Your Company’s Brand Archetype
Citizen
Advocate, Networker, Everyday-normal-person
Step 1: Verify Your Archetype
Your business decisions are driven by a sense of personal integrity. Your values are deeply rooted and focus on supporting equality and maintaining a role as a responsible member of your community. You see others as equals and are not out for personal gain. You find value in the collective and trust the inherent good of humanity.
Strengths
Stewardship, altruism and respect. Equality and fairness. Hard-working and people-oriented. A naturally good listener.
Challenges
Being apathetic or presenting an air of self-righteousness. Rebelliousness and recklessness.
Primary Motivation
Social belonging, community building
Audience Appeal
Best suited for audiences looking for a place to belong. You help people feel comfortable and connected with others.
Examples
Rachel Ray, Chris Anderson (curator of TED), Rosa Parks
Quote
“You have everything you need to build something far bigger than yourself.”
– Seth Godin, In Tribes
Citizen Brand Examples
See how other brands have translated these strengths into visual design.
Click to enlarge images
3S, designed by HAM, features bold colors and minimalist geometric shapes to appear friendly and energetic.
Harbourvore, designed by Seachange, features a bold orange color, silly nautical illustrations and a playful name.
Mixt, designed by Character, uses a geometric logo and casual photography style to convey transparency.
Step 2: Align your Brand’s Visual Design with your Archetype
Our Lean Design Kits are the fastest way to launch a professional brand across print and screen. These ready-to-use brand guidelines are made to match your archetype, allowing your startup to build a scalable brand within hours, for a fraction of the cost of hiring a professional designer. Share the Design Kit with your teammates or contractors, and use the step-by-step instructions to keep your brand consistent across tools like Squarespace, MailChimp, Stripe and more.
Citizen Design Kits
Available in 5 color options with both light and dark themes. All Design Kits: $2,700
Included in Every Design Kit
Font Selections & Hierarchy
Give your documents and website an instant facelift with exact instructions for styling text: font, weight, sizes and color for headings, paragraphs, and more.
Versatile Color Palette
Keep brand colors consistent across print, screen and swag with professionally selected colors. Listed in Pantone, RGB, CMYK, HEX, HSB and HSL formats.
Image Style
Images play a central role in your look & feel, and in your ability to communicate. Learn how to select photos or illustrations to complete your polished look.
Swag Selection
Spread the word about your company with branded gear. We’ve done the shopping for you with recommendations for soft tees to fit your values and budget.
Icon Style
Icons relay concepts quickly and catch users’ eyes as they scan through information. We include a selection of icon families to embellish your work.
Step-by Step Instructions
Our detailed instructions and examples help you style your collateral, swag, products & websites. Industry secrets and lifetime updates included.
✔️ Brand Launch Checklist
✔️ Design Kit Implementation Checklist
✔️ Matching One Sheet Template
✔️ Supports Light & Dark Themes
✔️ Tested for Accessibility Standards
✔️ Cloud-based—always in sync
Two 30-min Consultations
Get brand-building guidance from Founder & Design Strategist, Kari Kay. Choose when to use your consultations within 90 days of purchase.
Kari brings nearly 20 years of professional brand and product design experience, working across Fortune 100s, Fortune 500s, mid-market enterprises, small businesses, NGOs and startups in a variety of industries.
