The Creator

Brand Archetype

The Creator is unconventional and always looks for original and authentic ways to express herself. This expression can come through traditional artistic forms like visual art, writing, music, dance and performance.  But the archetype can also show up anywhere and with anyone who looks at the world in unique and different ways and has an intense desire to create something from nothing. Through her ingenuity, inventiveness, imagination and risk-taking boldness, she can inspire others to find and follow their own creative spark.

The Creator

is also known as the...

The main purpose

of this brand archetype

The main purpose of the Creator brand archetype is to create new forms of self-expression that did not exist before. Her purpose is to create something new out of nothing, to make manifest her dreams, visions and imagination – and bring them into the real world.

Doing Business

+ marketing

Best suited for
  • The types of businesses best suited to the Creator brand archetype are artists, performers and storytellers of all kinds.
  • This brand is perfect for creativity coaches and art therapists.
  • It is ideal for businesses that sell products or services that help foster creativity, self-expression and innovation.
Marketing niche
  • The Creator archetype appeals to clients who are seeking ways to be more creative and foster their own self-expression.
  • It also appeals to clients attracted to the DIY, or “do it yourself” mindset.
The Creator

“Creativity is the way I share my soul with the world.”

~ Brené Brown ~

+ weaknesses

At her best...

She is a walking personification of imagination, curiosity and self-expression. Her life mission is continually seek out news ways to express herself. Because of this, she helps others find their own creative spark. She promotes authentic self-expression and through the way she lives her life, she inspires others to imagine, create and invent.

At her worst...

She is a perfectionist and has a fear of not being original. This attitude, when taken to the extreme can consume her life as she compares herself to others to see if she is more unique, more different, more special, etc. than anyone else.  She has a hard time creating anything for fear of being rejected or seen as a fraud.

Traits & attributes

of this brand archetype

  • Creative
  • Imaginative
  • Artistic
  • Expressive
  • Inventive
  • Visionary
  • Idea Generator
  • Curious
  • Inspired
  • Inspiring
  • Risk-taker
  • Open-minded
  • Bold
  • Striking
  • Confident
  • Intense
  • Original
  • Authentic
  • Refined Visual Aesthetic
  • Non-conformist
  • Unusual
  • Independent
  • Passionate
  • Unexpected
  • Experimental
  • Intuitive
  • Vocal
  • Communication


The Creator Brand Archetype
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that add “flavor” and helps to personify the Creator brand archetype.


Images for the Creator brand for your branding & graphic design. From Pexels & Unsplash.

Pinterest Board
A Pinterest board of images, themes and inspiration representing  the Creator brand archetype.
  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
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The Creator
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype.

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