Your Company’s Brand Archetype


Visionary, Magician, Mysterious Showman

Step 1: Verify Your Archetype

You are known as being a dynamic visionary and a catalyst for change. You are highly intelligent, able to view the world through many different lenses. You’re curious about how things work and are a natural at idea generation and cross-pollination. You believe that changing your world begins with changing your own attitudes and behavior—this practice gets you results outside of the ordinary rules of life. You turn masterful ideas into reality.

Innovator Brand Examples

Click to enlarge images

Plume, a smart home brand designed by Character, is overtly futuristic, featuring metallic colors and delicate typefaces to soften an otherwise technical look.

Novo, a healthcare brand designed by Mast, emphasizes movement using wavy lines and active photography, complemented by elegantly bold colors and modern typeface.

North, a smart glasses brand designed by Character, uses sparse graphics, clean typefaces and dark photos to create an air of mystique to intrigue first adopters.

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.

Innovator Design Kits

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

Need help selecting a Design Kit?

Free Consultation