Creator Brand Archetype
Handcrafting a Nuanced Visionary Brand (with Design Examples)
Inherently nonconformist, original and inventive, the Creator Brand Archetype is one of Jung’s 12 Brand Archetypes.
If you’re wondering, how can you build a Creator brand that embraces nuance and deeply connects with your people, you’ve come to the right place.
Many of the entrepreneurs and businesses who reach out to me feel confused about how to create a multifaceted, nuanced Creator brand that feels unique to them.
So I decided to create this guide, just for you.
Creator archetype in branding: What is it?
Let’s first dive into the Creator brand persona in its pure, undiluted form.
Creator archetype symbolism
Rooted in passion for expressing individuality through physical manifestation, the Creator archetype represents the instinctual drive to imagine, innovate, and manifest ideas.
The Creator archetype brand exudes an unmistakable sense of creativity and originality. Creator energy exists everywhere, from the way we decorate our spaces to the way we reinvent ourselves.
Creators express themselves through what they purchase and surround themselves with – an appreciation of art, beauty and excellence in design, from the art gallery to the home and kitchen tools.
The Creator’s…
DESIRE: Create something of enduring value
GOAL: Give form to a vision
FEAR: Having a mediocre vision or execution
TRAP: Perfectionism, miscreation (of something bad or wrong)
GIFT: Creativity & imagination
STRATEGY: Create culture & express individual vision
Businesses that embody a healthy Creator archetype foster a culture that nurtures and encourages creativity and prioritises experimentation in the pursuit of breakthrough innovations. They embrace the role of a trailblazer, inspiring their customers to become co-creators in shaping the future.
In The Hero & The Outlaw, Margaret Mark talks about 5 Creator Levels:
THE CALL: Daydreams, fantasies, flashes or inspiration
LEVEL 1: Being creative or innovative in imitative ways
LEVEL 2: Giving form to your own vision
LEVEL 3: Creating structures that influence culture & society
THE SHADOW: Overly dramatizing your life, living a soap opera
“Okay, the Creator Brand Archetype sounds like what I’m going for. What next?”
If the Creator archetype feels like a good fit, amazing! Before we get too deep into the world of Jung and the Creator archetype, I want to share a little secret as a Branding Expert: Being too tethered to Jung’s original psychology and clinging to one single generic archetype will shoot your brand in the foot.
Why? Humans connect with humans. We are all unique combinations of our innate natures and experiences.
As a result, our brands need to reflect what our businesses bring to the table in an authentic way. We build trust by aligning our presentation with our business experience (behaviour).
I’m sure you’ve noticed many brand strategists insist on a rigid approach to brand strategy. They teach their clients that a business has to wholeheartedly embody one single archetype, perhaps with a secondary support, paving the way for generic sameness.
But embodying one single archetype leads to generic brands that don’t connect with anyone. Especially if you want to stand out from your competitors in a saturated market that is continually growing.
It is human nature to explore and meld ideas together in new interesting ways. Evolution is inevitable!
Yes, we do need to narrow the field to make sure that we have a style and personality to embody. We cannot be all things to all people.
But we can and should create beautiful, unique combinations that allow us to embrace what sets us/our business apart, instead of feeling guilt or shame at not perfectly fitting into the current boxes.
When we begin to think about what drives us, how we approach problems, our unique way of delivering our services, products or solutions… a more fascinating brandscape begins to take shape.
Brand archetypes offer a method to explore your brand, not a dogma to rigidly follow.
The best brand identities, the ones that will feel truly unique, authentic and connect with your audience, are always a multi-faceted combination of archetypes.
A strong brand strategy, rooted in a curated duo or triad of archetypes, is what will give your brand clarity while differentiating you from your competitors.
“Elise managed to draw my personal brand out of me like some kind of magic. With her guidance through archetype reflection, my brand is now so authentically me!
“Elise is one of those rare talents. I know she has produced for my business the most original and creative branding in my industry.
My favourite part of her branding process was finding out my Archetypes. This approach was so impactful but also a lot of fun! I learnt so much about myself, what makes me unique, and how I was going to show up and most of all, stand out in my industry. The experience made me feel so much more connected to my business and my brand.
Now, because my brand has been built on the foundation of my own, unique archetypes, every time I send an email with my signature, share a link to my website, or produce a document with my branding, I feel proud to, because it’s beautiful, professional, it’s authentic and it feels like me. The confidence that that gives you as a business owner, is priceless. Branding undoubtedly gives you that edge that never stops returning on its investment.
If you’re on the fence, get off – Elise is worth her weight in gold.“
– Shanley King – Art of Wealth Co.
As you bring more dimensionality to your brand, you’ll foster more trust because you’re being more human.
Practical questions to help you identify if your brand is a Creator brand
Is Your Brand a Creator? Let’s talk about brand values now.
Ask yourself: Is the goal of your company to cultivate a culture of innovation and bring forth new and groundbreaking ideas? Does your brand prioritise originality, imagination, and pushing the boundaries of what’s possible to create a lasting impact? If yes, it is very likely your brand has Creator energy.
To attract the right customers, maintain their trust and get the most from your marketing dollars, you should do all you can to communicate this philosophy to your customers.
“You helped me to understand myself AND my business and how I could marry the two together so that my business branding was speaking for me and through me.
The brand archetypes were a huge part of bringing that to light for me. I definitely felt more aligned and connected with what we were building and my business vision.“
– Elise Osborne – Helping Hearts Psychology
To diagnose the true motivator behind your brand (which is the crucial first step to discover your most aligned brand archetypes), take my brand motivator quiz.
How to make your Creator brand identity truly memorable and unique
In my work with my clients, I always work to help them claim a combination of archetypes, rather than a single one. Since Jung’s brand archetypes are naturally fluid and flow across one another, there are endless ways to blend them together.
For example, one wing might look like a Motivator (an archetype that highlights how you want to make people feel) and one wing might be your Approach (how you deliver that feeling). Different combinations of archetypes can create vastly different brand identities.
“I’m so in love with Elise and the recent brand strategy work she did for me! I was over the moon with the results and it really felt like she got EXACTLY what the core of my brand was, and developed it in a concise, strong and cohesive way.
I’m so glad I engaged with her to bring my new website to life – I feel like I’ve learned so much and have a much clearer view on what I’m about! I highly recommend her wherever you are in the branding process – whether you’re just starting out, or if you’re refining your brand and taking it to the next level like me. Thank you Elise, you’re a superstar!!”
– Danee – Killer Queen Creative
If there’s one thing I want you to take away from this article, it’s to let go of your preconceptions about what a certain brand archetype must look like.
Creator archetype and brand differentiation
Jung proposed a variety of different subcategories for the Creator archetype, each reflecting a different dimension of the Creator. We can use these to add layers of nuance to a Creator brand.
Artist
Creator
Entrepreneur
Storyteller
Visionary
Leveraging these will help you bring more nuance to your Creator brand identity. Ideally, you will go further than this and blend multiple archetypes together without leaning into cliche characteristics.
Creator archetype and target audience
Visionary, bold and iconoclastic, the Creator archetype delivers a customer experience that feels fresh and imaginative.
Driven to create a new world that is more beautiful and expressive, Creators desire freedom and want to leave a creative legacy that will endure.
Using insight, empathy and compassion to bridge between the conscious and the collective unconscious, the Creator brand can be quirky, off-beat and iconoclastic with a non-conformist, rebellious streak. Driven by a desire to ‘create something new’, the Creator understands the importance of staying ahead of trends and proactively adapting to changing customer needs and preferences.
Innovative industries like technology and electronics, fashion and apparel, entertainment and media, food and beverage, art and design, and creative online entrepreneurs often exude Creator energy. Think traditional artist products like artist tools, paints and markers to digital apps that empower creativity, ‘create your own’ food kits, and tools to help people ‘create’ in the kitchen or garden.
Workshops, kitchens, gardens, and social clubs are typical Creator spaces – anywhere creative projects can take place.
Their key unique trait is that Creators care about creating something new and different. For example, consider a Painter. It’s not just the act of painting itself. It’s about creating a new style of painting or using a new medium, just for the sake of creating something from their unique imagination to prove ‘I’m imaginative and different.’
Strengths and weaknesses of the Creator Archetype in marketing and advertising
In order to create a Creator brand that resonates, my best advice is to inspire, lead the way with originality, and encourage unapologetic creative expression.
Creator brands collaborate and find new ways to be creative, surprise and delight audiences, and show people ways to break through conformity and create their own world.
Creator branding examples
Here are examples of the Creator archetype in marketing and design in the wild.
While this brand often comes up under the ‘Magician’ archetype, I personally think Apple’s brand core is best aligned with the Creator. With each meticulously crafted product, they’ve innovated and refined their slice of the tech industry, and have hugely influenced and shaped the world we live in today.
With its beautiful tools, huge range of colours and quality products, MAC Cosmetics empowers self-expression with its tools and the permission to wear makeup in our own way.
Here are some of the Creator brands I’ve had the pleasure of working with.
My work with Danee, founder of Killer Queen, included Creative Consulting and Brand Strategy.
Brands that lead with the Creator archetype tend to be very involved in the creation process. They love to create and will bring that energy to project work. As a Creator business owner, Danee was creatively proactive and super passionate about her business.
Ciaran, the founder of Pacer Solutions, was passionate and creative with loads of positive energy. He loves to jump in and bring structure to his clients’ businesses in a creative way.
Designing for the Creator archetype
Creator archetype and visual branding
In general, Creator archetype visuals can be described as vibrant, expressive, energetic and full of life.
When it comes to brand storytelling, the graphics should capture people’s imagination and show originality or innovation. Ideally, the images should be imaginative with attention to quality and originality.
Here is a curated Pinterest board I’ve created for the Creator archetype.
Creator archetype design and colour psychology
The Creator’s goal is to bring forth beauty. Colour palettes may borrow inspiration from a currently trending style, but will always incorporate an original twist. Palettes can range from multiple bright colours to a subtler mix that’s unique in how it’s coordinated.
This eclectic and playful approach to colours can create a truly unique, expressive style. To pull these colours together in a sophisticated way and achieve the desired masterpiece, the colours must be well-balanced.
A word on the Creator archetype design and colour psychology
The use of colour in your brand design instantly affects the emotions and moods of the people viewing your brand.
Planning out your brand’s colour scheme can be challenging. I have two practical tips for you: 1) I recommend using primary and secondary colours that contrast well and 2) not being afraid to break traditional colour schemes in your industry.
Corporate colour schemes tend to be minimal while creative brands can include more colours.
If you know your audience belongs to a certain culture, always consider the meaning of the colours you choose within the context of that culture.
Creator archetype and typography
The Creator brand gravitates to expressive fonts with a bespoke custom feel. Think painterly fonts that mimic the feel of a hand-drawn paintbrush, handwritten, bold and playful fonts that contain unusual shapes or ligatures (connecting details).
Creator archetype and photography
Expressive and captivating, the Creator archetype photography style should showcase your process, your tools, and your creative development. Ideally, it should present who you are and how you live, your environment, interests, and inspire people with your actions.
Creator archetype and brand messaging
The Creator archetype brand voice is bold and visionary.
Their voice says: “Unleash your imagination and dare to create something extraordinary.”
Branding with the Creator archetype – Practical tips
Here are actionable tips to bring your Creator brand to life with visual storytelling techniques.
Tips for showcasing your Creator brand on Instagram
- Establish a distinct and cohesive colour scheme for your Instagram feed and keep your Grid consistent.
- Find innovative ways to present your creations, whether it’s through showcasing your products in unique settings or unveiling the creative process behind them.
- Share behind-the-scenes glimpses, from the conception of an idea to the final product.
- Partner with influencers or other creators who share your target audience or have a similar creative aesthetic. Collaborative content can introduce your brand to new audiences and strengthen your brand identity.
- Host live tutorials and demos where you showcase your creative process, offer DIY tips, or demonstrate how to use your products.
- Introduce your followers to the sources of your inspiration and the creators who influence your work. This can provide insights into your creative process and expose your brand to like-minded communities.
Curious to discover your Brand Archetype? Start by taking this quiz to uncover your Core Motivator.
Pass the Salt, founded by Elise Elliott, is a branding studio devoted to shaking up brand strategy, design and creative direction for entrepreneurial dreamers, doers and shakers who smirk at rules and high-five at the adventure of exploration.
Elise’s branding framework helps clients find language for their authentic business identity, connect with their dream audience and find greater ease in their business.
Creator Brand Archetype
Handcrafting a Nuanced Visionary Brand (with Design Examples)
Inherently nonconformist, original and inventive, the Creator Brand Archetype is one of Jung’s 12 Brand Archetypes.
If you’re wondering, how can you build a Creator brand that embraces nuance and deeply connects with your people, you’ve come to the right place.
Many of the entrepreneurs and businesses who reach out to me feel confused about how to create a multifaceted, nuanced Creator brand that feels unique to them.
So I decided to create this guide, just for you.
Creator archetype in branding: What is it?
Let’s first dive into the Creator brand persona in its pure, undiluted form.
Creator archetype symbolism
Rooted in passion for expressing individuality through physical manifestation, the Creator archetype represents the instinctual drive to imagine, innovate, and manifest ideas.
The Creator archetype brand exudes an unmistakable sense of creativity and originality. Creator energy exists everywhere, from the way we decorate our spaces to the way we reinvent ourselves.
Creators express themselves through what they purchase and surround themselves with – an appreciation of art, beauty and excellence in design, from the art gallery to the home and kitchen tools.
The Creator’s…
DESIRE: Create something of enduring value
GOAL: Give form to a vision
FEAR: Having a mediocre vision or execution
TRAP: Perfectionism, miscreation (of something bad or wrong)
GIFT: Creativity & imagination
STRATEGY: Create culture & express individual vision
Businesses that embody a healthy Creator archetype foster a culture that nurtures and encourages creativity and prioritises experimentation in the pursuit of breakthrough innovations. They embrace the role of a trailblazer, inspiring their customers to become co-creators in shaping the future.
In The Hero & The Outlaw, Margaret Mark talks about 5 Creator Levels:
THE CALL: Daydreams, fantasies, flashes or inspiration
LEVEL 1: Being creative or innovative in imitative ways
LEVEL 2: Giving form to your own vision
LEVEL 3: Creating structures that influence culture & society
THE SHADOW: Overly dramatizing your life, living a soap opera
“Okay, the Creator Brand Archetype sounds like what I’m going for. What next?”
If the Creator archetype feels like a good fit, amazing! Before we get too deep into the world of Jung and the Creator archetype, I want to share a little secret as a Branding Expert: Being too tethered to Jung’s original psychology and clinging to one single generic archetype will shoot your brand in the foot.
Why? Humans connect with humans. We are all unique combinations of our innate natures and experiences.
As a result, our brands need to reflect what our businesses bring to the table in an authentic way. We build trust by aligning our presentation with our business experience (behaviour).
I’m sure you’ve noticed many brand strategists insist on a rigid approach to brand strategy. They teach their clients that a business has to wholeheartedly embody one single archetype, perhaps with a secondary support, paving the way for generic sameness.
But embodying one single archetype leads to generic brands that don’t connect with anyone. Especially if you want to stand out from your competitors in a saturated market that is continually growing.
It is human nature to explore and meld ideas together in new interesting ways. Evolution is inevitable!
Yes, we do need to narrow the field to make sure that we have a style and personality to embody. We cannot be all things to all people.
But we can and should create beautiful, unique combinations that allow us to embrace what sets us/our business apart, instead of feeling guilt or shame at not perfectly fitting into the current boxes.
When we begin to think about what drives us, how we approach problems, our unique way of delivering our services, products or solutions… a more fascinating brandscape begins to take shape.
Brand archetypes offer a method to explore your brand, not a dogma to rigidly follow.
The best brand identities, the ones that will feel truly unique, authentic and connect with your audience, are always a multi-faceted combination of archetypes.
A strong brand strategy, rooted in a curated duo or triad of archetypes, is what will give your brand clarity while differentiating you from your competitors.
“Elise managed to draw my personal brand out of me like some kind of magic. With her guidance through archetype reflection, my brand is now so authentically me!
“Elise is one of those rare talents. I know she has produced for my business the most original and creative branding in my industry.
My favourite part of her branding process was finding out my Archetypes. This approach was so impactful but also a lot of fun! I learnt so much about myself, what makes me unique, and how I was going to show up and most of all, stand out in my industry. The experience made me feel so much more connected to my business and my brand.
Now, because my brand has been built on the foundation of my own, unique archetypes, every time I send an email with my signature, share a link to my website, or produce a document with my branding, I feel proud to, because it’s beautiful, professional, it’s authentic and it feels like me. The confidence that that gives you as a business owner, is priceless. Branding undoubtedly gives you that edge that never stops returning on its investment.
If you’re on the fence, get off – Elise is worth her weight in gold.“
– Shanley King – Art of Wealth Co.
As you bring more dimensionality to your brand, you’ll foster more trust because you’re being more human.
Practical questions to help you identify if your brand is a Creator brand
Is Your Brand a Creator? Let’s talk about brand values now.
Ask yourself: Is the goal of your company to cultivate a culture of innovation and bring forth new and groundbreaking ideas? Does your brand prioritise originality, imagination, and pushing the boundaries of what’s possible to create a lasting impact? If yes, it is very likely your brand has Creator energy.
To attract the right customers, maintain their trust and get the most from your marketing dollars, you should do all you can to communicate this philosophy to your customers.
“You helped me to understand myself AND my business and how I could marry the two together so that my business branding was speaking for me and through me.
The brand archetypes were a huge part of bringing that to light for me. I definitely felt more aligned and connected with what we were building and my business vision.“
– Elise Osborne – Helping Hearts Psychology
To diagnose the true motivator behind your brand (which is the crucial first step to discover your most aligned brand archetypes), take my brand motivator quiz.
How to make your Creator brand identity truly memorable and unique
In my work with my clients, I always work to help them claim a combination of archetypes, rather than a single one. Since Jung’s brand archetypes are naturally fluid and flow across one another, there are endless ways to blend them together.
For example, one wing might look like a Motivator (an archetype that highlights how you want to make people feel) and one wing might be your Approach (how you deliver that feeling). Different combinations of archetypes can create vastly different brand identities.
“I’m so in love with Elise and the recent brand strategy work she did for me! I was over the moon with the results and it really felt like she got EXACTLY what the core of my brand was, and developed it in a concise, strong and cohesive way.
I’m so glad I engaged with her to bring my new website to life – I feel like I’ve learned so much and have a much clearer view on what I’m about! I highly recommend her wherever you are in the branding process – whether you’re just starting out, or if you’re refining your brand and taking it to the next level like me. Thank you Elise, you’re a superstar!!”
– Danee – Killer Queen Creative
If there’s one thing I want you to take away from this article, it’s to let go of your preconceptions about what a certain brand archetype must look like.
Creator archetype and brand differentiation
Jung proposed a variety of different subcategories for the Creator archetype, each reflecting a different dimension of the Creator. We can use these to add layers of nuance to a Creator brand.
Artist
Creator
Entrepreneur
Storyteller
Visionary
Leveraging these will help you bring more nuance to your Creator brand identity. Ideally, you will go further than this and blend multiple archetypes together without leaning into cliche characteristics.
Creator archetype and target audience
Visionary, bold and iconoclastic, the Creator archetype delivers a customer experience that feels fresh and imaginative.
Driven to create a new world that is more beautiful and expressive, Creators desire freedom and want to leave a creative legacy that will endure.
Using insight, empathy and compassion to bridge between the conscious and the collective unconscious, the Creator brand can be quirky, off-beat and iconoclastic with a non-conformist, rebellious streak. Driven by a desire to ‘create something new’, the Creator understands the importance of staying ahead of trends and proactively adapting to changing customer needs and preferences.
Innovative industries like technology and electronics, fashion and apparel, entertainment and media, food and beverage, art and design, and creative online entrepreneurs often exude Creator energy. Think traditional artist products like artist tools, paints and markers to digital apps that empower creativity, ‘create your own’ food kits, and tools to help people ‘create’ in the kitchen or garden.
Workshops, kitchens, gardens, and social clubs are typical Creator spaces – anywhere creative projects can take place.
Their key unique trait is that Creators care about creating something new and different. For example, consider a Painter. It’s not just the act of painting itself. It’s about creating a new style of painting or using a new medium, just for the sake of creating something from their unique imagination to prove ‘I’m imaginative and different.’
Strengths and weaknesses of the Creator Archetype in marketing and advertising
In order to create a Creator brand that resonates, my best advice is to inspire, lead the way with originality, and encourage unapologetic creative expression.
Creator brands collaborate and find new ways to be creative, surprise and delight audiences, and show people ways to break through conformity and create their own world.
Creator branding examples
Here are examples of the Creator archetype in marketing and design in the wild.
While this brand often comes up under the ‘Magician’ archetype, I personally think Apple’s brand core is best aligned with the Creator. With each meticulously crafted product, they’ve innovated and refined their slice of the tech industry, and have hugely influenced and shaped the world we live in today.
With its beautiful tools, huge range of colours and quality products, MAC Cosmetics empowers self-expression with its tools and the permission to wear makeup in our own way.
Here are some of the Creator brands I’ve had the pleasure of working with.
My work with Danee, founder of Killer Queen, included Creative Consulting and Brand Strategy.
Brands that lead with the Creator archetype tend to be very involved in the creation process. They love to create and will bring that energy to project work. As a Creator business owner, Danee was creatively proactive and super passionate about her business.
Ciaran, the founder of Pacer Solutions, was passionate and creative with loads of positive energy. He loves to jump in and bring structure to his clients’ businesses in a creative way.
Designing for the Creator archetype
Creator archetype and visual branding
In general, Creator archetype visuals can be described as vibrant, expressive, energetic and full of life.
When it comes to brand storytelling, the graphics should capture people’s imagination and show originality or innovation. Ideally, the images should be imaginative with attention to quality and originality.
Here is a curated Pinterest board I’ve created for the Creator archetype.
Creator archetype design and colour psychology
The Creator’s goal is to bring forth beauty. Colour palettes may borrow inspiration from a currently trending style, but will always incorporate an original twist. Palettes can range from multiple bright colours to a subtler mix that’s unique in how it’s coordinated.
This eclectic and playful approach to colours can create a truly unique, expressive style. To pull these colours together in a sophisticated way and achieve the desired masterpiece, the colours must be well-balanced.
A word on the Creator archetype design and colour psychology
The use of colour in your brand design instantly affects the emotions and moods of the people viewing your brand.
Planning out your brand’s colour scheme can be challenging. I have two practical tips for you: 1) I recommend using primary and secondary colours that contrast well and 2) not being afraid to break traditional colour schemes in your industry.
Corporate colour schemes tend to be minimal while creative brands can include more colours.
If you know your audience belongs to a certain culture, always consider the meaning of the colours you choose within the context of that culture.
Creator archetype and typography
The Creator brand gravitates to expressive fonts with a bespoke custom feel. Think painterly fonts that mimic the feel of a hand-drawn paintbrush, handwritten, bold and playful fonts that contain unusual shapes or ligatures (connecting details).
Creator archetype and photography
Expressive and captivating, the Creator archetype photography style should showcase your process, your tools, and your creative development. Ideally, it should present who you are and how you live, your environment, interests, and inspire people with your actions.
Creator archetype and brand messaging
The Creator archetype brand voice is bold and visionary.
Their voice says: “Unleash your imagination and dare to create something extraordinary.”
Branding with the Creator archetype – Practical tips
Here are actionable tips to bring your Creator brand to life with visual storytelling techniques.
Tips for showcasing your Creator brand on Instagram
- Establish a distinct and cohesive colour scheme for your Instagram feed and keep your Grid consistent.
- Find innovative ways to present your creations, whether it’s through showcasing your products in unique settings or unveiling the creative process behind them.
- Share behind-the-scenes glimpses, from the conception of an idea to the final product.
- Partner with influencers or other creators who share your target audience or have a similar creative aesthetic. Collaborative content can introduce your brand to new audiences and strengthen your brand identity.
- Host live tutorials and demos where you showcase your creative process, offer DIY tips, or demonstrate how to use your products.
- Introduce your followers to the sources of your inspiration and the creators who influence your work. This can provide insights into your creative process and expose your brand to like-minded communities.
Curious to discover your Brand Archetype? Start by taking this quiz to uncover your Core Motivator.
Pass the Salt, founded by Elise Elliott, is a branding studio devoted to shaking up brand strategy, design and creative direction for entrepreneurial dreamers, doers and shakers who smirk at rules and high-five at the adventure of exploration.
Elise’s branding framework helps clients find language for their authentic business identity, connect with their dream audience and find greater ease in their business.
Comments +