountains, winter and skiing, who chose the high snowy places over the halls of the gods.
Polynesian traditions
A goddess who, in many island stories, journeyed to the moon, where some say she still beats tapa cloth.
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
Curious, open and adventurous, with vivid stories from the road.
There’s more than one way up this mountain. Let’s find yours.
Do
Try not to
Your look
Colors
Forest green, sky blue, sand and sunset orange.
Imagery
Open landscapes, roads, maps, horizons and people outdoors in motion.
Type
A clean, open sans with plenty of air, perhaps with a rugged accent font.
Your shadow
Under stress, the Wayfinder can chase the next shiny thing, avoid commitment or leave projects half-finished.
How to work with it. Pick a direction for one season. Freedom grows from the paths you finish walking.
What to create
Words that fit
AdventurousFreeIndependentWildFreshOpenBroad-mindedPioneeringFlexibleSpaciousAiryNatural
Brand Alchemy
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 quizThe twelve archetypes
You see what others miss, and you say it clearly.
You turn what’s stuck into something new.
You make things that make people feel something.
You make people feel safe enough to grow.
You lead, and people feel safe following.
You fight for the people you serve.
You go first, and help others find their own path.
You’re hereYou break the rules that don’t serve people.
You make people fall in love, with you and with themselves.
You bring the joy, and the work gets done.
You make people feel at home.
You bring hope and a fresh start.