Strategy is easier when it has a character.
Branding Saga is a field guide for building brands that feel coherent, memorable and deeply human.
Archetypes are familiar patterns of human motivation.
We recognise the Hero's courage, the Caregiver's warmth and the Outlaw's defiance before anyone explains them. In branding, these patterns give teams a shared creative compass, not a costume.
How to use this site
- Find the motivation. Start with what your audience wants to feel, not which page looks coolest.
- Study both halves. Visual identity sets the scene. Verbal identity gives the character a voice.
- Make it your own. Borrow principles, never a personality wholesale. Your story should still be unmistakably yours.