Journeys of discovery

Archetype: Explorer

Rasa: Kāruṇyam

Explorer stories tend to emphasize personal freedom and the breaking of conventional boundaries. In this month’s list listen to Forest Swords's song "Crow," where haunting soundscapes evoke the thrill of the unknown. Look at Aaron Siskind’s "Pleasures and Terrors of Levitation," capturing the emotional duality of exploration through powerful imagery. Think about Ian Bremmer's inspiring speech, "Don't Drink the Poison," urging graduates to embrace uncertainty with courage and curiosity. Discover Satisfy's "Equipment for our World" campaign, showcasing gear designed for adventurous spirits. Finally, be inspired by Van Neistat’s series "The Spirited Man," celebrating creative living and the relentless quest for new experiences.

Listen to…

• Forest Swords's song "Crow" parallels the explorer archetype through its atmospheric and haunting soundscape that evokes a sense of mystery and discovery. The song's evolving layers and experimental structure reflect the explorer’s journey into the unknown, embracing uncertainty and seeking new experiences. The music creates a mood that evokes mystery and introspection, often associated with the journey of an explorer.

Look at…

• Aaron Siskind, an influential American photographer known for his abstract expressionist images, captures the essence of the explorer archetype in his series "Pleasures and Terrors of Levitation." The tension between pleasure and terror in the images reflects the emotional duality faced by explorers as they navigate uncharted territories, experiencing both the thrill of discovery and the anxiety of uncertainty. 

Think about…

• In his commencement speech to the 2024 graduating class at Columbia University; titled "Don't Drink the Poison," Ian Bremmer emphasizes the importance of resilience, adaptability, and the courage to navigate an unpredictable world—qualities central to the explorer archetype. Bremmer urges them to approach challenges with curiosity and an open mind, akin to an explorer's adventurous spirit. He highlights the necessity of forging one's path and embracing the unknown, paralleling the explorer's journey of self-discovery and transformation. 

Products and services

• The "Equipment for our World" campaign by Satisfy, a business known for its lifestyle and high-performance running gear, is an example of a commercial story channelling the explorer archetype. This campaign emphasizes the idea of venturing into the great outdoors equipped with gear designed for resilience and adaptability. The campaign's imagery and messaging reflect a spirit of curiosity and adventure. By highlighting the balance between performance and the unknown, Satisfy captures the emotional duality of the explorer's experience. The transformative nature of exploration is often leveraged to signify personal growth and self-discovery.

Lifestyle and inspiration

• Van Neistat, an acclaimed filmmaker and storyteller, embodies the explorer archetype in his series "The Spirited Man." Through this series, Neistat delves into the art of living with creativity, resilience, and a relentless curiosity for the world. The episodes highlight his journey of self-discovery and the pursuit of unconventional paths, mirroring the explorer's quest for new experiences and knowledge. Neistat’s storytelling captures the essence of independence and the courage to challenge the status quo, encouraging viewers to embrace the unknown and transform their lives. The series resonates with the explorer's spirit of adventure and growth, showcasing how confronting and navigating life's uncertainties can lead to profound personal transformation and a deeper understanding of oneself.

Guarding the gone

They gathered under a scorching sun, in the hottest March recorded, at the Kilinochchi town park where the regional Women’s Day celebration was being held. Sitting outdoors in the intense heat took on a form of diligence true to martyrs. There were nearly three hundred women gathered there; almost all of them had lost someone to the civil war that ended fifteen years ago.

They’re all guardians of someone’s memory; their minds the last museums of those long-gone someones.

Starting over in post-war bureaucracy was a nightmare for a reason.

“All we wanted was to live happily with our children...hire a van once a year and take them somewhere on holiday.”

The best option might seem to let go and move on. But, …

How do you let go too, when the world already has?

The method behind the magic

Image: Nikola Tesla circa 1899

Whenever people say that our ability to design stories with the exact voice for their brand is uncanny, or amazing, we always tell them that it’s nothing magical; but a very rational process of mining the right information from the client and using it in our creative process.

The first step of this process is the questionnaire that we share with our clients; it serves as the cornerstone of our story design process. It’s designed to extract key insights about your brand, values, and other ideas that help us capture the authentic story of your company or personal journey. So, this questionnaire is more than just a series of inquiries—it's essentially the series of dots that we will connect into an articulation framework for your business; a blueprint that enables you to make decisions, brief creatives, and communicate what’s at the heart of your business to your staff. In this blog post, we'll address the frequently asked questions surrounding our questionnaire, offering clarity on how your responses can be formulated to best inform our story design process. 

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* Please note that the explanations given here are for selected questions only; we’ve chosen to give explanations to these questions because more people have needed help with them. If you’re a client who needs more explanations or wants a better understanding of a question not listed here, reach out to us. We’ll get on a call to make sure you get all the answers you need. We highly recommend listening to this video walkthrough while you attempt the questionnaire. It gives a step-by-step explanation of each question and can help you complete the questionnaire with greater accuracy.

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Question 4 

In question 4, we ask about any specific needs, problems, or wants that must be taken into account in our design process; usually, the answer to this question would be a set of words, colours, or ideas that you want to steer clear of for important reasons; or a market context that you want to make special reference to. For example, a consultant who commissioned us wanted to steer clear of the word ‘design’ because it had a strong association with a set of services she did not offer and did not want to get inquiries for.

Question 5 

Question 5 is to get you to consider how the articulation framework will be used. If your primary focus is on driving creative decisions when speaking to consumers, you should emphasize how the framework will inform your marketing and promotional strategies. 

On the other hand, if your priority is to share your work culture, values, and onboard new teams or inform existing teams, focus on how the framework will serve as a foundational tool for internal communication and alignment. Then the framework will be somewhat tailored to help you integrate it into onboarding processes, employee training programs, and internal communications to foster a sense of belonging and unity among team members.

Question 6

When answering question 6, whether your business takes a group-led or individual-led approach in your business story, consider if your business is best represented by the collective efforts of a group or by an individual founder or leader who closely directs others and makes most of the key decisions. Determine which approach resonates most authentically with your way of working.

Question 7 

In question 7, we ask you to associate a fictitious age with your brand persona; and this has nothing to do with how long your business has been in operation. Here’s why. A brand’s age has to do with shaping how it’s perceived by your target market. Although hardly ever explicitly mentioned in stories, a brand’s age can be hinted at in its visual presence or vocabulary.

Consider how these age groups are generally perceived. Envisioning your brand as young can convey a sense of freshness, innovation, and forward-thinking. This youthful persona may appeal to younger demographics seeking products or services that are modern, cutting-edge, and disruptive. On the other hand, positioning your brand as middle-aged suggests a level of maturity, reliability, and experience. This persona may resonate with consumers who value stability, trustworthiness, and a track record of success. Portraying your brand as a senior evokes notions of tradition, heritage, and legacy. This venerable persona can instil confidence and trust in consumers who prioritize longevity, heritage and established credibility. Lastly, embracing an ageless persona transcends temporal boundaries and emphasizes timeless values and universal appeal. This approach resonates with consumers seeking products or services that are enduring, adaptable, and relevant across generations.

When answering the question of how old your brand considers itself to be, it's crucial to align the fictitious age with the desired perception you wish to convey to your target market. Consider the demographics, values, preferences, and aspirations of your audience, and choose an age that best reflects the identity and positioning you want for your brand. 

Question 8 

When considering the gender of your brand persona, it's important to recognize the impact this decision can have on shaping the perception of your brand and its appeal. Associating a gender with your brand persona can serve as a powerful tool for conveying specific traits, values, and characteristics that resonate with your intended audience.

For instance, envisioning your brand persona as feminine can evoke qualities such as nurturing, empathy, and creativity. This persona may appeal to consumers who prioritize emotional connections, authenticity, and inclusivity in their interactions with brands. Positioning your brand persona as masculine suggests attributes such as strength, leadership, and assertiveness. This persona may resonate with consumers who value qualities like reliability, confidence, and ambition in the brands they choose to engage with. Alternatively, embracing a non-binary persona challenges traditional gender norms and fosters a sense of fluidity, diversity, and acceptance. This persona can appeal to consumers who prioritize equality, openness, and representation in their brand interactions.

It's important to note that when considering whether a brand persona is feminine, masculine, or non-binary, we're not necessarily referring to traditional notions of male, female, or LGBTQ identities. Instead, we're associating these terms with energies, traits, and tendencies that can transcend gender boundaries and apply to individuals of all genders.

By understanding these distinctions, brands can leverage the concepts of feminine, masculine, and non-binary energies to communicate specific values, characteristics, and emotions that resonate with their target audience, regardless of their gender identity. This approach fosters a more inclusive and nuanced understanding of brand personas, allowing for greater flexibility and authenticity in brand representation.

Question 13

When answering the question about what your brand sounds like when speaking, reflect on the preferences and characteristics of your ideal target audience. Determine whether they are more responsive to communications that sound local and familiar or if they prefer a more global and cosmopolitan tone. Understanding your audience's cultural context and linguistic preferences is crucial in shaping your brand's voice. Consider your business’ origins and how important that is to your story. Evaluate whether your brand's voice should reflect the speech and language of a particular region or culture. Consider whether aligning with regional dialects, colloquialisms, and cultural nuances will enhance your brand's authenticity. Is your business rooted in a specific community or culture? 

Or does it have a more cosmopolitan and globally-minded perspective? Assess the potential impact of adopting a more universal and culturally neutral tone on your brand's global appeal.

This tone of voice must be managed consistently whether it’s in advertising campaigns, social media posts, customer service interactions, or written content. Maintaining a cohesive and unified voice across channels is a must.

Question 28

This question prompts you to think about the type of consumer with their purchasing decision-making methods. When creating stories and visual language, a brand must pay close attention to the type of consumer they are targeting because different types have unique behaviours, preferences, and motivations that shape their purchasing decisions.

For instance, the Bargain Shopper is primarily driven by discounts and deals, seeking value for their money. In brand stories and visual language, emphasizing cost savings, special offers, and price competitiveness can effectively resonate with this audience segment.

The Researcher, on the other hand, values information and seeks thorough research before making a purchase. Providing detailed product information, customer reviews, and comparisons in brand stories and visual content can help build trust and credibility with this audience.

For the Impulse Buyer, who makes spontaneous purchasing decisions, leveraging eye-catching visuals, limited-time offers, and persuasive storytelling can create a sense of urgency and drive immediate action.

The Negotiator appreciates flexibility and seeks opportunities for customization or personalized offers. Tailoring brand stories and visual language to highlight customizable options, flexible payment terms, and personalized recommendations can appeal to this audience segment.

The Loyalist values brand trust, consistency, and reliability. Reinforcing brand identity, values, and past experiences through consistent brand stories and visual elements can foster loyalty and strengthen the emotional connection with this audience.

Lastly, the consumer on a mission seeks efficiency and convenience, with a singular objective of completing the purchase quickly. Streamlining the buying process, providing clear navigation paths, and minimizing distractions in brand stories and visual language can cater to this audience's need for speed and simplicity.

Understanding the nuances of each consumer type allows us to tailor their brand stories and visual language effectively, resonating with their target audience's preferences, behaviours, and motivations. Consider this when you’re answering this question.

Question 34

This is one of the questions often elaborated by our clients; however, the point here is to be as succinct as possible, narrowing down on what exactly it is that you do. This question is to identify how to refer to your work or business. For example, ‘a clothing store’, or a ‘financial intelligence consultant’. Of course, there is room to bring in a specialized aspect of your business here; for example, an ‘abstract painting artist’. When a business identifies what it does, it helps customers understand its purpose, offer, and what to expect. This is important for brand stories and visual language; this clear identification should be reflected in messaging, visuals, and branding elements to ensure consistency and coherence.

For example, if the brand is a digital marketing agency, it should clearly convey its services, such as "digital marketing solutions," "online advertising," or "social media management”. 

This is a question that requires a somewhat short answer, which is why we encourage clients to try and explain their work as succinctly as possible, in approximately 3 words. 

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* Got a question that we didn’t cover here? Don't hesitate to reach out to us. We're more than happy to schedule a call and help you complete this questionnaire. We highly recommend listening to this video walkthrough, while you attempt the questionnaire. It will save you time and help you record accurate answers that best reflect your business.