Services:
Brand Consulting
Identity System
Web Design
Copywriting
Tools:
Adobe Photoshop
Adobe Illustrator
Adobe Indesign
Adobe XD
Wordpress
Deliverables:
Logotype
Brand Guidelines
Website
Print Collateral
Client:
Archetype
About Archetype
Archetype is a media portfolio for the modern era. Media is changing, and not just what what we focus on. Media is changing our culture and our values.
The team at Archetype feels a responsibility to understand the difference between frivolous entertainment and thoughtful editorial. They believe the future of media isn’t just in making more content–it’s about giving people something they can use. Their consumers love to travel, cook, study, plant, educate, build and problem solve. And Archetype loves to help them grow.
Archetype’s portfolio of brands dates back to 1863.
Founded in 1898, Sunset provided the perfect companion for those looking to migrate to the American west. Sunset eventually became the archetype for today’s food and lifestyle magazines, introducing readers to guacamole, ranch style homes and Yosemite National Park.
During the American Civil War, Sightline’s Army and Navy Journal launched as a forum for the exchange of military strategies back in 1863. 150 years later Sightline Media remains a stalwart companion for armed services personnel, including the defense, federal and cybersecurity industries.
HistoryNet’s nine magazines launched during the latter half of the 1900’s as a way to remember, embrace and debate historical events around the world.
Regent LP, a Beverly Hills, CA-based private equity firm, formed Archetype as a home for consolidating these cherished properties.
Challenge
As the in-house graphic designer at Regent LP, I was responsible for building out the public facing identity of Archetype. The brand required a nuanced approach that balanced the modern qualities of a new media company with the established values of the storied brands that live within Archetype. We tried to build a brand that visually emphasized the provenance of its portfolio while remaining agile across modern platforms and mediums. Magazine publications are treasures that continue to weather changes brought on by the digital age, and Archetype is rooted in fortifying these traditional values.
