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If all the world's a stage,
archetypes are the protagonists.

Conceived by Swiss psychoanalyst Carl Jung, archetypes are a powerful personas tool
based on storytelling to help us better understand and differentiate our existing brand.

The EA Archetype Blend

To build EA's unique blend, we decoded our DNA and made
sure it stacked up against our competitors. Months of deep
introspection and rabbit holes led us here:

No need to memorize our archetype blends.
Just remember that they're the backbone of our brand
voice — a compass to messaging that's distinctly EA.