Belonging · Archetype 09
The Jester brand archetype
Mantra: Life's too short to be boring
Visual identity
Key visual: A visual pun with something delightfully in the wrong place.
Super graphic: Oversized squiggles and bursts escaping the grid.
Colour palette
- Primary: Hot Pink #FF3EA5
- Pop: Lemon #FFE600
- Contrast: Electric Blue #2B59FF
- Accent: Lime #9BFF3A
- Outline: Ink Black #111111
Typography
Display: Bungee. Body: DM Sans.
Shapes and motifs
- Blob
- Zigzag
- Burst
- Confetti
- Squiggle
- Triangle
Textures
- Halftone
- Risograph
- Sticker edge
- Flat colour
Motion
Wiggle, bounce, squash-and-stretch.
Do: Make one joke land instantly. Don't: Follow the grid too obediently.
Verbal identity
Desire: Live in the moment with joy. Fear: Being boring. Promise: We make it fun.
Adjectives
playful, cheeky, witty, irreverent, spontaneous, bold, mischievous, lighthearted
Voice
Casual, meme-literate and self-aware. It happily breaks the fourth wall.
Say
- lol, fair
- plot twist
- okay hear us out
Never say
- leverage synergies
- we are pleased to announce
- pursuant to
Word bank
chaos, vibe, plot twist, lowkey, unhinged, oops, snack, legend, main character, no thoughts
Taglines
- Seriously unserious.
- Fun was the plan all along.
- Rules? Never heard of her.
Hooks
- POV: you read the instructions for once
- Ranking things nobody asked us to rank
- 40% useful, 60% vibes
Post ideas
- Industry memes
- Trend reactions
- Fake product launches
- Tier lists
- Self-roasts
Humour
Absurd, self-deprecating, pop-cultural
Our competitors have a strategy. We have snacks and a group chat.
Real world example: Duolingo
An unhinged owl persona and guilt-trip reminders turned a learning app into a meme machine.
Do: Be timely and poke fun at yourself. Don't: Punch down or explain the joke.