Solaris Design System


Every brand has its own personality. A reflection of the product and the people who work to bring it to life. A personality that resonates with the people who use and interact with their business. For Codebots we wanted to lean fully into what makes us who we are and what we’ve always been. A company that is different but loves to build innovative products.

Brand archetypes

The idea of archetypes originated first with Carl Jung’s research into how some human behaviour may be innate. This informed the later work, ‘The Hero and the Outlaw’ by Carol S. Pearson and Margaret Mark. In which they developed 12 archetypes to be used in branding.

These archetypes identify a brand’s meaning in an easy and compelling way, and can be used to better align company strategy to its brand values. Each type has its own set of values, its own meanings, as well as personality traits. You may be a mix of archetypes, but one archetype tends to dominate the others.

Codebots brand archetypes are The Magician and The Outlaw.


The foundation archetype generally identifies the business category. More often than not, this is the trait that got your business to where it is today. We’ve identified that our foundation is The Magician.

The Magician

Goal: Make dreams come true, create something special Traits: Visionary, charismatic, imaginative, idealistic Marketing niche: Help people transform their world, inspire change, expand consciousness


The core archetype is generally the heart of your brand. It differentiates you from the competition. We have identified that Outlaw is our core personality archetype. This decision did not come lightly. Codebots is unique, we are the outlier.


Goal: Break the rules and fight authority Traits: Rebellious, iconoclastic, wild, paving the way for change Marketing niche: Agent of change, advocate for the disenfranchised, allow people to vent or break with conventions

Our Archetype story

Our clients are the creators. And we’re the magician that allows them to make their vision a reality with the magic of AI. But in a category of illusionists, promising magic potions that will transform their client’s business’- however positioning ourselves that way is dangerous; and it may mean being dismissed as just more low code hocus-pocus. We need to be seen as an outlier and the righteous disruptor on a mission to defend true innovation.