Design
Branddesign
Translating brand identity into design requires more than taste or trend. Many organizations struggle to articulate their visual and mental identity clearly to the wide range of designers, agencies and advisors they work with.
That’s why we created a practical (online) tool and structured method - to help brands, together with their Brandfriend, build better briefings and ensure design choices align with who they truly are.
Designing systems for archetypal brand growth
We design tools and frameworks - like the Brandfriend Compass - that help brands grow from their archetypal core.
The result: brand identities that are deeper, more consistent, and rich in meaning.
Brandfriend-
compass
The Brandfriend Compass was created to make archetypes tangible and actionable across brand strategy, culture and communication.
It brings together 24 brand profiles in one cohesive system - rooted in Jungian psychology, colour energies and behavioural preferences.
This allows brands to understand themselves more deeply, position more clearly, and grow with purpose and meaning.
The published Brandfriend Compass Model with 12 brand archetypes is now available. The expanded 24-type model will be released on Brandfriend.com starting in fall 2025.
Exploring strategy through play is a core part of our methodology – with workshops that connect brand direction, color language, and identity through the depth psychology of Jung.
