Your archetype is the Citizen
Down-to-earth, friendly & honest
The Citizen wants to appeal to everyone. Unpretentious, realistic and approachable, they want to fit in and belong. They thrive in a group and love to create connections with others.
To leverage the power of your Caregiver brand archetype, be unpretentious and demonstrate ordinary, solid values consistently. Create communities and facilitate spaces where people can meet and connect.
All men and woman are created equal
Equality, democracy, respect and fairness.
Being left out and not fitting in.
To connect, to belong and promote equality.
TONE OF VOICE
Good-natured, with a dash of humour and laidback charm.
Live the brand
Act as a peer, not as a leader. Promote equality and fairness, and facilitate deep connections.
Jovial and honest images. Graphics are often pared down and rounded.
Typical colours for a Citizen brand
Choose down to earth, saturated and welcoming colour tones to emphasise your brand’s inclusive and jovial personality.
Other Citizen brands
Ikea | Kit-Kat | Amazon | eBay
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