Archetype

An archetype is defined as: “A primitive mental image inherited from the earliest human ancestors, and supposed to be present in the collective unconscious.” –– Carl Jung, Archetypes and the Collective Unconscious

SAGE ARCHETYPE

Core desire: the discovery of truth

Goal: to use intelligence and analysis to understand the world

Greatest fear: being duped, misled; ignorance

Strategy: seek out information and knowledge; become self-reflective and understand thinking processes

Trap: can study issues forever and never act

Gift: wisdom, intelligence

BRAND CULTURE

Sage archetype believes in spreading wisdom, seeking nothing but the truth and sharing knowledge.

The main goal of a sage archetype brand is to use intelligence and analysis to understand the world.

The brand culture is freedom of thought, conversation and problem solving.

USING THE ARCHETYPE

Steer strives to research and use analysis to bring together the best options for its users and believes in problem solving through conversation as one of its key qualities.

Hence while desinging any collaterals referring to the archetype is a must, to follow its brand values, tone of voice and design language.

THE BRAND VISUAL IDENTITYT H E IDENTITY VISUAL IDENTITY

The visual identity of steer has been carefully designed keeping it’s target audience and their headspace in mind, and therfore is simple and clean.