Best seller

Archetype-Based Branding Strategies

A course by Renata Rodrigues , Designer

Designer. São Paulo, Brazil.
Joined March 2020

Learn to combine engaging concepts with powerful archetypes to build strong brands that connect with the public

  • Best seller Portuguese with subtitles in English
  • 99% positive reviews (394)
  • 9408 students

Learn to combine engaging concepts with powerful archetypes to build strong brands that connect with the public

A course by Renata Rodrigues

Hero, explorer, creator, and ruler are just some of the 12 archetypes you can use to convey and translate your brand's identity. Renata Rodrigues, who's worked with brands like Tátil, Itaú, and Magazine Luiza, teaches you to use the power of symbolism to develop compelling communication strategies that connect with the public.

In this course, learn to design consistent and creative brand strategies using archetype-based concepts. Renata teaches you to identify the archetype that best suits your business and how to translate each element into inspiring visual identities.

Read more ↓

What will you learn in this online course?

14 lessons & 23 downloads

Portuguese with subtitles in English
  • 99% positive reviews (394)
  • 9408 students
  • 14 lessons (1h 21m)
  • 23 additional resources (13 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Portuguese
  • Portuguese, Spanish, English, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

What is this course's project?

Create a brand identity using archetype-based concepts.

Projects by course students

Who is this online course for?

Anyone interested in learning how to use archetypal brand concepts for brand creation and communications.

Requirements and materials

No previous experience is necessary to take this course.


9408 Students
394 Reviews
99% Positive ratings

Renata Rodrigues

A course by Renata Rodrigues

Teacher Plus

Renata Rodrigues is a designer specializing in brand strategy who studied at the Pontifical Catholic University of Goiás with a master's from IED Madrid. She started out in the creative sector working for important agencies like Tátil and Interbrand and has designed projects for brands like Natura, the 2016 Rio Olympics, and more.

In 2013, she began to dedicate herself to the creation of communication strategies, endomarketing, and branding for big names including Eudora, Dia, Itaú, and Magazine Luiza. She currently works as strategy and innovation manager at the French agency Team Créatif.


  • U1


    • Presentation
    • Influences
  • U2

    Diving into Concepts

    • How Do People and Brands Express Themselves?
    • Archetype Concepts
    • Transformation, Courage, and Rebellion
    • Optimism, Freedom, and Knowledge
    • Leadership, Innovation, and Care
    • Seduction, Irreverence, and Equality
  • U3

    Choosing the Brand Archetype

    • Who Am I as a Brand?
    • Analyze the Competition and Differentiate Yourself
    • The Choice of Archetype
    • Archetype-Inspired Mood Boards
  • U4

    Transforming the Archetype into Identity

    • Brand Persona and Archetypes
    • Other Possibilities
  • FP

    Final project

    • Archetype-Based Branding Strategies

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates

    If you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus member, when you complete a course you've purchased, you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates.
Archetype-Based Branding Strategies. Marketing, and Business course by Renata Rodrigues Best seller

Archetype-Based Branding Strategies

A course by Renata Rodrigues
Designer. São Paulo, Brazil.
Joined March 2020
  • 99% positive reviews (394)
  • 9408 students