Your Company’s Brand Archetype
Innocent
Dreamer, Idealist, Muse
Step 1: Verify Your Archetype
Above all, you maintain an optimistic view. You seek ideals and the promise of paradise. Free from corruption, others value your image of purity and virtuousness. You are associated with flawlessness, cleanliness and a natural, unvarnished beauty. You may conjure up a sense of nostalgia or a desire for simpler times. Your most powerful expression is the ability to embody a sense of renewal or unity.
Strengths
Sense of wonder that gives way to a freedom from preconceptions. Wholesomeness, honesty and purity. Unconditional love. Spontaneity.
Challenges
Being perceived as naïve. Tendency to avoid confrontation or repress problems. Fear of punishment for something wrong or bad. Frequent retreats into fantasy.
Primary Motivation
The pursuit of happiness and promise of paradise
Audience Appeal
Best suited for audiences looking for a return to simplicity, purity or possibility. You help people feel at ease and awaken their playful, more imaginative side.
Examples
Wilbur (Charlotte’s Web), Audrey Hepburn, Abraham Lincoln
Quote
“Nothing is impossible. The word itself says ‘I’m possible!’”
– Audrey Hepburn
Innocent Brand Examples
See how other brands have translated these strengths into visual design.
Click to enlarge images
Heyday, a device accessories brand designed by Collins, exudes lightheartedness: a bubbly font, peppy colors and personifying details, like hang holes turned into a smiley face.
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.
Innocent 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.
