15. Archetypes in Branding - HDC

Speaker


Description
"In an age in which many people crave a deeper sense of connection to their work and want business to demonstrate greater integrity and accountability, the creative and mindful attention to archetypes can facilitate a more authentic, holistic and human way of being in business." – from Archetypes in Branding: A Toolkit for Creatives and Strategists by Margaret Hartwell and Joshua Chen

While many people have some familiarity with archetypes, most are still unsure or unaware of their role in decision making, motivation, relationships and, by extension, in branding. Becoming familiar with archetypes can help guide your communications, strategy and design initiatives. In this session, Margaret Hartwell and Joshua Chen will demystify the concept of archetypes in strategy and design. You'll hear real-world examples and learn more about the powerful role that archetypes can play in the creation and management of an integrated and authentic brand.