Graphic Design & Web Development

Design - from all angles

A blog about design, though not in the strictest sense of the word. Marketing / branding resources and musings of a web and graphic designer who sees the world through Pantone-colored glasses and a 12-column responsive grid. {Subscribe to the RSS feed here: RSS}

Brand Archetype FAQ: Do my target customers have the same archetype as my brand?

Nyla Smith | Thursday, August 31, 2017

We’ve heard the familiar saying “opposites attract” but we've also heard “like attracts like.” When it comes to brand archetypes, which is true regarding our target audience? Read Article »

Brand Archetype FAQ:“How can I stand out from my competition if we’re the same brand archetype?"

Nyla Smith | Tuesday, June 27, 2017

So this is a pretty frequent question, because, well, do the math, right? There are only 12 brand archetypes and…. hundreds (thousands?) of others in your industry. So, how do you differentiate from your competitors who may also be the same archetype as you? Read Article »

Brand Archetype FAQ:“The what, the why, or the how – which determines my archetype?”

Nyla Smith | Friday, May 26, 2017

The brand archetype quiz gives you your top three results. Inevitably, it will be some combination of your what, how, and why. How do you make sense of this? Read Article »

Interview with a Lover Brand: McAllister Writing & Editing

Nyla Smith | Wednesday, August 31, 2016

“Lovers thrive on authenticity and genuine human connections, and that is our strength. When we talk to others about ourselves or our businesses, our passion and dedication shine through and draw people to us.” Read Article »

Lessons from the Creation of the 2016 Olympics Logo

Nyla Smith | Thursday, July 28, 2016

With the summer Olympics right around the corner, I’m sure you’re excited to watch the world’s best in swimming, volleyball, and gymnastics. And the one player making an appearance at every sport? The Olympics logo, of course. Read on for the fascinating story of how the official Rio 2016 logo and font came to be, and some lessons you can learn from the process.  Read Article »

Brand Archetypes — Meet the Outlaw

Nyla Smith | Tuesday, June 07, 2016

We all have a wild side, and the Outlaw brand archetype taps into our deep desire for nonconformity, to the point of rebellion. The Outlaw throws aside societal norms and seeks to destroy, if only to build things up again the way they should be. Viva la revolución! Read Article »

Brand Archetypes — Meet the Ruler

Nyla Smith | Tuesday, May 24, 2016

Just think where we’d be without structure and order in our lives. While power, control, and authority may be easy to abuse, chaos still needs to be managed. Brands that are able to provide the world with the security and stability we all desire are the ones that earn the title of Ruler. Read Article »

Brand Archetypes — Meet the Jester

Nyla Smith | Tuesday, May 17, 2016

Who doesn’t like to have fun?! The role of the Jester archetype is to bring everybody together to play and appreciate the joy in life. As the ultimate entertainer, the Jester is able to make people feel good — a feeling that any brand would like to have associated with it. Read Article »

Brand Archetypes — Meet the Everyman

Nyla Smith | Tuesday, May 03, 2016

It seems one of the highest compliments bestowed upon a celebrity is that the superstar “is so down to earth!” The comfort and appeal of knowing that something or someone who is larger than life is actually “just one of us” is the pull of the Everyman archetype, and brands who are relatable in this way will go a long way in capturing the hearts of their consumers. Read Article »

Brand Archetypes — Meet the Explorer

Nyla Smith | Tuesday, April 05, 2016

Finding oneself — self-realization through discovery — is the ultimate goal of the Explorer.  In our Western culture, the Explorer archetype is an undercurrent running through all of society. Brands that spring forth from this current are those that speak to the need for freedom, adventure, and independence.
 Read Article »


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