How Tarot helps me create stronger brands

Blending creativity, strategy, and intuition in branding design.

When people think about branding, they usually imagine logos, colors, and typography. But building a brand is much deeper — it’s about uncovering the essence of a business and turning it into a story that resonates. One of the tools I use with my clients to dig deeper into brand personality is Tarot.

From Tarot to Branding: Finding Archetypes

The Tarot is made up of 78 cards divided into Major and Minor Arcana. The Major Arcana represent life lessons and archetypes — universal patterns of human behaviour like growth, transformation, creativity, and renewal.

In branding, we also work with archetypes: timeless characters such as The Explorer, The Sage, or The Creator. These archetypes help define a brand’s personality, values, and voice. Recognizing this connection, I began using Tarot as a way to guide my clients toward discovering which archetype best represents their brand.

Why Tarot Works in Branding

A brand isn’t just visuals; it’s an identity. Just like a Tarot reading, the branding process involves asking questions, uncovering hidden traits, and finding clarity. For my clients, this method has often led to:

• Gaining a clearer understanding of their brand’s core values.

• Defining a personality that feels authentic and confident.

• Moving past creative blocks by exploring symbols, stories, and intuition.

  
  

From there, I translate these discoveries into design — shaping a consistent universe of colors, textures, icons, and tone of voice that truly reflects the brand’s essence.

Turning Insights Into Design

Once a brand’s archetype and personality are clear, it becomes easier to design its visual language — from logo and typography to illustrations, photography style, and messaging. For example, a brand aligned with The Explorer archetype might use earthy tones, bold typography, and adventurous storytelling, while The Magician would lean toward transformation, creativity, and a sense of wonder.

A Unique Approach to Branding

By blending strategy with creativity — and adding the intuitive lens of Tarot — I’ve developed a branding process that not only differentiates businesses visually but also gives founders the confidence to communicate who they truly are.

Every brand has a story waiting to be uncovered. Tarot helps me reveal it — and design the world around it. If you’re curious to explore what your brand could become, you can reach out here.