Love for the brand archetypes guide.

There are 12 archetypal stories – each with its own profile of motivators, strengths, blind spots, and unique opportunities for connection.

By leveraging an intentional archetype, you make it easier for your audience to connect with your brand on an emotional level. But intentional leveraging of archetypes is not about borrowing meaning for the sake of marketing or more followers. It’s about crafting a deeply consistent and enduring expression of meaning. One that is universal, timeless, and undeniably relatable. 

This approach of leveraging brand archetypes to find your timeless strategy, story, and style is tailored to be supportive and inspiring for a spirited and intentional creative like yourself. Long-used by high-profile brand strategists, playwrights, and storytellers of all kinds, archetypes are an incredible tool to help you build a brand that stands the test of time, resonates instinctually with your audience, promotes offerings aligned with your energy and your audience’s desires, and serves as the foundation for a strong and consistent internal culture.

who doesn't want that?

what are brand archetypes?

"Given the insight and clarity I have gained in my branding (including copy, positioning, and design!) from Unbridled Form's Guide to Brand Archetypes, the fact that it is free truly blows my mind! This guide is visually pleasing, clear, and potent. Because of this archetypes guide, I have been able to get started on differentiating the brands of both of my businesses with greater clarity than ever before, not to mention the ease!...

And, as if that wasn't enough, I have even used the archetypes in my personal life. It's been fun and helpful to see how my motivations have changed throughout my life and how I can leverage the archetypes in crafting a wardrobe and interiors that are intentional and authentic to my personality. Amy has created a masterpiece with this guide, leaving my brands and life changed forever (in the best way)!"

"I just wanted to thank you for the brand archetype guide!!! A year ago I decided I wanted to start my own business, but was struggling with my personal branding, following the guide of "who is your ideal client and speak to them." I felt I was forcing myself into the girl next door and that isn't who I am. I read your guide and the light came on and I feel like I've found my voice! I have a new excitement for my business! Thanks!!!!"

"FINALLY had a chance to slow down with this & I loved every page. Not only did this provide clarification to me & what I’ve been witnessing in my own growth (I am 100% a Lover brand), BUT I am going to start using this in my client research.

Beautiful job, congratulations & THANK you!"

"Thank you for sharing this simplified way of looking at brands. I felt so much confusion when thinking about me, my brand, and my clients so the fact that I can loosely categorize them into a way of envisioning them... This is such a less restrictive way of envisioning my ideal client and you changed the game for me by introducing me to brand archetypes!"

"As a baby entrepreneur still learning the ins and outs of building a brand, this approach opened my eyes to how much thought should go into this process. It allows us each to explore how we identify as individuals and how we want our businesses to identify to the public. Amy’s knowledge and passion help to guide you if you are unsure and peek your curiosity as to where your company can go."

Download the free guide now & see what it unearths for you.

jk, i want to try the quiz! →

timeless & universal strategy, story, & style


Brand Storytelling

a blend of inspiration, support, & artistic celebration