The Ruler Archetype with Homaya
Good design often goes unnoticed—it simply looks and feels natural. Behind the scene, however, lies significant effort to uncover a brand's essence and build its world. In this series, I'll reveal the inner work that creates compelling, beautiful brands.
Homaya is a spiritual leader who elevates others to higher states of awareness, potency, and wealth. Our journey began in 2021 when we collaborated on developing webpages for her extensive body of work and ongoing programs. This evolved into a comprehensive brand development process, and eventually the creation of a website that provides an elegant, elevated space for her brand to dance.
Watch our conversation about her embodiment of The Ruler Archetype
Insights from Our Conversation
“I do give a lot of credit to my mentors and my teachers, and my inner work, but I also give a lot of credit to you and the process that we’ve done together in the brand creation.”
Homaya
Removing the Noise
Initially, Homaya was unsure about branding—especially since her work was already thriving. Why invest time in something unfamiliar? She reflected: "...until we completed the year of immersion... I couldn't understand how much peace, clarity, power, and efficiency this gives."
Branding is a process of potency—one where you discover cohesion, power, and grounding. A clear direction emerges from this experience, and only when actively using the system do you realize how the noise has quieted. You shift away from mental weight and begin relying on the system and language cultivated specifically for you.
"There are way less questions I need to ask myself because there is an internal set of laws that are clear before you wake up."
This had a profound impact on her work with her team, empowering them to make independent decisions about what is on-brand versus off-brand. Investing in brand strategy creates mental space because you can trust the structure it provides.
"It's not our style, it's not our texture, so we're not doing it like that. A lot of noise was removed and there's much more flow."
Embodying The Ruler
Through deep strategy sessions with Homaya, I arrived at The Ruler archetype. It felt exhilarating to recognize this archetype in her brand—I knew it matched the level of power she was already embodying.
For Homaya, receiving this archetype was both beautiful and challenging. It required courage to embrace this transformation and declare, "This is ME."
"You pointed and showed me, this is where I'm stepping."
This transformation mirrored Homaya's evolving purpose. Her journey flowed from the Magician archetype through the Sage teacher, ultimately arriving at The Ruler.
Reflecting on what the archetype has given her, she shared, "What I have is a high-definition of the environment that allows the ripple effect of what I'm giving to be emanated."
When asked about her current relationship with The Ruler, she simply stated, "I became it."
Homaya's brand exemplifies deep embodiment, creating an aligned and sustainable form of expression. In The Ruler, she has found both wisdom and freedom.
Calling in Legacy
Once we clearly defined The Ruler Archetype, we needed to create an environment where that legacy could thrive. We envisioned Homaya's legacy — exploring how it would feel, what form it would take, and how it would impact her community and beyond.
"I feel that is one of the beautiful things you pointed out... I wasn't even calling it legacy."
Homaya was deeply immersed in her teachings, vision, and work. Stepping outside that flow during the brand process allowed her to pave a clear path for her legacy. Taking a pause from being IN your vision to see it from a fresh perspective can be revealing. The branding process is both reflective and forward-looking—a shift where things suddenly click into place. I'm not offering any magic solution; I'm simply talking about what's already there, giving space to be present, listen and reflect who you are.
"I feel you were looking at me and looking at my, you know, 'my book' and saying to me 'Look at yourself!'"
Creation, Integration, Application & Evolution
Our work is collaborative and requires an open spirit to build a bridge that reflects your deep values. You're involved in every step, learning the inner workings of the system.
As Homaya beautifully expressed it,
"It was not just — Paige created a Lamborghini and gave you the key. I was with you in this process of creating this Lamborghini."
The brand journey doesn't end with our collaboration—it's just the beginning. As you settle into this new home, you'll integrate the strategy and apply the system. Through actively engaging with your brand, "the wisdom is revealed".
We create a flexible container designed to evolve with you. Neither we nor our brands remain static. Evolution is inevitable, and by anchoring into your legacy and archetype, we create space for future growth and expansion.
“[The Ruler Archetype] is the context of my legacy. It’s not a decoration, it’s not a title. It’s not a certificate on the wall. It’s something to integrate and accept this manifestation. And the integration was a process of embodiment.”
Homaya
An Invitation For You
I invite you to step into the brand process and establish your world's unique culture. As your brand's tone becomes more defined, you'll feel greater clarity and resonance. You'll understand who you are, recognize your value, and know exactly who you're speaking to—all while keeping your legacy as your north star.
If you're ready to invest in a collaborative journey, Homaya's story illustrates how the energy you invest returns tenfold. True embodiment requires both time and space to flourish.
For those just beginning, the Brand Foundation offers an ideal starting point. This guided self-discovery — complete with videos and workbooks — offers deep questions to unlock your magnetism.