Become a Strategic Photographer, improve your storytelling | Shari Muhima | Skillshare

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Become a Strategic Photographer, improve your storytelling

teacher avatar Shari Muhima, Brand Strategist, Artist & Loving Rebel

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

16 Lessons (34m)
    • 1. Class Intro

    • 2. Branding, strategy, and why it matters

    • 3. Brand Archetypes Why, What, How

    • 4. Meet The Rebel

    • 5. Meet The Magician

    • 6. Meet The Hero

    • 7. Meet The Lover

    • 8. Meet The Jester

    • 9. Meet The Everyman

    • 10. Meet The Caregiver

    • 11. Meet The Ruler

    • 12. Meet The Creator

    • 13. Meet The Innocent

    • 14. Meet The Sage

    • 15. Meet The Explorer

    • 16. Takeaways

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About This Class

Branding is the new Black. The world is diving deeper into the human era. Business as we knew it, is no longer. Knowledge on how to create emotional content is nowadays crucial. Brand Archetypes are the most appropriate tools to do just that.

The class is an introduction to Branding, Brand Archetypes, and how to use them to create a deeper connection with your client’s audience for photographers. We hear about how graphic designers can change the world. It’s time we give photographers their space too.

You’ll also learn how to improve your visual storytelling.

Please bring your brain, an open mind, and your imagination. Pen and paper to take notes. And a smartphone, camera to shoot with.

Who – who should take this class?

  • Professional photographers who want to learn about branding.
  • Beginner photographers
  • Personal Branding photographers
  • Commercial, product, and food photographers who want to work with agencies
  • Strategists, so they can learn how to brief photographers on imagery that they need

Why – why the skills I’m teaching are important

More strategy will be asked from creatives. Designers are in focus right now; it is time that photographers regain their place in the strategic process of a company. Photographers will now become valuable partners to companies as more valuable storytellers who give them a competitive advantage.

Meet Your Teacher

Teacher Profile Image

Shari Muhima

Brand Strategist, Artist & Loving Rebel



I'm Shari Muhima. I'm a Brand Strategist and Entrepreneur. Beyond the title, I'm a human who wants to serve game-changers who aim to be the loving difference in our society. 

In my free time, I look for ways to use creativity to create societal change. 

The Futur Pro Group Member
Level C Certified
Errol Gerson & Chris Do Mentee


See full profile

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1. Class Intro: Hello and welcome to my class how to use burnt archetypes in photography. I'm sure we were Hema and I'm here to share what I know I'm branding and why it matters. I'm a photographer and I will see brand strategist and a future pro group member. I'm originally from Congo Kinshasa and currently live in London. I've got a background in marketing, communication strategy. And after working two years of a freelance graphic designer, I decided to focus on the strategic side of creativity. One fun fact about me is the I love traveling in seeing the world through a lens. In this class, I'll briefly explain what a brand is, what brand strategy is, and why it is important today. We will then dive into the brain archetypes what they are and cover a few tips on how to use them when you create a shot. Then to apply what you're learning in this course, you will have to rebrand your favorite company. You will pick a brand that you love or know very well. And observe, see how they behave. Determine the archetypes. And after that, you'll have to pick an archetype that is the opposite or just simply different and create shots based on their traits and aspirations. Now, let's get to this. Shall we? 2. Branding, strategy, and why it matters: Why is burning so important? Look at this image. What do you see? I'm going to tell you what I see. I see mess. I see noise. Thousands of puzzle pieces gathered all in one place, but I don't know where to look at. I don't know what to focus on. And this is exactly where our society is today. We do not know where to look at where we have thousands of people, brands and companies and services products calling it as being like, look at me, Look at me, look at me, and we just don't know where to look at. We have way too many options, too little time, and there's just too much noise. And what makes things harder is the fact that the features of these products and services and brands are pretty similar when it comes to features and quality. Another thing that I want to say is that branding is important because we live in the human ear. And the burn archetypes, for example, help us achieve this. Emotions, emotions, emotions, more emotions. There's nothing more important. We all crave a deeper sense of connection. And people buy because people feel and for them to feel. We need to tell stories that they can relate to. We need to tell stories that they can identify with. This is how we win today, re, reflect the human side of a business or ourselves. So where before we used to focus on controlling the look and feel of a brand's. Today we focus on influencing the character of the brand. Now, let me tell you what a brand is or not. A brand is not a logo, it is not a corporate identity, not a product, not the sum of all the impressions, not a promise. It is not the colors, the type the funds to websites or any kind of marketing collateral. That's not what a brand is. The brand is a customer's fitting about a product, service, or company. It is what they say. Think about you. It is what they say it is not why usaid is similar to your reputation. That's pretty much how you can sum it up. What is brand strategy? Okay, this pretty self-explanatory, isn't it? All we see here is the red tulip? I don't even pay attention to anything else. All I see is what is different, because that's how our brains are wired. We are meant to see what is different. Brand strategy is a way to help you stand out. That's what it is. Strategy equals D, fair race, nation. Remember that? How do you do that? Burn archetypes are a great way to start and a great tool to do that. 3. Brand Archetypes Why, What, How: Why use the Burn archetypes? Let's start with y. So like I said earlier, they help you differentiate your clients or simply tell it in a different kind of stories. What you need some distance is that they make the brand human. Remember that the brand archetypes are told Deming's to bring human. We see cool, fancy city connection and meaning. And that's what companies must reflect. They need to be entities that their customer is not akin trust. So for those who share their work online, using the brand archetypes can actually help business owners or anybody else have access to images that convey more meaningful messages and more diverse stories. And it is important because there's a great need for more diversity in stock libraries, free or paid, but mainly free. What are the brand archetypes? First? The burn archetypes are merely a tool. It's a tool, a simple, yet powerful tool that we use when building brands as creative. But that filmmakers have used to create their movie characters. Yoda as the sage or Indiana Jones as the Explorer, for example. They are as sets of personality traits that help tell universal stories that we all understand and share. They are characters that embody and evoke our imaginations, dreams and aspirations, and relate to them because we somehow are them. They reflect vitae is envisions and create trust. Let stuff. So first you have the rebel, the magician, and the hero. And disease-free are similar because they share an aspiration we choose to live legacy. We have the lover, the jester, and the citizen, and these free pursue connection. The caregiver, the ruler, and the creator, all provide shutter and innocence. The sage and the Explorer. Finally, they all explore spirituality. We're going to dive deeper later on. But before I just want to cover how you can use the brand archetypes. How to use the brand archetypes? Whoever you are and work with whatever you do. Qin Ping minds, the 80s, never about, you. Never end if you work with someone, it is not about them either. Think about who you are talking to, your audience. They're the ones who matter. They're the ones you need to appeal in a reflex. Remember there's no right or wrong way to use the archetypes. However, when using them, the end goal should always be to align to the ones that you are talking to. Who are you telling your story too? How do you want them to feel? Do not try to please everyone. Focus. So when you do that, think about questions like, what do they aspire to? Why did this stand for? What does a stand against? What are their pains, fear, strength, and weaknesses. Any other kind of questions that can actually help you identify your customer personality to the details. When it comes to archetypes and everything that you need to bear in mind is that they can both be you, the clients, and the audience. It doesn't matter. You, like I said, you can use them anyhow and anywhere. 4. Meet The Rebel: Hey, hey, hey, meet the rebel, aka the powerful, aka the liberated, the outlawed, the revolutionary, the ribose buyers to freedom and revolution. They want to be free from what's being and what doesn't work. The rebel is bold and controversial. They are here to stand against, against, against what the stand against what's seen as the norm. So notice that the norm varies from industries, cultures, gender, it's subjective. So find out what's seen as the norm for your viewers and break it, disrupt, destroy, and shock. So how do you appeal to rebel? You need to prove that you see the world as they do. You are there, ally? Status quo and conformity are the common enemy. And showing disdain for either will go a long way to resonate. So you have to encourage, facilitates, and empower revolution. That will make you an instance family member. Avoid anything formal and display great and attitudes. We get that. So a few tips on how to reflect the ribo in your photos. Use high-contrast in light, in colors, in attitudes, in the way people actually interact with one another. Use vibrant colors. Show us people going towards something fighting against a particular subject. Stumping, showing the fist, confident looks and attitudes. Turning that back to something. Breaking, destructing, something a little bit aggressive. And think, are they dressed? They're supposed to. Are they behaving that we expect them to. Look at these two images. We get how the girl on the left of the yellow shirt actually poses. Is that what you expect from a girl, her buddy, you getting wages actually making a statement. That's what she's saying. I'm not here to fit the box. Same for the woman next to it. It's a person dressing up and they'd be like a tomboy. And you have more and more people doing that today, making statements, by the way, to address, by the way they act, but I'm going to behave. So think about that. Let's now move on to the magician. 5. Meet The Magician: And now let me introduce you to the magician. The magician is also known as the healer, the wizard and the visionary. So he seeks to understand how things work and changes lives for the better. He wants power. He's the gate to transformative experience. Clever. He's able to view the world through many different lenses. And his goal is to make dreams come true. He develops a vision and leaves by it. He values magical moments. So it also serves as a catalyst for change and turn the world's opportunities. No, sorry, it turns the world's problems into opportunities, of course. So how to appeal to magician? You have to be imaginative and inspiring. Create something that empowers the viewer like this image. I find it empowering. Don't you? Diligence needs to feel like they can grow wiser with the product or service and influence people by using them. A few effects that you can use when you create shots, are playing with lights, colored light, bokeh in blurring effects. Sparks, play with reflection, fireworks small, and creates an elements of illusion or wonder. Abstract. You have the stars, the universe can play with rays, low contrast and soft colors and glow like this one once you find it cool. Okay, Now, moving on to the hero. 6. Meet The Hero: Let me introduce you to the heroes. The heroes also known as a warrior, the champion of the superhero. D essence of the hero lies in the sacrifice and efforts required to achieve transformation. He's the hero because he faces shifting challenges, obstacles that transformed him. He's main motivation is to prove their worth and gain expert mastery in a way that improves the world. He wants to leave a mark in the world. And when he does so, it's usually at a cost. He gave his all to achieve their goals. Think about heroes in old books and movies. They are the same, It's similar. They usually seen as brave, determined, as careful. He wants to be a strong and competent as possible. There's one thing that I want you to note is the fact that the hero can often be mistaken with the ruler. They both demonstrate a few similar quantities, such as power and self-confidence. Now, focus on the fact that the ruler likes to control. That is what differentiates him from the hero. How do you appeal to a hero? You have to represent success and achievement. Because the heroic journey is about overcoming and becoming heroes, stand up for what's right. You have to show us ambition and embrace the challenge that comes with it. Because he rose wants to being inspired by the possibility to achieve and the gratification that comes with it. Now, coming to the tips on how to reflect the hero in the photos, you could focus on creating powerful images and use strong colors to communicate this. It is an option. I believe the EVA is a tricky one because it depends on the context. The hero is a little bit, everybody. We all go for struggles. We all go through that process of grown and of growth and transformation. And that usually happens through a painful process. So what you will reflect in what you will tell will depend on the context. It is for you to find a way to portray your subjects bravery depending on the audience and the industry. For example, when you look at this image, it could be anything. It could be the story of a mother who is overcoming grief, but is overcoming grief because she wants to continue to live and make the best of our life regardless. Equal to also be the story of heroes who fought to protect their families that we commemorate? Or is it the story about a woman who boldly overcomes her disability? So in this one, really think about the context that you need to portray and show us what sacrifice or shifting challenge to subjects is going for. Focus on the journey of the transformation. Now, moving on to the lover. 7. Meet The Lover: And now the lover, the idealist, essentialists, the seducer, the one who seeks intimacy above o. The lover is passionate and represents anything that pleasure is the senses. The lover makes people feel special. He values relationships with people and aims to become physically and emotionally attractive. The lover also wants true love, pleasure to be seductive and to indulge, among other, to appeal to a lover, you need to make them feel attractive and stir. They're passionate desire for connection and intimacy. It is crucial to focus on the aesthetic appearance of goods and services. Because lover, lovers are drawn to premium brands that make them feel more attractive to others. A photo tip, you have to showcase sensual pleasure for sight, sound, smell, or touch. Like in here, I love this image. Sometimes using warm colors, like reds in particular, will actually be more appropriate to the lover if he can see here while the skin tone, but also the colors that are in her head wrap the background. If you look at here, the red lipstick and the fight that the close up is actually on her lips. The way I see it is the way like the leaves are a way to connect. When you get intimacy, when you kiss someone, you are connecting like to there. So it's an upper level. And then you will see that many images that represent the lover will actually be close ups, if not on their faces, on their lips, on their hands, on their part of their buddies. That would actually represents in TSMC, the eyes, the feet, the belly, anything. And then here you have a way to represent sensuality. Look at the retina lips. You would assume it's reds, but doesn't ever close up. Okay? So another thing that I want you to pay attention to is how the light is used. They use so flights. And that tends us to give a sense of intimacy and is something pleasing to the eye. So when you play with the lights and warm colors, but she'll actually help you get started on representing the lover. 8. Meet The Jester: Now he's one of our favorites. The jester has unbiased. We also know him as a joker or the comedian. The Joker is impulsive and unrestrained. He's not afraid to bade roles and the afraid to stand out. They're comfortable in their own skin. They joyfully live in the moment and aim to enlighten the world they love to play. They are here to expose the truth with a joke. They live in the present and enjoy the journey, and they don't care about the outcomes. The Joker has a tied into Ben perspective, twists, meaning and interpret events and people in surprising ways. In other words, they are carefree and different appeals as joker, you've got to motivate people to connect to their inner child through play. Be outrageous in your imagery, borderline provocative. Gesture, appreciates beauty, change, surprise, and wicked insects. These two transcends tradition, convention and societal norms. They are boldly original, irreverence, and mysql devious. They see life as a wild and crazy playgrounds of opportunity. Photo tips. They promise entertainments, Laughter. They find regularity very boring, and they love anything unusual or weird and playful. Often they use bright colors. And the reaction is high energy. This is how you work in a suggestion. 9. Meet The Everyman: So after seeing a few traits of people who send out boldly, he remade the citizen, also known as the Oberman. He literally is what he's named describes. He believes we are all equal. That I am like you and you are like me. He's afraid to stand out and prefers familiarity over weird. Belonging is he's goal and to achieve it does anything to fit in. It develops soiled virtues and remains down to earth. He is dependable, honest, and trustworthy. What's important to him is to create a space where everyone feels included. So inclusion is important to include in the shots, is basically representing d. Let's hold hands and sing Kumbaya. To Pilsen their Freeman, you need to make them feel that sense of belonging and presents images that show everyday activities that say that it's okay to be normal, Fink and show the norm. And to reflect the norm. Show people at home with family, people who are honest and humble and down to earth. Show us every day and what complies with reality. Here are a few images. Here you can see that the man almost blends in with the background. There is not much Justin's out apart from his face and he's smile, he's friendly, He's approachable. It makes everybody feel welcome. 10. Meet The Caregiver: And cheers to the one that we all need, the caregiver. The caregiver fulfills the following human needs. Empathy, connection, and love. Altruism is the word that we could use to describe them because the caregiver is calm and in a crisis, it gives a sense of optimism. His devotion is to nurture and care for others. They are innate and nurturer. They also make people take care of themselves thanks to their capacity for nurturing. How does he make other people feel? The caregiver makes other people feel safe, protected, like a loving mother. What you need to do to represent them in photography is to use soft colors, warm, footfall, generous and modeling approach that gives a sense of safety. Telling visual stories about self-care, self-love, and generosity show us people in relationship. Candid scenery of random acts, of kindness. Pay attention to people's gaze. How did they look at each other? What are the software? I'll just soft expressions. The viewer should feel sues and relieved, safe and appeased. Here's another image that shows the venerable insensitive and soft touch of the caregiver. This is why you have to aim to do. 11. Meet The Ruler: Let me introduce you to the ruler. The ruler is also seen as the leader and a role model. He represents the highest senders. The exercises power and control. His synonymous with high-quality plus end luxury, which are also the viewers desires. The ruler brands are known for speaking with authority and are often the leaders in their field. They are infused with a sense of wealth and success. They're often seen as masculine because of the colors that brands use, rows will be solids and polish to their customers. The image is very important. Making order out of chaos is their specialty. They use power to do so, and they create positive outcome out of this. So to appeal to a ruler, you must reaffirm their sense of power, control, and respect. They want to feel exclusive and superior like a VIP. Make them feel like a VIP. Proof that they are at the top of the ladder of success and are part of an exclusive club. So to represent a ruler in your photos, focus on creating structures, organizations, and environments that are harmonious, fruitful and constructive. Use symmetry, how buildings creates trunk shapes, use dark colors and Kiva sense of masculinity. For VT, dominance. You can see here that the men, even though he looks pretty small, because it's far, the shadow creates that dominant presence. And the fact that it's dark, it kind of gives him like even the way he's posing gives him the authority in that kind of intimidating kind of posture. And when you look at the right, you can see that the colors actually give that sense of drama. And then the triangle, the repetition of the triangle. The triangle represents power. The triangle represents authority, stability, and dominance. That is a powerful use of shape in photography. And this is what you have to do. Now, let's move on to the creator. 12. Meet The Creator: The creator, also called the visionary, has a strong need for innovation, invention, and your interpretation. It's a needs linked to this one for self-expression. Creators Wanted to be cultural pioneers. They're highly imaginative and believing the value of the inner expression, creativity and non-linear thoughts. You can find creators in environments that are reflective of good taste and a unique point of view. The creator is also dedicated, hardworking, and achievement oriented. When addressing creators position the brand or yourself as the key to unlocking their creativity, be the mean or the tool for them to express their inner child creatively with freedom of choice. Talk about self-expression and celebrate their creative process while inspiring them. You must sir The desire for the creative process and leverage their imagination, their desire to create and innovate. When you do photos, find ways to represent self-expression, novelty, and imagination. Think forward-thinking. Here you can see photos taken from unusual angles and perspective. This is how the creator says the world, try and see it the way it does. They often have a futuristic look at, either presents minimalism or Heidi. Vibrant and saturated colors add a sense of freedom to its freedom to be offensive, freedom to have a voice and the one to use it. That's how you talk to the creator. 13. Meet The Innocent: Introducing the innocence, also known as the pure. Of course, when we talk about innocence, we think children and the innocent does have a childhood sense to it. Also understand and hear what is pure, wholesome, free from preconceptions. What hasn't been corrupted. Dns and is also about optimism. He always sees the glass half-full. He's also about forgiveness, think pure love, and simplicity. His goal is to be happy in what makes him happy is to do the right things. He's virtuous and faultless, free from the responsibility of having done anything wrong or hurtful. They are no hidden agendas or double meanings with the innocence, he is just pure transparency. The innocence is easy to trust because he's pure in faultless. He gives a sense of inner peace and acceptance. He also triggers nostalgia for simple types, such as childhood. When you want to reflect the innocence. Avoid messages that are too subtle or have grey areas. My digester, it will be better to have a black and white message that goes straight to the point. So vitae is that you must reflect our childhood. Goodness, morality, simplicity, purity, nostalgia, and radiants, optimism that my friend was the innocent for you. 14. Meet The Sage: It's time to introduce you to the sage, also known as the teacher or the mentor. Whereas the innocence is associated with the child, the sage could easily be associated with seniors, not necessarily in age, but people who are there to show us the way because they have more experience like a pie or a sensei in Japan, you can see them as guides. The sage normally develops his expertise and later shares it with the world because he believes that knowledge is wisdom. And he also believes that this is how we grow. So he's always learning, always seeking wisdom, always seeking knowledge, and always wants to look for the truth. Because it's a truth seeker. He uses intelligence and wisdom to understand the world and is fulfilled only when he finds answers too challenging questions. When he talks to people, the sage challenges is interlocutors to think differently and to see the world from a different angle. He's the one who helps them expand their minds and their views. Here are two people that portrayed the sage, perfectly, Dumbledore from Harry Potter and Mr. Miyagi from the character keys. You can also think of Yoda or the Dalai Lama to reflect the sage or attract one. You must create images, make intellectual private jokes, just as if you were winking at their intelligence. Don't be afraid to be subtle in this case, because simple messages could put them off, use symbolic imagery and be philosophical. Don't be scared to be complex. And to t is their intelligence. Because that's how you appeal to Sage by appealing to their strong desire to know more. 15. Meet The Explorer: And last but not least, you explore the trailblazer, pioneer or adventurer. Do you must have guessed it to explore a crazy adventure. And once you discover the world alone to them, adventure is a main of enlightenment that allows them to focus on self-discovery and self-sufficiency. They are independence and do anything to avoid boredom and entrapment. They liked the new and taking risk. The goal of the explorer is to experience a more fancy and fulfilling life. And to do that, they must seek and experience new thing, journey and travel. So to appeal to the Explorer, you have to remote freedom and discovery. Also important to reflect individuality, incitement, and a way to experience new things. Challenge to confines of modern lives and you will become relatable. Modern society is a common enemy in which many explore leaves. So 40 tips. Sky is the limit. Well, you have to show in your photos is the outdoor. Promote the unknown as the lens of the free and challenge them to explore it. Tell us about the limitless possibilities and the conduct of mother nature. Once again, remember, sky's the limit. That is the end of meeting and diving into the archetypes. 16. Takeaways: And we have reached the end. I hope that you guys enjoyed the course and that you have been able to find some insights in there. Just wanted to sum up a little bit what we've done so far. Okay, things for you to remember. First things first. This is just a tool to tell new stories and for you to stand out, you can also help your clients tend to about doing that. Use the brand archetypes anywhere in anyhow, it is just for you to get inspiration from a guideline. Focus on how you make your view of fill and align to the audience. They are the ones who matter. And I will not stress that enough. When we talked about norms, colors, and representations, we have stressed the fact that they are subjective. So everything will rely on the whole your viewer is where they're coming from, where they, they want to be, and who they aspire to be. So think about that. Do your research, interview people, work hard and let me know how your project's goals. So we're fine.