Insights

Imagine your brand walked into a party. Would it be the wise one sharing stories in the corner, the rebel questioning the playlist, the adventurer planning a spontaneous road trip, or the host making sure everyone has a good time? That personality is what a brand archetype is all about. Brand archetypes are the human traits behind brands. Rooted in timeless stories, emotions, and personalities, they help a brand discover how it speaks, behaves, and connects with people. After

Written by Sarah Mulay, Director, Artist & Web Designer - Shapes Art & Design On the quiet loss of intention in modern design, and why essentialism is not the same as minimalism. It started as a conversation between two designers, the kind that begins with excitement and ends with a quiet, uncomfortable realisation. We were working on a space for an architecture brand, talking about how the floor plan could mirror the geometry of the logo when seen from above. The ideas came

Written by Prithviraj Phalke, Founder, Artist & Brand Designer - Shapes Art & Design Ruled by the wrath of Abstract Expressionism , the...