The Outlaw

Meet The Outlaw

Independence is the top desire for the Outlaw archetype. They are known for disrupting the status quo and living a life most would not dare to. They have the capacity to bring about change and disrupt an industry.

Purpose

The Outlaw’s purpose is to seek liberty and freedom by challenging societies rules

Desires

Independence and the pursuit of change

Fears

Conformity, Dependence, Servitude, Complacency, Acceptance, Being seen as weak or powerless

Challenges

Could “cross the line” and be seen in a negative way

Motivations

Transformation, Belief, Discovery, Vision, Challenge, Knowledge

Goals

To overturn a negative status quo

Promise

Liberty

Outlaw Values

Outlaw Imagery

Outlaw Voice

Disruptive

Bold

Unconventional

Challenging

Opinionated

Raw

Honest

People Feel

Thrilled

Rebellious

Special

Daring

Confident

Progressive

Powerful

Outlaw Vocabulary

Outlaw Strategy

Challenge the status quo; make customers realize that the industry trends are broken and your brand is the one to fix them.

Embrace rebellion and counter-culture. Build a community where your customers can be outlaw’s together.

Make sure that purpose is infused with your brand, and that your brand stands for progress and change.

Brand Experience

Your customers feel like risk-takers who sometimes need to be encouraged to take the leap.

Customers feel daring, rebellious and a little dangerous.

Brand Culture

Counter Culture

Free-Thinking

Independence

Outlaw Examples

Outlaw Commercials

Colour Palettes

Typography

Sub-Archetypes

The Activist

Fights for Cause

Wants to radically transform some economic, political, or social structure. They believe in the power of the people to affect change, and they rally others behind their cause.

The Gambler

Risk Taker

There are no limits to what they are willing to bet. Yet, they are socially adept and have great instincts.

The Maverick

Born to Be Free

With an independent streak a mile wide, they display intellect, aggression, and fearlessness while denouncing norms.

The Reformer

Whistleblower

Typically more understanding and calculated, they are often seen in the roles of watchdog or whistleblower as they look to improve the existing system rather than destroy it completely.