the HERO/SOURCE archetype & how it translates

Ambition, power, and persistence are all words that arise when discussing the Hero archetype. Compared to other archetypes, the hero can be perceived as inspirational and represents making change through their own sacrifice. Rather than avoiding tough challenges, the Hero seeks them out with determination to leave a mark for themselves. 

The Source archetype believes in gathering reliable, factual information and sharing it with others for their benefit. Source brands are considered “experts.” These brands inform consumers and guide them towards making the right decisions. Source brands never “dumb down” their marketing, as that could be perceived as an insult to the intellect of their target customers. Instead, a Source focuses on education, information, and sometimes exclusivity. 

For Speede, a Hero and Source seemed the most obvious choice as they partner not only with professional athletes, but with scientists and doctors to back up their technology.  We use bold colors, fonts and messaging paired with scientific evidence and proof to explain the benefits of the Challenger machine.