the CAREGIVER/HERO archetype & how it translates

Empathetic, compassionate, humanitarian: these are principles of the Caregiver archetype. Rooted in a passion to serve and help others with true generosity, this archetype goes out of their own way for the greater good.

Ambition, power, and stamina are words that we think of when pin point the hero archetype. Compared to other archetypes, the Hero is seen as inspirational, and often that comes with some sort of sacrifice. 
The Hero volunteers themselves for the difficult jobs that are often not seen as glamorous but are emotionally rewarding.

The Hero brand will often incorporate bold phrases, colors and images to convey powerful messaging, they want to inspire you to make positive changes. To tie in the Caregiver archetype we leaned into using everyday realness using approachable language to connect with the audience rather than motivate them through fear.