Where Creative Storytelling Meets Science


CharactaMap™ by Inkubator is an intuitive writing system channeled through 5 decks of critical thinking prompt-cards, made for people who want to create memorable characters and write compelling stories.

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What Is It?

CharactaMap by Inkubator is a revolutionary writing system that combines creative art with scientific principles to help storytellers craft captivating and meaningful stories. It consists of five decks of prompt-cards, guiding users through a 5-stage process of critical thinking. These cards bring the rigor of science to the fluidity of creativity, allowing users to unleash their storytelling potential and create relatable characters, compelling plots, and vivid settings. While CharactaMapTM doesn't write the story for you, it serves as a valuable tool for both experienced storytellers and beginners, offering guidance and inspiration to produce deeply engaging narratives.


Deck 1

Seed Deck

The Seed Deck focuses on the core foundation of your entire story and ensures you have a winning concept before you write a word. After a first pass, you should be able to deliver a compelling concept elevator pitch about how and why your story is so special.

Deck 2

Personality Deck

The Personality Deck helps to build relatable characters by revealing deep insights into their behavior. Start with a few cards, add layers of personality, assigning traits, motivations, and goals. Characters feel real and unique, with unlimited possibilities.

Deck 3

Builder Deck

The Builder Deck integrates Seed and Personality cards aiding character development, enhancing storytelling psychology and shaping your narrative. The Builder Deck breaks your story into action events and sequences, sparking creativity as you devlop your story.

Deck 4

Insight Deck

The Insight Deck adds layers to your chararcter's personal growth and emotional triggers, improving chararcter intreractions and enhacing resonance with the audience. This ensures that the story becomes a collaborative jumping-off point for creative refinement.

Deck 5

Scene Deck

Once you've finished with the Scene Builder deck, you will have defined your character behaviours and you can begin to think about your dialogue. Working with a creative studio of your choice will help with the next steps of visualisation and style treatment.

The Science

There are seven specific science-based benefits to the CharactaMap™ system, so you can hopefully trust that this method can help you. All that really means is that this product will help you to write stories that are exceptionally strong contenders for publishers, broadcasters and studios to to buy because of the detail, connection and deep understanding of the audience.

CharactaMap™ helps your brain to adjust to process each prompt separately and in combinations, so you’ll get better at thinking up fresh ideas in different ways. This feeds your creativity during the story, which can only make the story better.

CharactaMap™ helps you think about how you think. It's like taking a step back from yourself and looking at your thoughts from the outside which helps you solve problems better and come up with more creative ideas.

CharactaMap™ puts your thoughts out there in the real world. It's like taking your thoughts out of your head and putting them on a table where you can see them better. This can help you understand complex ideas more easily.

CharactaMap™ can make the process of creating a story more fun and challenging. This can make you more interested in the task and can help you come up with better ideas.

CharactaMap™ can help you understand and remember information better if they have both words and pictures. This is because your brain processes words and pictures in different ways, and using both can give you a better understanding of the topic.

CharactaMap™ can help you come up with lots of different ideas around a single topic. This is a key part of being creative and can lead to more interesting and varied stories.

Just like scaffolding helps in building a house, CharactaMap™ can provide a support structure for your thoughts and ideas. This can help you create more complex and well-structured stories.

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CharactaMap Deck

Limited Edition CharactaMap™ sets are available to pre-order by clicking the link below. If you would like to purchase a set of decks or if you are interested in a free ChararcterMap™ consultation then get in touch below

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CharactaMap™ Profiles

The CharactaMap™ model is made up of 16 distinct and diverse character profiles. Forged in the science of human psychology and predictive personality interactions, CharactaMap™ ensures that your characters and stories effectively engage with your audience. Storytelling is still an art that requires an artist, CharactaMap™ just gives you more colours to paint with.

PathFinders™ are responsible, organized, dedicated to their duties. and are known for their strong work ethic. They value tradition, and for them, there is a ‘certain way to do things'' They are wise, highly internally referenced, and pay close attention to detail - sticking to the rules where they apply, like Musafa from the Lion King, wise and responsible.

Pathfinders™ need order, stability, and responsibility, and can be relied on to get things done.This means they don’t like change much or emotional oversharing either. Showcase as a script writer their inner struggle with both, and make their vulnerability in these settings come to the fore since this will make them very relatable to the audience - like John Thaw’s portrayal of Morse.

To illustrate the character development in this personality, look no further than Spock from Star Trek, or Jason Bourne from The Bourne series, both of whom were logical, methodical, practical and loyal. So was Hermione Granger from Harry Potter. In animation for kids and adults alike, Marge Simpson from The Simpsons, or Bagheera from The Jungle Book also display this personality type. 

On the villains side, it’s hard to look past Inspector Javert from Les Miserables, or Warden Norton from the Shawshank Redemption.

ShieldBearers™ are caring, supportive, and loyal individuals. They are deeply committed to the people they love and often put others' needs before their own. They have a strong need to care for others and maintain harmony in relationships around them, and that’s where to build this personality type into a meaningful character that audiences will love. Protectors are known carers for their families, loyal and reliable as parents, friends, coworkers or friendship groups, so showcasing these connections will drive powerful audience connections - like Monica from Friends would do - this being a classic Protector personality on TV. Developing the character allows for demonstration of those relationships.

In the movie world, character development like Samwise Gamgee, friend to Frodo in The Lord Of The Rings epitomized this personality, as did Jane Bennet from Pride and Prejudice. From kids animation, It was perhaps more noticeable in Baloo from Jungle Book, or Cinderella both of whom fit the profile perfectly. Villains are harder to find since this is a ‘caring’ typology but Wormtail in Harry Potter (Peter Petigrew played by Timothy Small) or Dr Octopus in Spiderman, showed the consequences of the negativity in this personality.

FriendForgers™ are nice, popular people. They are warm, considerate and sociable, with an internal driving need to demonstrate how they care for other people. They love to belong, so they are very family oriented, or friendship-group oriented, with great skills in creating harmonious, safe spaces where other people feel belonging. This should be an emphasis for creating and fleshing out this character, place them right at the center of a community - although they can also be a little obsessed with keeping up appearances and seeking out the approval of others.

Fictional character development to benchmark FriendForgers™ could be like Maria Von Trapp from The Sound of Music, or Molly (Mrs) Weasley in Harry Potter, both nurturing tradition and family values - or obviously Snow White and Cinderella from kids animation who both share this personality. In the villains column, Mother Gothel manipulates Rapunzel with this personality type, as does Dolores Umbridge in Harry Potter to leverage her control.

TrailBlazers™ are assertive, efficient, and natural leaders. They value order and structure and are good at organizing people and resources to achieve goals, so focus their strong leadership skills, determination, and ability to make tough decisions. When writing a script for any animation video production, it is important to understand how to create believable and relatable characters, and one that offers plenty of scope for character development is this one.

When writing about a Trailblazer™, consider how they have an ingrained need for control and can’t handle situations where they have none, or it is taken away from them. Their emotional drives for structure and routine clash with this need for control and can make for fireworks or a hot headed personality if things beyond their control impact their story. They are confident and assertive at the best of times and this also means they lack a bit of empathy - actually finding slow talkers or overt carers frustrating to be around. They get agitated by the lack of pace in communication, which in turn impacts their need for control. These are the personalities who beep their horn in traffic, or wave at other drivers with one finger…

One of our favourite fictional characters is Jean Luc Picard of Star Trek TNG or really ANY of the Star Trek Captains show the leadership and loyalty of StarFleet. For those who have never heard of him, he’s a male version of Miranda Priestly of The Devil Wears Prada, without the bullying. In animation for kids, Mr Incredible is a perfect example, as is Mufasa from The Lion King, both committed to guiding and leading those in their care. On the villain side, look no further than the Red Queen from Alice In Wonderland for the negative portrayal of this personality, or at a stretch, J.Jonah Jameson from Spiderman.

HarmonySeekers™ are thinkers. They tend to measure everything and everyone by their own personal values, and their tendency for imagination gives them a desire to make the world a better place, and themselves a better person within it. This makes them empathetic and idealistic - but very thoughtful with it, which makes them very sensitive to the feelings of others around them.

Harmonyseekers™ character development stretches to their creativity and empathy - they dream and are emotional. They’re perfectionists, daydreamers and for them it’s important to retain their own sense of identity while they undergo any personal growth journeys. In their fantasies, and in reality, they will struggle to face down harsh realities or criticism - which loses them opportunities. This stresses them to a level of overwhelm, where they just shut down in the face of mounting pressure.

Looking to fictional character development for inspirational Harmonyseekers™ sees characters like Edward Scissorhands, or E.T. as sensitive, curious, empathetic characters with morality and genuine care for others. In animated video productions, Wall-E was a robot yearning for connection and love while being sensitive and curious. The villainous side of the personality type is seen in the Phantom of Phantom of The Opera, or Elsa from Frozen before her redemption.

DeepThinkers™ are primarily driven by a deep sense of idealism to make sense of the world around them and make it a better place. They strongly respect their relationships and bonds, valuing very highly those relationships in which they have formed strong connections. They have a very strong motivation to contribute to the world, society, or their families in a meaningful way for themselves. They can see the bigger picture and are very skilled at connecting on an emotional level with others - to make a difference to that bigger picture. They make great personalities for stories where there is introspection and vulnerability in a character development which struggles with criticism or rejection.

To benchmark your character, this personality type is clearly evident in Jon Snow from Game of Thrones and Bruce Wayne from Batman - both of which are introspective thinkers, deeply moral, aligned to their ideals, and understand human nature perfectly. Pocahontas is another from the animation for kids world, as she tried to bridge the gap between her people and the English, or even Princess Yue from The Last Airbender who was self sacrificing, intuitive and committed to her people for the greater good.

SpiritLifters™ are spontaneous, relatable personalities who love to do new things or find new ways to achieve things. They’re strong at connecting with friends and family and often inspire the groups they are part of to do things their way - but not out of control, from a desire for fun. They are creative, and open minded with seemingly endless energy which can make them inspirational.

SpiritLifters™ like personal growth, meditations and self help books abound. This, in conjunction with joining with and meeting new people is a central curiosity that you can leverage in the script and plot line. They enjoy seeing others improve and grow.

Benchmark fictional character development would include Willy Wonka from fictional film, whilel from kids animation, Peter Pan, Ariel from The Little Mermaid, or Simba from The Lion King, all of whom were warm, charismatic, optimistic and fun-loving. They all loved to explore new things or people. The villainous downsides in this personality would be character like Hades in Hercules who us

VisionGivers™ have a primary drive to inspire others to positive change - always looking for ways to help them to grow. They value community, belonging, and anything that makes things better. When script writing for character development that conveys a VisionGivers™ personality type, it is useful to bring out their charismatic side, charming, supportive, empathetic and motivating. The character can be made to be authentic by labouring on their strong leadership qualities, and sensitivity towards those people or situations they are leading, highlighting intelligent decision making. Place them in scene-settings that require them to mentor, help, teach, or advise others to resolve a conflict or help someone reach an internal goal previously unattainable. Warm dialogue with language portraying emotional agreement and understanding will bring out this personality.

Benchmarking your character development from the world of film and tv, VisionGivers™ are seen in Steve Rogers as Captain America and Charles Xavier of The X-Men, both able to stand up for others with a strong moral compass. From animated video production, this is also seen in Aslan from Narnia or even Moana whose connections to others were central to the plot lines. One of our personal favourite villains with this personality was Ra’s al Ghul from Batman or even President Snow from The Hunger Games since they both seem to be supportive and caring - masking their true intentions of manipulation.

RiddleSmiths™ are analytical, innovative, and smart. They are always learning, developing and acquiring new knowledge - thriving on intellectual activities. They think - but do their best thinking alone, away from group activities or brainstorming - and easily solve complex problems when they do. They love their independence and getting into intellectual debates.

RiddleSmiths™ are analytical innovators, however with a weakened character development, struggle to express themselves and are socially awkward with flawed personal relationships - because they neither want to appear vulnerable emotionally, or be exposed to an inferior intellect babbling on about something they know less about. Conveying these inner struggles will make your character more relatable, as would a character journey where they learn to overcome their weaknesses and the problems they cause.

For benchmarking, think of Dr Spencer Reid from Criminal Minds, or Sherlock Holmes which both display this personality. In animation for kids too - Alakazam in Pokemon, Velma from Scooby Doo, or Yzma from The Emperor's New Groove all display this personality. Villains, could be Hannibal Lecter from Silence Of The Lambs or for more comedy, Heinz Doofenshmirtz from Phineas and Ferb.

BluePrinters™ are strategic analysts and they love to look at evolving situations with a critical eye - to find the way to get it done the best way possible in the shortest amount of time. They are determined individuals who thrive on being independent, so you can absolutely trust them to deliver. They see patterns in the world that escapes others. Their character development operates on a mixture of logic and internal dialogue - trusting their intuition and their high perception skills to navigate their relationships. Strategic Visionaries come up with the answers to problems quickly.

Since they are introspective, they don’t really open up, empathise, or express their emotions to others, preferring to remain private. It would be good in a script to challenge this personality through situations that challenge them emotionally, or illustrating their inner conflict

BluePrinters™ don’t like to be seen to be incompetent or vulnerable in front of others, so they really don’t enjoy change - which makes for a perfect story arc as they learn empathy and how to be more flexible. To showcase their personality, put them into scene-situations that require problem solving, strategic thinking, or clever debates while they interact with others around them. They can come across to some as arrogant but that’s just because they are not expressive - they find it hard to do. Sometimes these insecurities make them overly analytical and can even suffer moments of indecision

To benchmark with characters in movies and animations, Gregory House from House MD is a BluePrinter™ as is Michael Corleone from The Godfather. Both these characters show intellectual thinking, logic, planning and introspective analysis. Both are always ahead of the game as a result. In kids animation too, Lisa Simpson from The Simpsons relies on her intellect to navigate situations weekly. On the villainous side of the personality, Hannibal Lecter from Silence of The Lambs or Emperor Palpatine from Star Wars show the “dark side” of the Strategic Visionary personality

ThoughtWeavers™ are always looking for new and innovative ways to do things, their intellectual curiosity often opening the door to possibilities others don’t always see. They love to be challenged with problems or situations where they get to display their brainpower - loving complex conversations and argumentative debates. They can be witty and clever in the ways they communicate, highly articulate or just good with one-liners. Great at thinking on their feet, they are certainly not easy to beat down in a discussion - they are very adaptable`”in the moment.”

However ThoughtWeavers™ strengths are also double edged - They are starters and innovators - not completer-finishers and can often leave a task undone once started. Their brain processing speed can also come across as insensitive to the feelings of others, as “the answer” can be delivered bluntly without thought to the feelings of more sensitive characters so they can risk insulting people with their words and opinions. This contributes to their weakness in holding down long term relationships.

To benchmark your character development, characters from Film and TV with this personality profile are people like Doc Brown from Back To The Future or Lisbeth Salander from The Girl With The Dragon Tattoo - both of whom were quick-witted, resourceful, and adaptable. In animation video productions,, Princess Anna from Frozen and Edna Mole from the Incredibles share this profile with Genie from Aladdin - all enjoying the challenge and pitting their intellects against the problems they encountered. Villains often have this personality - The Joker and The Riddler from Batman, Loki from The Avengers, and even Syndrome from The Incredibles - all have this personality profile.

Rainmakers™ are highly driven to achieve. They have strong drivers to be efficient, disliking waste of any kind, especially time. They enjoy the pursuit of long term goals, but need to stay in control as much as possible of how those are achieved. Not being able to control situations, or experiencing situations outside their control is stressful - even for mundane things like traffic. Rainmakers are confident, charismatic and decisive. They get things done, and love, thrive and thrill in situations requiring strategic thought or fast decisions. Rainmakers are natural-born leaders.

Benchmarking your character development from the movies, Erin Brockovitch was a Rainmaker tenacious, assertive, and determined for the people she fought for. So was Aragon from Lord of The Rings who took command, led, strategised, and ultimately won! In animation video productions, both Princess Celestia in My Little Pony and King Triton displayed Rainmaker personalities in their respective kingdoms. Even the villains show this personality - Lord Voldemort in Harry Potter and Sauron in Lord Of The Rings were both control freaks, and power hungry but were strategic and commanding of their followers.

Innovators™ are practical, observational learners, and like to learn by doing - the type of character development  that doesn't read an IKEA manual and always has left-over screws that were not needed.

Innovators™ enjoy analysing how things work, and finding ways to get things done. They don't get stressed easily when they are in control, and their resourcefulness always helps them gain that control.

Typical story characters of this personality type are characters like James Bond or Indiana Jones in the movies, or if referring to animation for kids,  Merida from Brave, or Hiccup from How To Train Your Dragon. Even the villains in animation video produ tion can be this personality type, like Ursula from The Little Mermaid.

Thinking about these characters might illustrate the description a little better

CraftMasters™ are sensitive, sometimes too sensitive. They hate confrontation and conflict and just want everyone to get along together in harmony. They are often the peace-keepers in large friendship groups or families, and can be quietly hurt or stung by the insensitivity of others around them, especially if their personal values have been breached or challenged. That said, they are mostly open minded and empathetic to the needs of others, connecting with nature and beauty on a deeper level of appreciation than most. They are supportive, kind, and quite artistic too - loving to self-express their character development through their art or music.

Typical CraftMaster™ characters from the world of animated video for kids are Giselle from Enchanted or Rapunzel from Tangled who were both quite curious about their world, sensitive and expressive through art and music.

Fictional anti-heroes of this type of personality type are characters like Gollum in The Lord of the Rings, or Randall from Monsters Inc, who were both stealthy, sensitive, cunning, and resourceful as villains, creatively seeking their own selfish agendas.

PaceSetters™ are adventurous, energetic, persuasive and spontaneous. They love taking risks as thrill seekers and pushing themselves to the edge of their limits, often going out of their way to find opportunities to prove their abilities. Trouble seems to follow them around, but they always land on their feet. Their confidence and dexterity in their character development mean they are always up for a challenge, adaptable and quick to think on their feet. These are the characters who like to impress their friends by pretending to fall when in reality they were clinging to the ledge the whole time. ~They love speed, enjoy the chase, escaping a villain, or a flock of zombies.

The most easily identifiable PaceSetters™ in movies are Han Solo from Star Wars or Tony Stark from Iron Man. From animation for kids, Spongebob Squarepants is also a PaceSetter™ - even the original animation himself, Mickey Mouse is also a PaceSetter - a charming, mischievous, playful mouse.

On the villain side, Darth Vadar is a PaceSetter™, power hungry, strategic manipulator and unafraid to use violence, much like Scar from The Lion King

ShowStoppers™ are enthusiastic, outgoing, and love to entertain others. They love being the centre of attention and having their moment in the spotlight. They have a playful charisma and are natural connectors with people being drawn to them. They are funny and witty and use humour a lot to influence the people around them. They are talkers, sharers, over-communicators and love social situations where they can show off, be positive, and make people smile.

Typical character development with Showstopper™ personalities are people like Captain Jack Sparrow from Pirates Of The Caribbean who’s charm and improvisation got him both into and out of trouble, or Elle Woods from Legally Blonde who was able to connect with others strongly, with determination, and a positivity.

From animation for kids, Dory from Finding Nemo is another character who’s love of adventure and ease in making new friends showed how adaptable and engaging this personality can be. On the villain side even Harley Quinn was likable while demonstrating the darker side of this personality, as was Gaston from Beauty and The Beast who manipulated the entire village against Belle and her Father.