A minimalist brand is clean, clear and uncluttered


Why minimalist brands stand out – and what you can learn from them

Most coaches and creatives have brands that are way too noisy. And what they need in a time of one second attention spans, is a clear, uncluttered brand that quickly connects with clients. A minimalist brand.

Lover archetype


The Lover archetype for coaches and creatives

The Lover archetype is all about feeling special and achieving deep, intimate connections with others. Lover brands are frequently seen in cosmetics, jewelry, and fashion. They are usually high-end, luxurious, and sensual. Vibe: Affectionate, intimate. Purpose: To have intimate relationships (emotionally and physically) and to experience pleasure through all the senses. Emotions Evoked: Your audience […]

The Magician archetype


The Magician archetype for coaches and creatives

Is your brand all about stretching the limits of what’s possible? About transforming people’s realities in amazing ways? If so, your brand may be the Magician archetype.

Rebel archetype


The Rebel archetype for coaches and creatives

Rebel archetypes are unapologetically who they are. These brands are some of the most recognizable because they stand up for what they believe in, and usually want to change the rules.


The Jester archetype for coaches and creatives

The Jester archetype is a person who likes to have fun. The Jesters are the entertainers, the ones who are usually the center of attention, cracking jokes and having a great time.

Friend brand archetype


The Friend-Next-Door brand archetype for coaches and creatives

The Friend-Next-Door brand archetype is your regular gal. Friendly, approachable, and down-to-earth, the Friend-Next-Door is all about belonging and being part of the group.

Caregiver archetype


The Caregiver archetype for coaches and creatives

We all know the Caregiver archetype pretty well. A person who has a strong Caregiver archetype is frequently a devoted mom – those who adore their mother role and live for it. Also, this archetype includes anyone who just loves taking care of those who are more vulnerable.

The Creator Archetype


The Creator brand archetype for coaches and creatives

The Creator archetype is all about expressing yourself and using your creativity. People with strong Creator archetypes like to discover who they are by looking at what they create around them – whether that’s through painting, decorating their home, photography, or any other art form.


The Leader brand archetype for coaches and creatives

The Leader brand archetype is – as you might imagine – in charge. They want to take control of the situation and make everything OK and orderly.

Hi! I'm Amalia.
Brand strategist, designer & bookworm.

I’m on a mission to help coaches & creatives have a high-level, clean brand that truly reflects their amazing services. That fills them and their clients with excitement.

I learned the branding ropes from the best, working at L'Oreal's Luxury Division and with other major global brands.

I'm a big nerd and have studied it all when it comes to branding and business, so you don't have to: I studied an MBA at London Business School and have a Master in Marketing 🤓.

I'd love to grab a coffee (virtual or in person) and chat!


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