This paper reports on the development of archetypes describing design practice, and how they help explore changes in the education and employment of Australian industrial designers. The archetypes were part of a broader study based on the proposition of a widening disconnect between industrial design practice and industrial design education. As globalisation has reduced Australian domestic manufacturing, industrial designers have shifted to new models of non-manufacturing based practice. However industrial design education generally continues to take a traditional skills-based, design for manufacture focus. The research examined these changes through qualitative studies of the lived experiences of graduates (1996-2006). These in-depth studies were used to develop five archetypes, or representative examples, of contemporary design roles. The archetypes illustrate the impact of global and local changes and the emergence of new forms of industrial design practice. Together with other models developed in the overall study, the archetypes provide tools to consider needed reforms to educative and professional structures.