Choose Your Character

Icon design system // illustration

Agency: ChappellRoberts // Role: Designer

Brand Characters help guide a brand’s story and ChappellRoberts wanted to help clients through this journey. These characters were developed by Carl Jung who believed history and culture had shaped content and context as archetypes that are connected to humanity itself. Each character is recognizable and relatable, which means a brand with a well-defined character can navigate their brand story with clear characteristics and motivations while also being a way for consumers to fully understand who they are at their core.

Each character has its own set of traits, represented by its distinct icon design, and the full set needs to be understood in order to choose which one is right for your brand. Additionally, a set of illustrations for presentation purposes and guiding principles were developed with this style in mind.