The Idealist

Brand Archetype

The Idealist brand archetype inspires us to look to the future and dream of something more and something better. She is a gentle force of nature that triggers the unlimited potential of new beginnings. Her optimism and eternal youth provides the fuel to help us move towards the future we wish to create.

The Idealist is the bridge that connects the present with tomorrow, because without hope, we wouldn’t have the courage or desire to dream of a new and better life, nor would we have the energy needed to move towards it.

The Idealist

is also known as the

The main purpose

of this brand archetype

The main purpose of the Idealist brand archetype is to provide a bridge from the present to our “dreamt of” future. Hope is a vital ingredient in creating the better future of our dreams. Without it, we wouldn’t be able to take action out of fear, overwhelm or doubt.

Doing Business

+ marketing

Best suited for
  • The types of businesses best suited to the Idealist brand archetype are coaches who work with a positive, hopeful and gentle approach.
  • Any business whose products and services are youthful, wholesome, pure and light-hearted.
Marketing niche
  • The Idealist appeals to clients who are looking for simple and straightforward solutions to their problems.
  • They prefer businesses, services and products that are unpretentious, with a positive and upbeat vibe.
  • Because they may feel stuck or overwhelmed, they want inspiration, motivation, and uncomplicated resources to help them move forward towards their goal.
The Idealist

“And suddenly you know: It's time to start something new and trust the magic of beginnings.”

~ Meister Eckhart ~

+ weaknesses

At her best...
She believes in helping others dream and create a better future. She is happy, optimistic and always sees the silver lining.
At her worst...
She can be childish, naive and fanciful. Sometimes people can take advantage of her, or misunderstand her youthful qualities and try to save or protect her.
Traits & attributes

of this brand archetype

  • Hopeful
  • Cheerful
  • Youthful
  • Young-at-heart
  • Optimistic
  • Delightful
  • Unpretentious
  • Kind
  • Future-Oriented
  • Curious
  • Wholesome
  • Trusting
  • Honest
  • Tender-hearted
  • Sweet
  • Subtle
  • Shy
  • Delicate
  • Simple
  • Gentle
  • Subtle
  • Nurturing
  • Soft
  • Idealistic


idealist tall / Design for Creative Souls
Archetypes in Branding

Resources for your journey

Spotify PlayList

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


Images for the Idealist you can use in your branding & graphic design. From Pexels & Unsplash.

Pinterest Board

A Pinterest board of images, themes and inspiration representing  the Idealist Brand.

  • 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 Hopeful Initiator
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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