The approach
Archetypal coaching and identity design
A practical, plain-English way to understand the patterns that shape you, and to consciously choose who you want to become next.
What is an archetype?
Archetypes are universal patterns of character and behaviour. They appear in myths, stories and films across every culture, and in each of us. The idea was popularised by psychologist Carl Jung, and has since been used widely in coaching, leadership and personal development.
We all carry several archetypes. Some we express every day. Others we’ve set aside, perhaps because they weren’t valued at work, in our family or in a particular season of life.
Why it matters when life changes
When life shifts, whether through a career change, a relationship ending, children leaving home or retirement, the archetypes we’ve relied on may no longer fit. That mismatch often shows up as anxiety, self-doubt or a sense of being lost.
Archetypal coaching gives you a language for what’s happening, and a map for what comes next. It isn’t about putting you in a box. It’s about understanding the whole of you, so you can choose more freely.
A few examples
Every archetype has a gift, and a shadow
Knowing both helps explain your strengths, and why certain situations drain or unsettle you.
The Explorer
- Gift:
- Freedom, curiosity, adventure
- Shadow:
- Restlessness, never settling
The Caregiver
- Gift:
- Compassion, generosity, nurture
- Shadow:
- Self-neglect, over-giving
The Sage
- Gift:
- Wisdom, clarity, understanding
- Shadow:
- Over-thinking, detachment
The Creator
- Gift:
- Imagination, vision, expression
- Shadow:
- Perfectionism, unfinished projects
The Ruler
- Gift:
- Leadership, responsibility, order
- Shadow:
- Control, fear of letting go
The Rebel
- Gift:
- Courage, change, authenticity
- Shadow:
- Burning bridges, isolation
Identity design
From insight to a life that fits
- 01
Discover
We map the archetypes that have shaped your choices so far, including the parts of you that have been waiting for expression.
- 02
Understand
We explore where anxiety, self-doubt or feeling stuck come from. Often it’s an old identity trying to keep you safe.
- 03
Design
Together we consciously design the identity you want to live from, grounded in your passion, values and purpose.
- 04
Live it
We turn that design into small, practical steps and build confidence as you take them, with support along the way.
Coaching is not a substitute for medical or mental health treatment. If you’re experiencing severe anxiety, depression or are in crisis, please contact your GP or a mental health professional.
Ready to rediscover who you really are?
Start with a free, relaxed discovery call. We’ll talk about where you are, where you’d like to be, and whether coaching with me feels right. No pressure, ever.
Book your free discovery call