The main archetype is the Everyman; Instead of trying to stand out with grandiose or exaggerated promises, the brand present it self in common and true moments of people’s lives. It does not seek to be extraordinary; it seeks to be relevant, reliable and faithful to the reality of its audience. In your communication, use simple, direct language without unnecessary embellishments. The brand recognizes the wisdom and intrinsic value of each individual and seeks to reflect this in each interaction.

Aligned with the caregiver archetype, the brand demonstrates a deep empathy and desire to serve and protect its community. It does not see the employees just as labor, but as individuals who deserve care, attention and respect. In each interaction, the brand seeks to nurture and support.