the Uncover App

The Uncover app was developed as one of the first activities we do with our clients when they go through the Conscious Branding process. Alternatively, it can be used as a stand-alone step to gain some quick brand direction. The app helps us to identify the core values of a company, what’s most important to them, and what drives them to do what they do from an innate human level.


This is the first step in uncovering purpose and turning ambiguity into certainty. Our Belief Workshop (of which the Uncover app is a part), is a process of deep reflection, awareness and examination, prompting you to think about the core beliefs and values of your company, and what motivates you to do what you do. And then at a deeper level, why you have these beliefs and values. This reframing of the way we do business from profit to purpose is an intentional journey, it can’t be approached from an unconscious or short-term context. Self-awareness is the first step in this journey.

direction in minutes not months

How can a company take aligned action right now when the path isn’t quite clear?

This is exactly the problem we set out to solve using the Uncover app.

While you’re still discovering your exact purpose and beginning to develop your brand strategy, the app helps to get everyone looking ahead in the same direction and it empowers you as a leader to start making decisions today that will begin to move you closer to your long-term vision.

Using brand archetypes, the app will help identify an innate direction and serve as a guide to start taking aligned action towards your higher purpose and vision. For us, it provides insight into core values and innate drive, which enables us to empower you with the right knowledge, ideas and solutions to start building your brand.

Although it won’t determine a bespoke path, it will deliver direction… within a few minutes, not months.

using the power of archetypes

Archetypes originated from Swiss psychiatrist Carl Jung, who said that in all of the stories ever told by man, there are a number of familiar journeys or characters that are archetypal. Psychological archetypes are therefore universal concepts embedded in humanity’s conscious and subconscious thought. They stimulate us emotionally and psychologically.

Branding is how people feel about you, your products and services at a gut level. Since brands are like people, we can explore them in the same way we explore ourselves and develop unique insights and approaches to brand positioning and strategy. Archetypal branding allows you to research and uncover who you are at a deep level and anchor your brand behaviour to the beliefs that are already embedded within humanity’s perception of that archetype.

Brand archetypes have been around for a long time but have mostly been used from an external context as a guide for an outer identity. With the new brand model – where the gap between brand and business is all but obsolete – we needed to ensure that the archetype was a true reflection of the core business and values, not simply a reflection of an alluring image or mask.

By getting businesses to focus on their own values and who they are (rather than just focusing externally on customers and opportunity gaps at this stage), we are able to identify the archetype that best reflects their purpose and values, and therefore, will be sustainable over the long-term.

If this post has got you asking more questions, it is because there is so much more! Want to read a little more? Here’s an ebook on Brand Clarity and Authenticity.

Ready to get started? Drop us a line to find out more about our workshops.

Our in-depth and archetype specific brand books were derived from ‘The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes’, by Mark and Pearson, 2001.

Agile Problem Solving

Large scope projects can be very hard to manage without incremental steps and the project would not have possible without an agile approach. Our core principals have guided us into setting goals and producing iterateable, working products. Milestone outcomes are measured with user testing both during and after each development phase. Milestone outcomes are planned against project goals and research outcomes.

Along the way we have discovered issues that have led to deep insights into the audience and users.

Fear of giving honest answers / thinking for themselves

When people give feedback, there is always a tendency to avoid being critical. Especially in face to face situations. It also influences how you would answer questions  when you are afraid the answers with offend or put you in an unfavourable light.

That is the situation users felt like they were in when going workshop with a team of colleagues. The importance of getting accurate answers is extremely crucial when you are going to base the future direction of your company on it.

Assisting users to provide honest answers ended up involving providing users a device each, presenting results anonymously and having every user presented with the exact same set of questions.

How to overcome bias in results

Visualising results can be difficult with large sets or raw data. And weighting algorithms also play a large part in determining workshop results.

Users are not always independently subjective when answering questions either. What if a users answers are influenced by their lack of knowledge? Increasing the amount of questions presented can help obviate the impact subjective answers will have on results, but ultimately, it is a finely tuned algorithm that has the biggest impact on results accurately reflecting the intent of a users answers. In the flip side, reducing bias has also been to tweak questions, the way they are asked and the way they are presneted and how they are measured.

How to make it useable/ enjoyable etc

We soon realised that we would need to deliver a large amount of obscure questions to the client in an engaging way. This drove us to develop a range of games. The tricky part, in this stage of development, was designing the range of quiz delivery games in a way that would be modular. Meaning that every specific and intentional question we had to ask in our “bank” of quizzes, would need to work with every style of game, because every session in Uncover is a unique experience with different question and answer combinations. We landed on 4 styles of game: Flip, Flick, Statement and Yin Yang.

The UX in Uncover was thoroughly considered. It is a very slick and streamlined experience from start to finish. Lots of cogs and gears working away under the hood, but the user is unaware of this. That’s how we intended it work. The algorithms, gesture hinting, interaction expectations… all masked and integrated seamlessly into a very fluid app.

[Extra topic fodder]: How to overcome different contexts (ie. People give different meaning to different things/ images)

Solution: Provide different meaning as word options / asking things in different ways