Enlighten us to achieve-Capricorn brand archetype

Brand Forecast

Every month we dive in and become alchemists to create a monthly archetype, with wizard hats and such. Archetypes are powerful in branding and are fundamentals and the first step we do in our tiny (but mighty) design agency.

Carl Jung coined the archetypes to define the human mind. These archetypes are recurrent themes or universal patterns, presumably occurring across all cultures and times. Pretty cool!It gets even better; he also thought archetypes influence human behavior more than anything else.

They define who we are and how we act—even more than logic, persuasion, and emotion. Wow! We love how these concepts help our clients clarify who they are and how their personality shows up in the brand. In the end, the brand speaks to both their own soul and their audience–their Alma Audience.

A win-win-win for authenticity and a bad loss for scarcity and fear-based marketing.In our own style, we create archetypes based on neuroscience, psychology, and astrology’s magic, so they become alive in a beautiful piece of art.

If this your birth sign, take a look; knowing who you are and how to express yourself creatively is the most potent branding and business tool. Nobody can copy that.

The enlightened high-achiever
Capricorn brand archetype

Today is David Bowie’s birthday, and it is time to reveal the Capricorn brand archetype. So challenging to write this one as I’ve been living with a Capri for more than 20 years. But here it goes.


Brand inspiration

Only when you can be extremely pliable and soft can you be extremely hard and strong.–Zen proverb
(As seen in The Stars Within You by Juliana McCarthy)


Ruling planet



The sea goat

Brand quintessence

I use patience and method to achieve.


Brand brilliance & gifts

A born leader known to keep things real, once you set a goal for yourself, nothing will stop you from getting what you want. With your work ethic and devotion, you achieve everything you put your mind into. You tackle any task that brings you success with a method and limitless patience.

But, outside gratification and success are not everything in this life. Build up your self-trust and self-esteem; your journey is to balance vulnerability with ambition.

You’re seen as an impenetrable force of nature, almost like an immovable rock. Try to let your hair down once in a while, little Capri, will you? Your honesty, sarcastic humor, and your musical gifts are to be share. Let go of so much privacy and secrecy so you don’t come across as cold and unapproachable because you’re not.


Brand colors & photography

The Capricorn colors are rich and deep, black, navy blue, gray, and forest green suit you well. Images of royalty, grandeur, expensive, ornate reflect who you are at your core.


Famous Capricorn

Illustrations created by Luana Santos and Sofia Santos

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