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Tips + Tricks

March 8, 2018

Summer brand personality at a glance

Summer brand personality at a glance

This is part one of a four-part series on seasonal archetypes at a glimpse. I wanted to share some information on the framework I use to help clients in their brand strategy session so that they can present a cohesive and client-attracting image in their brand portraits. Learning about seasonal archetypes and colour psychology has been a game-changer for me because it’s a very comprehensible method of understanding how to develop a brand identity and apply language, tone of voice, colour and visuals consistently across all brand touchpoints. Previously, I would refer to the 12 brand personalities based on Jung’s archetypal theory, which is also very helpful, however, since discovering the seasonal archetypes I tend to look at the Jungian archetypes as a secondary step in the brand development process.
So… onto the Summer personality.

When it comes to Summer brands, think elegance, romance and grace.

Summer has an aspirational, refined and highly capable way about her. She appears inherently trustworthy, detail-oriented, aesthetically-minded, reserved in nature, is highly creative and visionary, and has a timeless, classic style.
Visually, Summer is expressed through soft baby or neutral hues, silver metallic accents, lace, greyed wood, natural fibres and textures and lots of light. She is light and delicate.
Consider developing a Summer brand if you want to be seen as elegantly creative, high-end, stylish, refined, romantic. Summer brands often lend themselves to premium positioning, however if your goal is to develop a premium brand, that alone is not enough reason to create a Summer brand personality – as Winter is also very much often premium, and even Spring and Autumn can be premium in their own ways when done correctly.

Summer is not…

I often find it helps just as much to understand what something is not, as what it is, don’t you? Here’s a few key words to describe what Summer is not:
  • Playful
  • Rushed
  • Cheap
  • Opulent/showy
  • Loud
  • Dark
  • Heavy
  • Earthy
  • Warm

Summer colour palette

The Summer colour palette is made from light hues, with tones of grey and always a cool (not warm) undertone. There is no pure black or white in the Summer palette, Summer is soft, subtle and airy. Common colours include:

  • Dusty blue
  • Silver-blue
  • Grey-blue
  • Raspberry
  • Soft yellow
  • Lavender
  • Periwinkle blue
  • Taupe
  • Light grey
  • Charcoal navy

Summer brands… most popular in these professions

I need to preface this by saying just because I list your profession below does not mean you will automatically be, or need to be, a Summer brand personality! Summer brands are often tastemakers, fine-artists and all about beauty. They’re stylish, good communicators, consider the finer details and are very high quality. These characteristics are all important to the Summer brand’s customer, and embody what they’re looking for when they search for the Summer brand’s product or service.

Your brand personality is a very strategic decision based on a dance between what kind of brand you want to be, and what your clientele expects or needs from you. Your brand positioning very much depends on how you want to be perceived in your market, and in fact, you might be a disruptor and differentiate yourself by embodying a different season entirely to the industry standard.

So that said, the professions listed below very often lend themselves to businesses developed as Summer brands – can you see why?!

  • Fine artists: photographers, calligraphers, florists, makeup artists
  • Stylists: Interiors, fashion
  • Bridal gown designers
  • Almost anything wedding-industry related!

Summer brand personality in… decor

I had a lot of fun considering how Summer might be expressed through decor, as decor and location play a critical role in the outcome in personal branding photography. The most notable styles that come to mind for me as epitomising the Summer style are typically known for being quite luxurious and grand, in a non-showy way. They’re also traditionally very light, with natural textures, light, ashy, grey and white timbers, feature lots of light and dusty blues and have an overall feeling of luxury:
  • Hamptons (French-provinicial, not nautical)
  • French provincial
  • Bohemian Luxe

Summer brand personality in… clothing

There are three primary clothing styles that I most think of when I think of Summer brands, and expressed through the summer archetype, each would typically include the Summer colour palette.
The types are:
  • Romantic – Floaty fabrics, long dresses and skirts, silks and satins, loose fitting garments and the occasional frill
  • Classic – Trench coats, button down shorts, tailored trousers, kitten heels, boat-neck tops, fit and flare dresses
  • Natural – Relaxed fitting

Summer brand personality in… Sydney suburbs!

  • Double Bay
  • Mosman
  • Clareville
  • Northbridge

Famous Summer brands

  • The White Company (UK)
  • LaurenConrad.com

Summer cultural icons

  • Naomi Watts
  • Catherine, Duchess of Cambridge
  • Gwyneth Paltrow

Check out my Summer Brand Personality Pinterest board for visual inspiration!

Further reading on seasonal archetypes and colour psychology:


Do you resonate with the Summer brand archetype? Personally? For your business? Both? What’s your business, I’m curious to know!


Hayley xx

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