The freedom genie – Aquarius 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 freedom genie
Aquarius brand archetype

Aquarius is my rising sign. Also, I have tons of placements in my chart; it gets airy and crazy sometimes. One thing I know, it’s winter cold and dark but, with Aquarius, the light at the end of the tunnel is possible. We can see and feel it. There’s always a solution and a bigger, critical fight out there. Girl, this zodiac sign is guiding us to a better future, enhanced humanity. She knows her stuff, so why don’t we let her show us the new way?


Brand inspiration

The privilege of a lifetime is to become who you truly are.–C.G. Jung
(As seen in The Stars Within You by Juliana McCarthy)


Ruling planet

Saturn and Uranus, planets of responsibility and freedom.


The Water Bearer

Brand quintessence

She knows how (and has what it takes) to become free.


Brand brilliance and gifts

The weirdo, shocking, original? All these attributes are checked in your personality. Not a dull moment with you! You make us laugh with your unpredictable insights and way of living. Rebels at heart, we can spot you in a crowded room by eccentric clothing and perhaps a rainbow hair coloring.

Freeing your mind-body-spirit to authentically express your gifts is your major undertake during this beautiful thing we call life. But first, you need to know who you are, what you are made of. To that end, the key to listen to your heart as your mind can trick you and then offer that knowledge to others.

Did you know your symbol means waves of energy? How cool is that? The energy of the universe pours through so you can illuminate humanity. What are the problems close to your heart you want to see solved? You know the future, and with your inventiveness and progressive ideas, you improve the human condition.

Yes, you’re the humanitarian of the zodiac. What’s your significant cause, Aquarius? Fight oppression, provide out-of-the-box solutions or whatever you believe in by combining your heart teachings with your creative mind. Both provide unstoppable wisdom to change the world–the ultimate act of freedom.

But rebellion is not a personal war against the world. The universe is limitless, so it’s your brilliance, don’t go too far in pushing the limits you alienate yourself and others. Don’t spread too far from the nest in fighting your cause; stay close to your loved ones; they need you.

For an Aquarian, sharing everything you are, your journey, and how to change reality is your personal brand. Be a connector and bring people together in the path of self-expression, authenticity, and originality; you set the example.


Brand colors & photography

Colors speaking to your essence are the ones that represent deep insight, knowledge, and the future. Take a bit of violet, electric blue, the blue of the clear sky, iridescent blue, or turquoise and blend them into your brand to create awe. Wishy-washy photography is not for you. The must-have is the representation of the connection between heaven and earth. All about the sky’s infinity, true nature, sci-fi and futuristic, and of course, humans and human gestures.


Famous Aquarius

Illustrations created by Luana Santos and Sofia Santos

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