Meet The Luminary Archetype


Hello, Luminary


The Luminary Brand Archetype seeks the truth in all things. Disciplined and meticulous in your methodology, you possess the unique ability to set aside your own convictions and opinions in order to arrive at the purest, fact-based truths. A true sage, you seek to understand, not to control or to alter. Contemplative, wise, fair and objective, the Luminary does not get caught up in trivialities or pettiness. You’re often able to see patterns where others may not. By positioning yourself as an expert, you encourage those around you to dig deep and really think.


dignified, wise, curious, austere, contemplative, unbiased, expert, advisor, teacher, confident, credible, intelligent, calm, investigative, academic, researcher, thinker, truth seeker




  • The truth will set you free.
  • Knowledge is power.


  • Discovery of truth
  • To enlighten others
  • To understand


  • Being misled
  • Being outsmarted
  • Being viewed as a hack
  • Providing faulty information


Things you can do now:


Learn more about brand archetypes and how they work in your life and business. 


Visit my curated collection of quotes and images hand-selected specifically for Luminary brands.


Have a look at the Luminary brand archetype hub.


See all the unique products I designed expressly for your Luminary brands.


Learn everything there is to know about your brand archetype and how to powerfully put it to work it in your life and business.


Find your brand core, including purpose, vision, mission, and values.


See what color palettes work best to represent your brand’s unique persona.


Figure out which fonts and typography will help showcase your brand’s personality best.



Meet the Others

We’re not in any of this alone. It’s important not only to understand ourselves, but other people. 

Learning more about the other archetypes will help you comprehend why other people do the things they do, what inspires them, what they fear, and what drives their goals and behaviors. It also helps process why you get along and work well with some, and not so well with others.


Visit the Archetype Directory to get familiar with the other types. You’re bound to see familiar faces there. You may even see a little of yourself in some of the other types; A good sign that you would get along quite well with them.



What’s your Type?

If you haven’t taken my free Archetypal Branding Self-Assessment yet, you can do that, here. At the end, you’ll have your top three archetypes in order of dominance. 

Remember, there are no right or wrong archetypes. And there are no absolutes. You’re likely to be a blend of more than one type. To learn everything there is to know about your brand archetype and how to powerfully put it to work it in your life and business, check out the Luminary Brand Archetype Course.


Wondering what personality types are compatible with your own?

Take the free Ideal Customer Archetype quiz to discover the other Archetypal personas you’re most likely to work best with. The answers might surprise you. 

If you still have questions on how to implement your persona into your work and life, I’m happy to help.