Templates are necessary, democratising and often the only option for many businesses operating without a dedicated creative team
Yet they carry a compromise – a concession that good design requires time and resources. Celsey Jones, Founder of Wales-based independent studio Studio&Jones, saw this gap differently. Rather than accepting that templated design must look templated, she built ARKETYPE as a brand that applies the same care of custom identity work to downloadable, editable creative assets.
The concept began with a straightforward observation. Studio&Jones had developed a distinctive visual language through years of identity work. But it only existed within those commissioned projects. ARKETYPE translates this DNA into ready-to-use design systems accessible to founders, creatives and brands who need polish without starting completely from scratch.
Each ARKETYPE release functions as an ‘Edit’ rather than a simple template pack. “It means we treat templates like brand systems, not throwaway graphics,” Jones explains. An Edit begins with a clear creative direction, which shapes the entire system before any layouts are touched. Templates then come from this foundation. The result holds together visually whilst adapting easily to different brands and applications.
BLANC, the debut Edit, comprises 60-plus Instagram templates spanning feed posts, carousels and stories. The templates ship in 1080px × 1350px for feed content and 1080px × 1920px for stories – they’re optimised for scroll-stopping clarity with the minimal, versatile aesthetic the studio has become known for. Everything is fully editable in Canva and Figma (depending on your chosen version), with users able to adapt copy, imagery and colour to suit their brand.
The typographic pairing behind ARKETYPE’s identity reflects Jones’ broader philosophy of considered simplicity. Neue Haas Grotesk Bold provides the structural backbone – clean, modern and functional enough to work across digital platforms. PP Kyoto serves as its counterpoint, introducing a softer, more editorial quality that adds personality and warmth. Colour follows the same principle of support. The palette strips back to black, off-white and soft yellow. It’s neutral enough to bring calm and cohesion whilst allowing the content and templates themselves to stand out.
The challenge with template systems lies in avoiding two things: feeling too generic or too rigid. Generic templates lack distinctive character. Rigid ones force you into frameworks that feel foreign. Jones’ approach addresses both by establishing voice and tone before touching any layouts. “Each Edit has its own rhythm and personality from the start, and that’s what gives it depth,” she explains. “The structure brings clarity, but it’s the voice and visual tone that make it feel like more than just a template.”
The ARKETYPE Edits are deliberately not designed for specific industries. Whilst copy within templates may suggest particular use cases, the overall design remains flexible and adaptable across multiple audiences and sectors. Each Edit is built around brand behaviour, energy and aesthetic rather than industry conventions, allowing the assets to work across various applications. This positions ARKETYPE as a tool for all brands rather than a library of industry-specific solutions.
The social templates mark only the beginning of the project’s ambition. Over time, ARKETYPE will evolve into a complete suite of digital brand tools, with each Edit expanding into a full ecosystem of social templates, website layouts, sales pages, presentation decks and email templates. Every Edit will grow into a cohesive, considered product, branded from the inside out.
“ARKETYPE isn’t trying to be loud or trendy,” Jones reflects. “It’s calm, intentional and built to last. Each Edit is a considered creative system – something that can be used, adapted and executed without ever feeling disposable.” For brands and creatives who’ve accepted that templates means compromise, ARKETYPE offers a counterargument: that downloading a template and commissioning custom work needn’t feel like entirely different experiences.
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Content taken from ARKETYPE
