The casting sheet
An archetype is a direction given to an actor, not a mood board. It fixes what your brand wants in the scene, what it refuses to do, and the register every line is spoken in — so a hundred pieces of copy still sound like one character.
You cast one once, inside your Brand DNA. Every campaign, hook, listing and newsletter Pesavie writes afterwards is performed by that character.
“We didn't ask permission. We just stopped making it the way everyone else does.”
Withholds more than it reveals. Breaks the category's rules quietly and never explains itself.
Best for — Challenger brands, streetwear, niche fragrance, anything defining itself against an incumbent.
“Cut once, by hand, from a single hide. It will outlast the season that made it.”
Confidence without volume. Speaks in restraint, materials and craft — never in superlatives or discounts.
Best for — Premium goods, heritage brands, luxury real estate, high-ticket services.
“Packed at midnight in Lisbon, unpacked at dawn somewhere with a different word for home.”
Always arriving from somewhere else. Frames the product as a passage between places and versions of yourself.
Best for — Travel, outdoor, remote-work tools, founders with an origin story worth telling.
“Three ingredients, chosen the way an editor chooses a first line: nothing spare survives.”
Argues a thesis. Treats the audience as clever and rewards them with references, precision and structure.
Best for — Substack writers, specialty coffee and wine, design objects, B2B thought leadership.
“It warms a half-second after skin does, and then it stays for the rest of the night.”
Sensory and intimate. Writes to one person, in close focus, using texture, temperature and touch.
Best for — Beauty, fragrance, lingerie, hospitality, creators building a personal register.
“One bar. Four ingredients. No fragrance, no colour, no story you have to believe.”
Removes until only the true thing is left. Short sentences, no ornament, absolute clarity.
Best for — Skincare, essentials, software, any brand whose promise is 'less, but better'.
“Your morning routine has eleven steps. Ten of them are marketing.”
Opens with a claim you have to answer. Direct, funny, slightly dangerous — built for the scroll.
Best for — DTC launches, TikTok-first brands, performers, campaigns that need to be argued about.
“We're not launching a product. We're settling an argument the whole industry has been avoiding.”
Builds a movement, not a campaign. Names what a group already feels and hands them the language for it.
Best for — Agencies, platforms, category-defining tech, community-led and mission brands.
“Yes, we named it that on purpose. No, we're not explaining it to the people who don't get it.”
In on the joke. Native to the feed, quick and warm — makes the audience feel like they were already part of it.
Best for — Consumer tech, challenger DTC, creator tools, brands who live in comments and replies.
Rebranding yourself
Not every launch is a product. These briefs are written for the person — a new era, a portfolio relaunch, a voice reset. Copy one into the generator and direct from there.
Musician / performer
I'm an artist entering a new era. Announce the shift without disowning the old work — a short manifesto, three teaser captions and one long-form note to my mailing list.
Cast as — The Mysterious Rebel
Use this briefPhotographer / designer / director
Rewrite my portfolio site around one point of view: an about page in first person, three project intros, and a line I can use as a signature everywhere.
Cast as — The Quiet Luxury Icon
Use this briefWriter / Substack author
Reset my newsletter: a positioning paragraph, a welcome email, and five recurring column ideas that all sound like the same person thinking out loud.
Cast as — The Intellectual Curator
Use this briefCreator / host
Ten scripted opening lines about my own story and practice — no product, just me — for short video, in a voice that sounds nothing like a brand account.
Cast as — The Bold Provocateur
Use this briefFounder stepping forward
I'm putting my own name in front of the company. Write the personal origin note, a LinkedIn-length version, and three lines I can say on camera.
Cast as — The Visionary Nomad
Use this briefDancer / model / stage performer
Write my artist statement and casting bio so they read like one character: close, sensory, and impossible to confuse with anyone else on the list.
Cast as — The Seductive Muse
Use this briefBrief builder
I am a…
The moment
What I need
Cast as
Your brief
“I'm a musician rebranding myself. I want to announce a new era without disowning the old work. Write it as campaign blueprint, performed as The Mysterious Rebel — about the person, not a product.”
Open in the studio