About the tool
Archetype Finder is an interactive reference for strategists, designers, and founders exploring how recognizable technology brands map to the 12 classic brand archetypes. Use the wheel to compare motivations, combine up to two archetypes, and filter a curated catalog of 200 brands across 10 industries.
Features
- Interactive archetype wheel presents all 12 archetypes across four motivational zones.
- Single and dual matching highlights exact archetype combinations before partial matches.
- Industry filtering covers 10 technology and digital categories with live match counts.
- Curated brand catalog includes 200 recognizable companies with primary and secondary archetypes.
- Positioning rationales explain the signals behind every archetype assignment.
How it works
- Choose an archetype — select a segment on the wheel to see brands aligned with that motivation and personality.
- Combine signals — add a second archetype to find exact dual matches followed by relevant partial matches.
- Narrow the field — select an industry to focus the results and compare peers in the same market.
- Review examples — scan brand cards for archetype pairs, positioning rationales, and match indicators.
- Explore further — open a brand website or a related Ramotion case study for deeper research.