The third archetype is The Designer. The purpose of The Designer is rooted in Maslow’s concept of safety and love. Their goal is to empower others through the creation of revolutionary products.

Type: Safety/Love
Category: Product
Archetype: The Designer – Empowering through revolutionary products
Fiction: Doc Brown, MacGyver, Willy Wonka
Non-Fiction: Steve Jobs, Thomas Edison, James Dyson, Leonardo DaVinci

The symbol of The Designer is Doc Brown. Brands with The Designer archetype are creators. They persist in building stylish products that change the world. They are wired to push through adversity. In the words of Doc Brown from Back to the Future, “The way I see it, if you’re gonna build a time machine into a car, why not do it with some style?”

This archetype can be broken down into the follow subcategories:

• Functionality designers: Apple
• Artistic designers: Method Home, IDEO
• Product feature designers: Paper Culture, 3M
• Customer experience designers: Zappos, Disney
• High-tech designers: Tesla
• Protecting designers: Tom Organics