At Studio VEH, there is a practice of conducting an in-depth brand workshop with any potential client, or a current client venturing into something completely new facilitated by Franziska Veh. One of the exercises during the brand workshops is to define a certain archetype for the brand - like a personality type of the brand. This immersive activity always leads to some of the most fundamental epiphanies and revelations of character traits of the brand’s nature, goals and objectives. This further leads to refining what the brand wants to communicate internally and externally, what it stands for, what it offers and why it offers that.
With complete creative freedom and a clean slate, I was tasked to conceptualise the design of these cards. Being fully inspired by tarot cards, their complexity and their aesthetic - I had a wonderful time creating 12 artworks that fit into these archetypes. My process entailed a lot of trial and error, sketching, repetition, symbolism, motif-researching and color theories.
The 12 archetypes are: The Caregiver, The Creator, The Ruler, The Innocent, The Sage, The Explorer, The Lover, The Everyman, The Jester, The Magician, The Rebel & The Hero. These are further categorised into groups of three representing structural traits, autonomy traits, connection traits and leaving-legacy traits.
The labour of love and in-depth process behind archetype and trait-finding, in addition to the illustrative and mystical style of the cards - led me to further carry out a photoshoot that complements those aspects.