Passionate Brands. Everyday Utility.
Archetype is a media portfolio for the modern era. Media is changing, and not just what what we focus on. Media is changing our culture and our values.
We feel a responsibility to understand the difference between frivolous entertainment and thoughtful editorial. We believe the future of media isn’t just in making more content–it’s about giving people something they can use. Our consumers love to travel, cook, study, plant, educate, build and problem solve. And we love to help them grow.
We challenge our brands to add value with everything we publish. More media is not better media. Fast media is not improved media.
It is this commitment to the personalized values of our consumers that results in their passionate embrace of our timeless brands.