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“If it can be imagined, it can be created.”

The Creator archetype is an extremely imaginative cultural pioneer with unique, nonconforming points of view and nonlinear thought patterns. Its aesthetic is on point, and because it understands the importance of innovation and invention, it is dedicated, hardworking, and achievement-oriented. The Creator is driven by its innate desire to create something meaningful and enduring and it gets deep satisfaction from both the process and outcome of creating something that didn’t exist before.

The Creator archetype acts on its innate and intense need to innovate, invent, or reinterpret the world and structures around it.  It embodies the full breadth and fullness of the human experience and works hard to express emotions, thoughts, and concepts in ways that haven’t previously been explored. The Creator, as an arbiter of taste and culture, uses its developed aesthetic and unique point of view to pioneer new cultural perspectives.

The Creator is inherently nonconformist, unconcerned with fitting in, in favor of expressing something deeply felt as it creates according to a vision of how things could be better. It will fight uphill battles, swim against the current, and destroy established practices in its quest to create something of enduring value, but can get tripped up by perfectionism and fear of mediocrity and judgment.

Core Principles

Pillar: Provide Structure

Drive: Creation, Originality, Self-Expression, Vision, Imagination

Fear: Stagnation, Duplication, Familiarity, Disillusion, Indifference – Mediocre vision or execution

Strategy: Inspire to unlock imagination, Encourage originality


Goal: To realize a vision, hone artistic skill, express  yourself, create

Voice: Inspirational, Daring, Provocative – See potential everywhere and uncover originality

What customers FEEL: Amazed, Inspired

Audience: Creative, Innovative, Resourceful, Proud







Fundamental: Creator: The Creator archetype notices and acts upon the need for innovation and reinterpretation. It is dedicated, hardworking, and achievement-oriented as it expresses itself creatively. The Creator archetype houses different aspects that emerge based on various strengths and expressions, all underpinned by the main characteristics of the fundamental.

Creator consumers use their purchases as a means of self-expression, so they prefer anything well-built and well-designed, with meaning attached. They absolutely hate cheap, mass-produced junk but they aren’t snobbish or elitists — They simply refuse to spend their money on items they feel have no creative value, unless necessary. To reach Creator consumers, you have to inspire self-expression and celebrate the creative process.

In unprecedented turbulent times, the Creator in many consumers may be awakened through our need to control our world by creating our own environment. The more out-of-control the world feels, the more we feel the need to create and express ourselves as a means to achieve stability and peace.