Archetypes in Branding


While working with Chen Design Associates in SF, we had the opportunity to provide some spot illustrations for the book "Archetypes in Branding" by Margaret Hartwell & How Books. The challenge was to capture the essence of the archetype, not the stereotype. Companies are continually seeking ways to achieve more powerful and resonant brand engagements. Applying the phenomena of archetypal wisdom facilitates a more authentic, holistic and human way of being in business.

Creative Direction: Joshua Chen and Max Spector.