A BRAND THAT DOESN’T
UNDERSTAND ITSELF WILL
NEVER BE UNDERSTOOD.
Most agencies build brands as fixed systems - logos, colors, fonts, and a story. But real brands evolve. Static strategies lock brands into identities that don’t grow with them. 
Shade Tactics was born from the idea that future brands need more than clarity—they need capacity. Brands today must shapeshift, adapt, and connect on deeper levels to survive.
Shade Tactics isn’t built for yesterday’s market—it’s engineered for the future. 
01100101 01110011 01110100 00101110 00100000 01100101 01110100 00100000 01100011 01101000 01100001 01101111 01110011
01100101 01110011 01110100 00101110 00100000 01100101 01110100 00100000 01100011 01101000 01100001 01101111 01110011
ANALYTICAL PSYCHOLOGY
Shade Tactics is rooted in Carl Jung’s Analytical Psychology. Jung believed the purpose of life is individuation - It's a study of the psyche. What makes people, people. He also introduced the concept of Archetypes. Archetypes have been used in branding for decades. But never like this...
The heart of AnalyticalPsychology is the same as Shade Tactics.ARCHETYPES.
THE ALCHEMIST
THE TRANSFORMATIVE ONE
THE SEEKER
THE CURIOUS ONE
THE SOVEREIGN
THE AUTHORITATIVE ONE
THE DREAMER
THE IDEALISTIC ONE
THE WALLFLOWER
THE RELATABLE ONE
THE ARTIST
THE CREATIVE ONE
THE WARRIOR
THE RELENTLESS ONE
THE MOTHER
THE COMPASSIONATE ONE
THE HARLEQUIN
THE FUNNY ONE
THE ANARCHIST
THE DISRUPTIVE ONE
THE PHILOSOPHER
THE INTELLIGENT ONE
THE MUSE
THE PASSIONATE ONEBrands Are Multifaceted, Like People.
-
An archetype is a behavioral pattern. They are stories we tell. They are the characters we relate to. Archetypes live in the subconscious mind, they exist all around us. And there are 12 of them. If you know how to look, you’ll see them.
-
Archetypes communicate directly to the limbic system - the emotional brain. That’s why brands based on archetypal structure feel instinctively right. They don’t just look good. They feel good.
-
We don’t just experience the world - we interpret it through symbols, stories, and patterns. Archetypes operate on a visual, emotional, symbolic level. That means they can be translated into color, typography, aesthetic, and voice.
-
From Harry Potter to Star Wars to the Bible. We tell the same story, over and over and the characters are archetypes.
THE SHADE THE TACTIC
SHROUD
outward identity
Visual Identity System
Brand Voice & ToneHELM
self-awareness & strategy
Strategy | PositioningANCHOR
unchanging foundation
Brand Manifesto
Core Mission, Vision, and Values
DARKLING
rejects/Fears
What the Brand Will NOT Do
Brand Risk Assessment
Audience Exclusion Criteria
ECHO
the audience 
Customer Insight and PersonasAnalytical Psychology teaches us to observe & understand the subconscious mind.Shade Tactics allows us to CONTROL it.