IN-STUDIO: Branding by Midheaven

How to brand yourself by using your Midheaven Sign, plus visual moodboards for your unique archetype.

NOTE: This publication is too long to view via email. Please click to the app or web page to read the full article.

As a brand strategist and designer, it’s my job to find the identity of a brand or being. While everyone’s methods are different, I’ve always enjoyed taking a sort of inside-out approach to branding; finding what it is that makes a person, product, space, etc. unique on a soul-level, and translating that into a visual form vs. trying to specialize in a specific aesthetic style or trying to replicate what’s already out there.

In creating visual worlds through this inside-out approach, I often use clients’ astrological birth charts to help give me more insight into what they’re trying to create and who they want to become in terms of their personal legacy.

In astrology, your Midheaven (or MC) sign is the sign associated with your brand. There are also other aspects to consider - your sun (your personality/identity), rising sign (how others see you and how you see the world), venus sign (your aesthetic taste and your unique brand of beauty), and your mercury sign (how you speak and communicate), but in the wider essence, our Midheavens help us to understand the legacy we are here to create through our work or purpose, and also how the public perceives us.

Our MC is how we are seen when we are on a platform (be that in real life or digitally). It’s not so much how people see us in social settings (that would be our rising sign), but more how we appear to others professionally or in terms of public image.

Even if your brand is not about you, and instead you sell a product for example, your MC can still point towards the energy of what you are trying to build in the world because it relates to how you actualize your life’s purpose into something that can be given to the wider community.

For example, I’m currently working with a client with a Cancer MC, and while her brand doesn’t show her face at all, what she’s creating deals with Cancerian themes like healing and creating a home for others to experience gentleness and care. This has helped inform some of the visual elements we’ll be using in designing her brand world.

I find it so fascinating when clients start to adopt the aesthetics and traits of their Midheaven, such as creating branding or content that emulates this sign, or even dressing like their MC sign in photos, and it somehow really makes them shine and magnifies their radiance.

If you’re interested in learning how to use your Midheaven sign to help you brand yourself or your creations, keep reading…

But first, to find your Midheaven sign, just create your birth chart at astrocharts.com, and under “Planets” (the very first section below your chart), you’ll see the last aspect in the right hand columned titled MC with the sign name.

Once you have your MC sign, scroll down to your sign and have a read.

Below are some moodboards and tips for each MC sign to help you build a brand foundation. Try it out and see how you feel!

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

---

ARIES

Aries is the icon and trailblazer of the zodiac. People with Aries in their Sun, Moon, Venus or Midheavens tend to be very singular figures in society. To name a few: Rihanna, Sarah Jessica Parker, Bob Marley, Marilyn Monroe, Angelina Jolie, Meryl Streep, Lady Gaga, Mariah Carey, Pamela Anderson, Pharrell Williams… the list truly goes on. These are people who stand out for their personalities or unique beauty, or who have played very iconic characters (think of Sarah Jessica Parker’s Carrie Bradshaw or Angelina Jolie’s Lara Croft). You’re meant to have a strong identity and you do well with working for yourself. You need a career that allows you to be the leader and to be in charge. Whether that’s through self-employment, entrepreneurship, management, or being a director of some sort, you lead the way through and blaze your own trail. Athletes and creatives are also great paths for Aries Midheavens. Many inventors also have this placement as Aries can have many ideas (they rule the head). If you are an artist/creative, your work may be very pioneering, empowering or you somehow are able to create unique work that stands out from the rest and becomes identifiable to you in some way. You love rooting for the underdog so this may also come out in your work.

Branding for Aries MC: The only color you need as an Aries Midheaven is RED. Red is an Aries’ power color, along with black and white. Consider making these hues a part of your brand color palette. Your brand uniform is anything leather, denim, and/or sporty athletic-wear. Aries Midheavens are magnetic to the public when they lean into their trailblazing and bold spirit. Aesthetically, Aries are related more to clean lines and a simplistic, yet striking look (vs. ornate details and patterns/prints). In terms of positioning, make sure your brand positioning highlights your courageous and pioneering vibe. Aries can be excellent cheerleaders and charge ahead where others fear to tread, so make sure that comes through in the way you market yourself - fearlessly and unapologetic.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

TAURUS

Taurus Midheaven - she’s luxurious, sensual, and elegant. As a fixed earth sign (meaning a bit set in their ways and thinks practically), Taurus MCs may have careers that relate to finance/banking, business, real estate, and agriculture. However, being ruled by the planet of Venus (love, creativity, beauty), you may also have a career in art/design or fashion. If you’re are an artist or creative, your work might center around nature or you might work with natural materials in some way or with the body or voice. Equally hardworking as you are an advocate for rest and relaxation, you career path should afford you the finer things in life and allow you to steadily accumulate all of the material possessions you desire in this lifetime.

Branding for Taurus MC: Taurus is associated with emerald green so you would do well to incorporate green hues into your brand palette. In terms of clothing and aesthetic, anything that looks ornate, luxurious and feminine is stunning on you. Velvets and silks are amazing fabrics for you to play with. Lean into nature imagery and raw materials like stone and clay. Position yourself in a way that highlights your dependable nature, elegant aesthetic or incredible business acumen.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

GEMINI

Gemini is a mutable air sign meaning it shape shifts and never really sticks to one thing - it needs to be mentally stimulated. If you’re a Gemini MC, this same energy may resonate with your career choices — perhaps trying many different things over the course of your career. You’re quick-witted and curious. Always looking to learn something new. Underneath all of Gemini’s career choices is a desire to communicate with the world in some way and to disperse information. Whether it’s being a writer, podcast host, interviewer, journalist, comedian, marketing & sales rep, social media marketer, or PR & advertising professional — you desire to speak, talk, and share.

Branding for Gemini MC: Yellow or mustard yellow is Gemini’s power color. Although you’re a bit of a chameleon, when you feel at a loss for what colors to incorporate in your imagery or brand palette, consider soft or muted yellows, and gentle greens evocative of a 60s vintage vibe. For clothing, Geminis look great in bookish and academia looks, as well as eclectic and playful styles. There’s something about them that always feels youthful, so lean into this. Position yourself in a way that highlights your intellect, communication skills, and your ability to be on the pulse of what’s happening online and in the world. Curiosity is your superpower.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

CANCER

Sweet and soft Cancer Midheavens, your career path or legacy is marked by your compassion and care. You may excel in careers that allow you to nurture others or work with emotions in some way. This could look like healing fields (both spiritually and medically - like being a nurse or doctor, or a holistic healer or doula, teaching, philanthropist, advocate, caring for children or the elderly, or the arts. As long as it allows you to bring your sensitivity and deep-feeling nature into the work you do and connect with people, you will feel satisfied. If you’re an artist/creative, your work may center around emotions and feelings, or perhaps relate to the feminine in some way. As a cardinal sign (the initiators), Cancers can have a great deal of ambition. However, they are emotionally driven by a need to provide for their families vs. to outwardly achieve something specific.

Branding for Cancer MC: As the archetype for the Feminine, Cancer MCs are their most magnetic to the public when they lean into a soft, ethereal aesthetic. Think of the moon - how it glows in the night sky - and evoke this feeling in your branding through incorporating iridescent elements or using soft white and lilac tones in your color palette and imagery. Cancer MCs look great in soft linens and cottons, as well as white and lilac tones. For photoshoots, opt for billowy, feminine lines in your clothing and soothing atmospheres. Position yourself in a way that enhances your empathy and care for those you serve or work with.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

LEO

For Leo Midheavens, all the world’s a stage. Leo MC’s need to have a career that allows them to shine and be in the spotlight, as well as to lead and be seen for their talents and confidence. The irony is, most Leo MC’s have a Scorpio rising (*raises hand*), which is all about being hidden and mysterious. To merge these aspects of yourself, think about creating a sort of public persona that may be different from who you are day-to-day. Think of Prince or Frank Ocean, who share this MC - they are extremely private people, but have a large public persona when it comes to performing or how they share their art with confidence. Leo MCs do great in artistic fields, as well as marketing & PR, entrepreneurship, or motivational speaking. Whatever they do, it has to be with their whole heart. When operating at their healthiest, their vulnerability allows them to motivate and empower others to shine in their own right. If you are an artist/creative your work must be for the joy of creating and come from a purely self-expressive place rather than trying to create for what people like.

Branding for Leo MC: I’ve noticed there are 2 ways Leos tend to express themselves depending on other elements of their birth chart and that is (1) really fun, colorful, and bold colors (very playful), or (2) a chic, somewhat gaudy aesthetic. I went for #2 with this brand moodboard, but both variations work well for Leo MCs. As long as it makes you shiny and attention-grabbing, it will work for you. Leo’s power colors are gold, royal blue, and purple, so consider incorporating these tones into your brand palette. Ruled by the Sun, anything that helps you appear warm and approachable will make your brand more magnetic. In terms of imagery and photography, get a little wild with your clothing choices and allow your personality to shine through them. Share your work and your art. Position yourself as the artist or the entertainer first.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

VIRGO

Known for their attention to detail, organization skills, and desire to serve, Virgo Midheavens make fantastic medical & healing professionals, administrative professionals, editors, scientists, health & wellness professionals, copywriters or technical writers, and educators. With Virgo, there is a desire to perfect and to correct, so they will feel most satisfied in roles that allows them to research, test and organize. If you are an artist/creative, your work might lean toward something that allows you to get very technical with details - let’s say, photography or even music. There’s a precision that needs to be expressed in your creative work and you can often be known as someone in your field who is very skilled at something specific that others will want to outsource you for.

Branding for Virgo MC: For Virgo MCs, you’ll want to stick to neutral tones and sort of a simple and non-fussy aesthetic in your branding. Virgos work whites and beiges fantastically, so consider incorporating these hues into your visual branding or professional-presenting clothing. Your Sun, Venus and Rising might change the flavor of your Virgo MC so play with what works for you. Imagery that works best for Virgos are those that relate to nature or have a sort of clean and simple aesthetic. In terms of clothing, clean lines, organic fabrics, and nothing too loud or extreme is ideal for Virgo MCs to be perceived the most magnetically. In general, it’s important for Virgo MCs to position themselves in a way that highlights their sense of service, competency, and attention to detail.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

LIBRA

Libra Midheavens do best in fields that allow them to express their natural diplomacy and ability to bring about fairness and equality. At the core of their legacy, is wanting to create harmony in the world. This might be through fields like relationship therapy, law, communications, roles that allow them to exercise negotiation or mediating, or more artistic fields like fashion, interior design (really any design!), and architecture. Libra Midheavens are excellent at understanding and navigating social graces, so they have a keen ability to be able to network with the right people and put people in their corner. They are also excellent team members as they know how to work in a group and bring out the best in each member of a team. If you are an artist, your work will lean towards harmony, potentially work that involves some sort of physical material like installation art or interior design.

Branding for Libra MC: Because of Libra’s diplomatic nature, calm blues and stone hues are great choices for your color palette. Metallics (especially silver tones) will make your brand even more magnetic. For imagery and photography, harmonious and peaceful environments will make you shine, as well as wearing clothing that feels balanced in some way. This could look like playing with structural sillhouettes or mixing fabrics that are both strong and soft — you guys are excellent at balancing masculine and feminine aesthetics. Your brand positioning should emphasize your relationship-oriented approach and how you are a great supporter to any client or team member.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

SCORPIO

Scorpio Midheaven — she’s sleek, she’s sexy, she exudes a magnetic allure and a palpable depth that draws people to her. Your career path or legacy might be marked by roles that allow you to work with therapy, psychology, research, investigative journalism, roles that work with death in some way, private detective work, shadow work or healing, sex therapy or sex work, and you can also make excellent business people, investors or marketing execs, as you understand what people want. Your career roles must allow you to utilize your keen instinct and your ability to dive deep to know answers and the truth. If you’re an artist/creative, your work may center around “taboo” or hidden topics in the psyche and deal with transformation or death.

Branding for Scorpio MC: Lean into the mystery. Scorpio’s power colors are black, blood red, and dark plum tones. Anything that errs on the side of “edgy” is something you can get away with. Wearing vampy looks or sleek, sharp aesthetics will make you incredibly magnetic. Sex appeal works in your favor. When taking brand photography, make sure that the overall vibe of your brand feels moody and mysterious. This works better for you than any other sign. Black should also absolutely be a staple color in your brand palette. Lace, leather, and sheer materials look great on Scorpio MCs ( depending on your Venus Sign). Also - sunnies - wear sunnies. Anything that highlights your hypnotic eyes or shades them will work great for you in photos. For your brand positioning, make sure you communicate your ability to be a catalyst for change, highlight your strength of going deep and getting to the root of things, and share your intuitive and psychic side.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

SAGITTARIUS

With a Midheaven in Sagittarius, you are the sparkly wild child of the zodiac, who also holds a lot of wisdom and an incredible ability to teach others. You are constantly looking to expand your horizons and to develop your perspective on the world. You love to travel and explore - both in the mind and in places. Your career path needs to give you freedom to explore and adventure - whether that be physically or mentally. Sag MCs make great educators/professors, spiritual leaders, philosophers, travel or tourism-related roles, academics and athletes. With their fantastic sense of humor, they can make awesome comedians. If you are an artist/creative, you are gifted with storytelling so you can do well with writing, scriptwriting or filmmaking.

Branding for Sagittarius MC: Okay, so, this is just from observation, but I find Sagittarius MCs to be challenging to have a distinct kind of style to recognize off the bat compared to any other sign. They are a mutable (changeable) sign, after all. So this is probably with due purpose so don’t feel you have to stick to one thing. If you’re MC is in Sagittarius, your power color is purple and rustic tones like amber which will work well in your brand palette. Sparkles and really fun, wild looks absolutely slay on Sag’s. Think glitter, fringe, furs and basically anything that makes you look like a human disco ball. They also rock the cowgirl look - so if that’s your thing, try it out. They look great in a sort of 70s hippie style as well, matching their free-spirited energy, so this could be something you play with in your visual design. In your brand positioning, you’ll want to highlight your education and experience both through technical education but also your own lived experience as you have a lot of wisdom to draw from. You also can position yourself well by sharing stories and teaching others - making your content anecdotal, but with a lesson.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

CAPRICORN

Capricorn rules the Midheaven placement in the birth chart so in Capricorn, the MC feels right at home. Capricorns MCs are industrious, ambitious and hard-working. However, they are not boastful - they climb the ladder of success slow and steady, and therefore can sometimes be late bloomers when it comes to their career or purpose in life. As a Capricorn MC, you would do great in careers that allow you to build something over time. This could be fields like - owning a company or business, finance, law, government and politics, medicine, engineering, architecture. Even something that involves working with the earth in some way can be great for them - they like to build things. Because Capricorn is associated with the past, I have found that some Capricorn MCs are interested in fields related to history or even vintage clothing or furniture-selling. If you’re an artist or creative, your work might involve some sort of heritage craft that doesn’t exist anymore or few people know how to do it, or an element that speaks to the past or nostalgia in some way.

Branding for Capricorn MC: Capricorn MC’s look great in traditional office clothing. Professional blazers, crisp shirts, clothing tailored to perfection is key for their public persona. There are 2 expressions of Capricorn I have noticed, (1) the traditional office-wear just mentioned and exemplified below or (2) because of Capricorns connection to history and ties to the past, they can have a sort of vintage earth-mother look which also looks great on them - especially brown suedes and eclectic jewelry. In terms of brand palettes, neutral muted tones will work best, specifically greys, blacks, and camel colors. For brand positioning, your brand should highlight your capable “boss” energy and your ability to get things done. There is a sense of dependability and trust inherent in the way you work and people feel that because you took no shortcuts to get to the level of success you have - so lean into this and own your place as an authoritative figure.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

AQUARIUS

Aquarius is the rebel of the zodiac. They are innovators, social organizers, and those always trying to vision a freer future for us all. Because of this, Aquarius MCs do great in roles related to science, technology, software/coding, product design, astrology, philanthropy, advocacy, and other social causes. Anything that allows them to innovate and advance something will make them happy. They are also extremely intellectual so academia could be a great fit for them. In the very least, their career roles should always allow them to think about things within a system and also allow them a lot of freedom. If you’re an artist or creative, your work might be centered around social justice or community in some way. It can also be around technology or innovations of the future.

Branding for Aquarius MC: Get freaky, babes, you can get away with it. I find Aquarius expresses itself in 1 of 2 ways, (1) super avante-garde and futuristic, or (2) an eclectic, hodge podge look that speaks to the quirky and unconventional side of Aquarius. Experiment with what works for you. I opted to show expression #1 in the brand board below. No matter which way you go, Aquarius’ power color is electric blue, so incorporate this blue into your palette. Also black and silver are great options to incorporate into your palette. With your photography, you can get really weird and innovative - as this is what defines your public image. In terms of positioning, your brand strategy should position you as an innovator, social advocate or even, a disruptor. Highlight this aspect about yourself. In many ways, you create bridges between old and new ideas - so share your thoughts on where you believe we’re going and how to bridge the gap.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

PISCES

Pisces is as a mutable water sign that rules the subconscious mind and the spiritual dimension. Because of this, Pisces Midheavens must find work that allows them to move and change, but also to be connected to the spiritual world in some way. Whether it’s through the arts - like painting, music, filmmaking, writing/poetry, art therapy - or in work that allows them to help others heal, tap into the psychic world, or find God, their work must have a spiritual quality to it for them to be satisfied. If you are an artist/creative, your work may deal with the subconscious or the spiritual world and you often create things in a way that you are not really conscious of — almost like a channel.

Branding for Pisces MC: Pisces color palette is like a vibrant coral reef ecosystem in the ocean — turquoise, pinks, and light purples. Anything that feels soft and pastel will work great in your brand color palette. Visually, you can get away with a lot, but your brand is most magnetic when it has a sort of feminine, ethereal and misty look to it. It’s almost like things are there but they really aren’t - which encapsulates Pisces’ movable nature. Anything mystical vibes really well for Pisces Midheavens - you’re the type that can play with some cosmic looking branding with star elements, for example. As for your brand positioning, you’re here to help us connect to the spirit world so it’s important for you to emphasize your intuitive and psychic nature in the work you do. There will always be a creative streak in everything you do, Pisces are some of the most creative signs in the zodiac, so don’t be afraid to incorporate this into the way you market yourself.

If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

---

Did you resonate with your Midheaven sign? Let me know!

If you’d like to work together or receive support in create your visual universe, visit www.sirahmora.com to explore my services :) If you’d like support in defining your own unique brand, book a consult or checkout MIDHEAVEN.

Have a great weekend!

Sirah