I like complicated systems—especially the ones that make people’s eyes glaze over until someone explains them the right way.

Astrology is one of those systems. So instead of teaching it like an astrologer, I translated it into the language I know best: advertising.

Brand positioning. Human truths. Stakeholder dynamics. Creative territories. Cultural context.

It’s partly for fun, but it’s also a pretty accurate demonstration of how I work as a strategist: find the organizing logic, translate complexity into something familiar, and give people a way to understand it that actually sticks.

That’s how I like to teach, too. Less “here are 47 things you need to memorize” and more “you already understand this—you just call it something else.”

Here’s what you need to know:

THE BIG THREE

Your core brand system.
Sun = who you are. Moon = what you need. Rising = how people experience you.

• SUN SIGN = BRAND POSITIONING

  Your Sun is your core identity. It’s the thing you’re trying to become more fully over time.

  Think: Who are we at our best? What do we stand for? What’s the organizing idea?

  A Leo Sun might be: We exist to be seen.

  A Virgo Sun: We exist to make things better.

  A Gemini Sun: We exist to stay curious, connect dots and keep the conversation moving.

  Your Sun is the strategy slide everyone agrees with before the meeting goes off the rails.

• MOON SIGN = HUMAN TRUTH

  Your Moon is your emotional operating system: what you need to feel safe, understood and regulated.

  Think: What is this person really trying to get emotionally?

  Aries Moon: “I need to feel free to react.”

  Taurus Moon: “I need stability and sensory comfort.”

  Pisces Moon: “I need permission to feel everything without having to explain it.”

  Your Moon is the insight that makes the creative team suddenly sit up.

• RISING SIGN = BRAND EXPRESSION

  Your Rising sign is how you enter the room and how people initially experience you.

  It’s the campaign execution.

  Your Sun might be: Warm, curious, playful. But if you’re a Scorpio Rising, the launch assets may say: Do not approach unless you have a point of view.

  The Rising sign is why the same brand strategy can show up completely differently in-market.

PLANETS

Your internal agency team.
Each planet owns a different function—from Mercury handling strategy and comms to Mars pushing activation and Saturn killing the fun in legal review.

HOUSES

Where the work shows up.
The houses tell you which part of life gets the assignment: identity, money, relationships, career, creativity, community and everything hiding in the appendix.

If planets are the team, houses are the channels.

There are 12 houses, each governing a different part of life.

• 1ST HOUSE = BRAND IDENTITY | Self, image, presence.

• 2ND HOUSE = VALUE PROPOSITION | Money, possessions, self-worth.

• 3RD HOUSE = COMMS STRATEGY | Communication, learning, siblings, local environment.

• 4TH HOUSE = BRAND ORIGIN STORY | Home, family, roots, private self.

• 5TH HOUSE = CREATIVE | Joy, romance, play, self-expression.

• 6TH HOUSE = OPERATIONS | Work, habits, systems, health.

• 7TH HOUSE = PARTNERSHIPS | Relationships, contracts, collaboration.

• 8TH HOUSE = MERGERS & ACQUISITIONS | Shared resources, intimacy, power, death, transformation.

• 9TH HOUSE = THOUGHT LEADERSHIP | Beliefs, travel, higher learning, worldview.

• 10TH HOUSE = REPUTATION | Career, status, public achievement.

• 11TH HOUSE = COMMUNITY | Friends, networks, audiences, collective movements.

• 12TH HOUSE = THE DECK APPENDIX | Subconscious patterns, hidden fears, isolation, things you don’t fully understand yet.

SIGNS

The creative territories.
The planets tell you what the function is. The signs tell you how it behaves: Aries goes first, Virgo makes it better, Aquarius makes it different.

The 12 zodiac signs are basically 12 different ways of approaching the same brief.

• ARIES: Be first.

• TAURUS: Make it worth having.

• GEMINI: Make it interesting.

• CANCER: Make it feel like home.

• LEO: Make it unforgettable.

• VIRGO: Make it better.

• LIBRA: Make people want it.

• SCORPIO: Make it matter.

• SAGITTARIUS: Make it bigger.

• CAPRICORN: Make it credible.

• AQUARIUS: Make it different.

• PISCES: Make them feel something.

ELEMENTS

Your agency disciplines.
Fire brings the idea. Earth gets it made. Air finds the strategy. Water makes people care.

• FIRE — CREATIVE | Aries, Leo, Sagittarius | Ideas, momentum, instinct.

• EARTH — ACCOUNT + OPERATIONS | Taurus, Virgo, Capricorn | Execution, practicality, results.

• AIR — STRATEGY | Gemini, Libra, Aquarius | Ideas, language, culture, systems.

• WATER — EARNED + STORYTELLING | Cancer, Scorpio, Pisces | Emotion, intuition, human behavior.

MODALITIES

Your working style.
Cardinal starts it. Fixed protects it. Mutable survives version 17_FINAL_FINAL_USETHISONE.

• CARDINAL SIGNS = START THE PROJECT | Aries, Cancer, Libra, Capricorn

• FIXED SIGNS = DEFEND THE PLATFORM | Taurus, Leo, Scorpio, Aquarius

• MUTABLE SIGNS = SURVIVE THE CLIENT FEEDBACK | Gemini, Virgo, Sagittarius, Pisces

RETROGRADES

The internal review cycle.
A retrograde is less “the universe is ruining my life” and more: rethink, revise and check what you missed before you hit send.

THE WHOLE POINT

Your birth chart is a system, not a sign.
The interesting part isn’t the headline. It’s how the positioning, human truth, expression, tensions and context all work together.