Strategy is key

Clients will come to you with a problem. They might need an update to their website, a robust online store, or a new online presence. When you’re solving problems for your client, good design begins with strategy. Strategic design helps you solve problems systematically. It takes a business objective, as well as empathy, to solve a client’s problem.

Similarly, it’s best to take a strategic approach for your web design portfolio. Your portfolio should show clients the type of work you do, demonstrate that you have the skills to help them achieve their goals, and make them want to work with you.

When a client visits your site, they should know what you do and how you do it. To give clients a sense of your working style, talk about your approach and some of the tools you use. Show your ability to solve problems, analyze, and collaborate. The right combination of visual examples, client testimonials, and case studies demonstrates a well-rounded skill set.

Remember that there are many other designers who have similar technical chops, so defining your key differentiator and displaying that in your web design portfolio can set you apart from the crowd. To give clients a sense of who you are, make sure your portfolio fits your brand.

Your personal brand

Brands are important for business—in the aisle, at checkout, and even in the boardroom (or home office). In the same way that brands impart consumer products with optimism, they can establish trust between you and your client with their own emotional shorthand. A strong personal brand is easily identifiable and helps clients make buying decisions. 

When you start with a strong brand identity, it’s easier to know how to present your work. Once you know your personal brand, you can use archetypal thinking to more broadly appeal to the types of clients you want to work with.

If you’re at a loss about how to get started with your personal brand, check out the Circle guide, How to Create a Strong Brand Identity.

Brand Archetypes

Archetypes are categories that describe people, characters, and even brands. They’re as old as the human experience and they’re built on universal characteristics. Like brands, they encourage a sense of connection, loyalty, and belonging by rallying people around causes, beliefs, ideas, and ideals.

Clients may not know they’re drawn to particular archetypes, but they are. They instinctively know what they want, even if they haven’t articulated it. Whether they’re looking for someone to help them disrupt an industry—or someone to abide by strict, regulatory standards—subtle presentation cues will let them know they’re in the right place. 

Identify your brand’s archetype so that clients know right away whether you’re the right person for the job. When you clearly communicate your brand to clients, they’re more likely to hire you for their project. 

Let’s look at the twelve brand archetypes and which Squarespace templates can help you display your message clearly according to the category that best fits your brand.

The Outlaw

If there are rules, the Outlaw will break them and build something new from the pieces. If you’ve built your reputation on being bold, rough-and-tumble, and unafraid of disrupting the status quo, you may be an Outlaw.

Outlaw brands speak to mavericks and risk takers. If your brand falls into this category, there are many directions you can go. To start, try curating a dark and gritty atmosphere, balanced with colorful accents and impossible-to-ignore typography.

Vandam is a good template for showing off your edgy side.

The Magician

The Magician archetype mixes science, the supernatural, and vision to deliver otherworldly experiences. Magician brands are informed, persuasive, and assured. They leverage the thrill of magic and—with a little bit of faith and innovation—remind us that wishes do come true.

Media and luxury brands often fall under this archetype, using animations that signify transformation. For instance, an isolated blue or silver on an otherwise uniform background can capture the effect of everyday magic.

Bring the Magician archetype to life with the Nolan template.

The Hero

Brave, determined, and dedicated, Hero brands face challenges head on. With hard work and motivation, growth is inevitable. Humility keeps Heros grounded while ambition allows them to soar.

Hero brands make their mark by making a difference in people’s lives. If this is your archetype, two elements to test are simple, unornamented text and color blocks.

Paloma has a quiet strength suited for the Hero aesthetic.

The Lover

Passion, desire, and indulgence characterize Lover brands. If your brand is intimate, soft, and appeals to the senses, it may be in the Lover’s domain.

Clothing and beauty brands tend to fall in this category, with sensual colors like pinks, greens, blues, and reds abound. The brand message is stated quietly—often with a slender, delicate, or curved typeface—leaving one’s imagination to fill in the rest.

To bring the Lover archetype to life, the ​Soria template is a good starting point.

The Jester

If your brand is playful, vibrant, and slightly silly, the Jester might be your archetype. This brand wants you to know that it doesn’t take itself too seriously (on the outside, anyway). Jester brands live in a world where the future is bright and full of opportunity, and you’re going to have plenty of fun along the way.

Jester brands are positive, fun-loving, and entertaining. Block text, bright colors, and contrasting backgrounds are all ways you can imbue your portfolio with Jester energy.

The ​Hester template is a good place to show it off your playful side.

The Everyman

Friendly, relaxed, and unpretentious, the Everyman archetype is relatable to nearly everyone. It offers a broad spectrum of appeal while remaining authentic, refreshing, and casual.

Everyman brands make people feel at ease with they’re easygoing and affable personality. Equality and fellowship are their core tenets, often expressed through simple text, welcoming imagery, and an honest atmosphere. 

Try the straightforward aesthetic of ​Almar to evoke the Everyman archetype.

The Ruler

Refined, proud, and authoritative: these traits characterize the Ruler archetype. This brand knows what it wants and knows how to get it. When the Ruler prospers, everyone around them benefits. Ruler brands lead with dignity and handle challenges with poise.

The aesthetic of brands are powerful, strong, and assertive. These brands may be luxurious or understated, but either way, they communicate a sense of cool, calm, and control. Black, white, silver, and grey with hints of accent colors are good ways to test this archetype. Avoid anything too fussy, whimsical, or egregious. 

Novo offers a strong foundation for your brand’s dynasty.

The Caregiver

The Caregiver lets people know that they’re cared for. If your brand is a Caregiver, you’re there to help, and you’ll be with your client every step of the way. Caregiver brands treat everyone like family, exuding an aura of warmth and safety. 

Nonprofits and family brands tend to fall into this category, portraying a supportive and gracious persona. Softer tones in both warm and cool hues help establish the feeling of support. Subtle-and-slender or curvy-and-wholesome typography can carry the archetypal sentiments through.

Explore these themes in ​Stanton to see how they fit your brand.

The Creator

The Creator isn’t afraid to push the envelope. These brands are on the cutting edge of innovation and are inspired by the world around them. They take chances and lead by example. 

Creator brands are about vision, originality, and self expression. Through design, Creator brands show that they aren’t afraid to experiment and do something different. 

Make your mark with the Carmine template.

The Innocent

The Innocent wants happiness for all. Brands in this category embrace honesty, humility, and optimism. They encourage people to see their own inner glow.

Innocent brands emanate goodwill, grace, and integrity. Innocent brands lower barriers and, in their way, promote unity. Subtle tones, curved typography, and soft edges can help them do so. 

If this is the type of brand you’ve built, leave clients smiling with the ​Amal template.

The Sage

The Sage represents brands that are knowledgeable, like the Magician, but focus more on worldly understandings than those delivered by the supernatural. 

Sage brands are informed, calm, and judicious. They leave the impression of expertise and respectability. Their aesthetics tend to shy away from bright, saturated colors (or anything overly bold). Sage brands are understated but extremely trustworthy.

The ​Ventura template is good for showcasing these tenets.

The Explorer

Fearless, bold, and inspired, the Explorer is on a mission. Their path may be challenging, but their results are worth the effort. Explorer brands thrive on the extraordinary and unexpected.

Explorer brands are driven, free-wheeling, and adventurous. If your brand falls into this category, see if you can evoke this archetype by pairing a natural color palette with an unornamented typeface.

Push your brand to new horizons with ​Wycoff.

Conclusion

Online identity is inseparable from business success. If you’re an established business or just getting your feet wet in the world of freelance, your web design portfolio deserves the same strategic design you give to your clients.

The archetypes and templates above are starting points for making your portfolio stand out. With Squarespace 7.1, you have the flexibility to embody any type of brand identity with nearly any template. As your work and brand evolve, your site can evolve accordingly.

Learn more about creating your online web designer portfolio with Squarespace.

Source: The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes