The Archive of People
A Digital Archive of Archetypes
2026
Web Design, Editorial Design, Motion Graphics
Why do certain headlines make your heart race, while others fail to grab your attention? Carl Jung believed the answer lies deep within our shared human psyche, unspoken archetypes that silently shape our fears, hopes, and reactions to the world.
The Archive of People translates this psychological framework into an interactive news site, where the audience can learn about each archetype through the news categories they prefer and explore how archetypes influence information consumption.
The core design challenge was a structural balancing act: housing deeply varied psychological personas within a strictly unified brand identity. By building a modern, minimalist interface that organizes complex qualitative data, the website prototype should translate abstract archetypes into a comprehensible interactive experience.
Click here to access the Figma prototype
Based on Jungian archetypes, the Archive of People consists of four cardinal personas for which I developed different digital editorial pages.
To build a responsive prototype, I developed a master component library and wireframe system in Figma, with an a strict modular grid system and a foundational primary typeface for interface consistency.
The visual language contrasts a minimalist, modern interface with deeply humanistic elements. The archive features simplified Art Nouveau illustrations to represent the personas. By using Photoshop to retouch his illustrations, the archive enriches the minimalistic, modern visual identity system with a humanistic touch.
To prove the identity’s scalability beyond a digital interface, the archive was expanded into a cohesive, omnichannel campaign. This required adapting the core design system for different production streams, including an editorial layout for a companion book, a tote bag, and an explainer video to translate the narrative for a wider audience.
