BEYOND LOGOS: OUR INTERVIEW WITH WEBSITE PLANET ON BRANDING AS MYTH, PSYCHOLOGY, AND SOUL

To celebrate the launch of our new website, we sat down with Website Planet for an exclusive interview Beyond Logos: Aniko Szatmari on Branding as Myth, Psychology, and Soul. We're grateful and excited to discuss our passion for branding and share the story behind our Brand Archetype SoulWork™ process.

Here is an excerpt:

"At Website Planet, we had the opportunity to speak with Aniko Szatmari, Chief Creative Officer & Founder of Studio LXR, a creative agency that blends mythology, psychology, and design into a unique branding philosophy. Through her proprietary process, Brand Archetype SoulWork™, Aniko helps brands uncover their deeper essence – their “mythic DNA”, and translate it into powerful, resonant visual storytelling. From global icons to emerging creators, Studio LXR’s work is rooted in the belief that branding is more than visuals; it’s about creating harmony, resonance, and cultural impact.

Studio LXR was born from the belief that every brand has a frequency, a living essence that wants to be seen, felt, and remembered. Traditional branding often stops at visuals and messaging, but we felt something deeper was missing: the soul.

Our Brand Archetype SoulWork™ process emerged as our response. It’s a fusion of mythology, psychology, and design, helping clients uncover the archetypal forces that shape their vision. By decoding these archetypes, we align strategy and aesthetics into a coherent field designed to resonate on a soul level. Instead of thinking of branding and marketing as a means of ‘targeting’ audiences with messaging, we like to think of these pillars as a way of creating resonance with ‘aligned audiences’, or in simpler terms, attracting people who vibe with the brand. Our process involves a deep client discovery session and an AI-assisted archetype exploration. The result isn’t just a logo or identity, it’s a mirror of the brand’s mythic DNA, amplified in a way the world can recognize and connect with. For clients that are not ready for this kind of deep dive into archetypal exploration, we also offer a more traditional brand audit and strategy service as well." ...

Read the full interview on Website Planet.