In this episode, we kick off the Design Frameworks series, diving into brand strategy tools and whether they actually work for independent designers and studios. Today’s focus: Brand Archetypes—the classic framework introduced in 2001 by Margaret Mark and Carol Pearson, inspired by Carl Jung’s 12 archetypes (like the Hero, Lover, and Jester).
We explore:
- Why big brands used archetypes—to differentiate portfolios (think Dove as the Caregiver vs. Axe as the Hero).
- Why they fell out of favor post-2015—because modern brand personalities need more nuance than "We're the Lover."
- What works better today—defining a brand’s personality with pointy adjectives rather than relying on broad archetypes.
So—should you use archetypes?
✅ Yes—for big companies managing multiple brands to avoid overlap.
❌ No—for single-brand projects, where specificity and originality matter more. The key takeaway: Don’t default to archetypes—use them thoughtfully. Your brand’s personality should be multidimensional, not a one-note cliché.
🎯 Want to learn the frameworks top agencies actually use? Join the waitlist for my upcoming training at nikaworlund.com. Have questions? DM me on Instagram @nikaworlund or find me on LinkedIn as Nika Worlund.

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