diff --git a/Gruntfile.js b/Gruntfile.js
index 8d68fc9..5bae100 100644
--- a/Gruntfile.js
+++ b/Gruntfile.js
@@ -190,6 +190,7 @@ module.exports = function(grunt) {
         stdout: true,
         verbosity: 'quiet',
         maxCpuCount: 4,
+		version: 4.0,
         buildParameters: {
           WarningLevel: 2,
           NoWarn: 1607
diff --git a/app/Umbraco/Archetype.Tests/Archetype.Tests.csproj b/app/Umbraco/Archetype.Tests/Archetype.Tests.csproj
index 456de20..f0dc847 100644
--- a/app/Umbraco/Archetype.Tests/Archetype.Tests.csproj
+++ b/app/Umbraco/Archetype.Tests/Archetype.Tests.csproj
@@ -222,6 +222,10 @@
     <Compile Include="Models\FieldsetTests.cs" />
     <Compile Include="Properties\AssemblyInfo.cs" />
     <Compile Include="PropertyValueConverter\PropertyValueConverterTests.cs" />
+    <Compile Include="Serialization\ArchetypeJsonConverterComplexModelTest.cs" />
+    <Compile Include="Serialization\ArchetypeJsonConverterTest.cs" />
+    <Compile Include="Serialization\JsonTestStrings.cs" />
+    <Compile Include="Serialization\JsonTestModels.cs" />
   </ItemGroup>
   <ItemGroup>
     <None Include="app.config" />
@@ -234,6 +238,7 @@
       <Name>Archetype.Umbraco</Name>
     </ProjectReference>
   </ItemGroup>
+  <ItemGroup />
   <Import Project="$(MSBuildToolsPath)\Microsoft.CSharp.targets" />
   <Import Project="$(SolutionDir)\.nuget\NuGet.targets" Condition="Exists('$(SolutionDir)\.nuget\NuGet.targets')" />
   <!-- To modify your build process, add your task inside one of the targets below and uncomment it. 
diff --git a/app/Umbraco/Archetype.Tests/Serialization/ArchetypeJsonConverterComplexModelTest.cs b/app/Umbraco/Archetype.Tests/Serialization/ArchetypeJsonConverterComplexModelTest.cs
new file mode 100644
index 0000000..06f3ccd
--- /dev/null
+++ b/app/Umbraco/Archetype.Tests/Serialization/ArchetypeJsonConverterComplexModelTest.cs
@@ -0,0 +1,216 @@
+using System.Linq;
+using Archetype.PropertyConverters;
+using Newtonsoft.Json;
+using NUnit.Framework;
+
+namespace Archetype.Tests.Serialization
+{
+    [TestFixture]
+    public class ArchetypeJsonConverterComplexModelTest
+    {
+        private TextList _textList;
+        private Captions _captions;
+        private PageDetails _pageDetails;
+
+        private SlideShow _slides;
+        private Seo _seo;
+        private TextPageList _textPages;
+        private PageList _pages;
+        
+        [SetUp]
+        public void SetUp()
+        {
+            InitComplexModels();
+            InitComplexTreeModel();
+        }
+
+        #region complex nested model tests
+
+        [Test]
+        public void PageDetailsModel_Serializes_To_Archetype_Property()
+        {
+            var result = JsonConvert.SerializeObject(_pageDetails, Formatting.Indented);
+            Assert.AreEqual(JsonTestStrings._PAGE_DETAILS_JSON, result);
+        }
+
+        [Test]
+        public void ConvertComplexModelToArchetype()
+        {
+            var converter = new ArchetypeValueConverter();
+            var json = JsonConvert.SerializeObject(_pageDetails, Formatting.Indented);
+            var archetype = (Archetype.Models.ArchetypeModel)converter.ConvertDataToSource(null, json, false);
+
+            Assert.NotNull(archetype);
+        }
+
+        [Test]
+        public void DeserializeComplexModelFromArchetype()
+        {
+            var result = JsonConvert.DeserializeObject<PageDetails>(JsonTestStrings._PAGE_DETAILS_JSON);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<PageDetails>(result);
+
+            Assert.AreEqual("2439,2440,2441,2442,2443,2444,2445,2446,2447,2448,2449,2450,2451,2452,2453", result.Pages);
+            Assert.AreEqual("First Page", result.Captions.TextStringArray.ElementAt(0).TextString);
+            Assert.AreEqual("Second Page", result.Captions.TextStringArray.ElementAt(1).TextString);
+            Assert.AreEqual("Third Page", result.Captions.TextStringArray.ElementAt(2).TextString);
+            Assert.AreEqual("Fourth Page", result.Captions.TextStringArray.ElementAt(3).TextString);
+        }
+
+        [Test]
+        public void SerializeThenDeserializeComplexModelFromArchetype()
+        {
+            var json = JsonConvert.SerializeObject(_pageDetails);
+            var result = JsonConvert.DeserializeObject<PageDetails>(json);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<PageDetails>(result);
+
+            Assert.AreEqual(_pageDetails.Pages, result.Pages);
+            Assert.AreEqual(_pageDetails.Captions.TextStringArray.ElementAt(0).TextString, result.Captions.TextStringArray.ElementAt(0).TextString);
+            Assert.AreEqual(_pageDetails.Captions.TextStringArray.ElementAt(1).TextString, result.Captions.TextStringArray.ElementAt(1).TextString);
+            Assert.AreEqual(_pageDetails.Captions.TextStringArray.ElementAt(2).TextString, result.Captions.TextStringArray.ElementAt(2).TextString);
+            Assert.AreEqual(_pageDetails.Captions.TextStringArray.ElementAt(3).TextString, result.Captions.TextStringArray.ElementAt(3).TextString);
+        }
+        #endregion
+
+        #region complex nested tree model tests
+
+        [Test]
+        public void ConvertComplexNestedModelToArchetype()
+        {
+            var converter = new ArchetypeValueConverter();
+            var json = JsonConvert.SerializeObject(_pages, Formatting.Indented);
+            var archetype = (Archetype.Models.ArchetypeModel)converter.ConvertDataToSource(null, json, false);
+
+            Assert.NotNull(archetype);
+        }
+
+        [Test]
+        public void PagesModel_Serializes_To_Archetype_Property()
+        {
+            var result = JsonConvert.SerializeObject(_pages, Formatting.Indented);
+            Assert.AreEqual(JsonTestStrings._PAGES_JSON, result);
+        }
+
+        [Test]
+        public void DeserializeComplexTreeModelFromArchetype()
+        {
+            var result = JsonConvert.DeserializeObject<PageList>(JsonTestStrings._PAGES_JSON);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<PageList>(result);
+
+            Assert.AreEqual("1,2,3,4,5,6,7,8", result.Pages.ElementAt(0).Media.Slides);
+            Assert.AreEqual("1,2,3,4,5,6,7,8", result.Pages.ElementAt(1).Media.Slides);
+            Assert.AreEqual("1,2,3,4,5,6,7,8", result.Pages.ElementAt(2).Media.Slides);
+
+            Assert.AreEqual("Test Meta Title", result.Pages.ElementAt(0).Seo.MetaTitle);
+            Assert.AreEqual("Test Meta Description", result.Pages.ElementAt(0).Seo.MetaDescription);
+            Assert.AreEqual("Test Meta Title", result.Pages.ElementAt(1).Seo.MetaTitle);
+            Assert.AreEqual("Test Meta Description", result.Pages.ElementAt(1).Seo.MetaDescription);
+            Assert.AreEqual("Test Meta Title", result.Pages.ElementAt(2).Seo.MetaTitle);
+            Assert.AreEqual("Test Meta Description", result.Pages.ElementAt(2).Seo.MetaDescription);
+
+            Assert.AreEqual("Home Page Body", result.Pages.ElementAt(0).BodyText);
+            Assert.AreEqual("Home Page", result.Pages.ElementAt(0).PageTitle);
+            Assert.AreEqual("About us Page Body", result.Pages.ElementAt(1).BodyText);
+            Assert.AreEqual("About us Page", result.Pages.ElementAt(1).PageTitle);
+            Assert.AreEqual("Contact us Page Body", result.Pages.ElementAt(2).BodyText);
+            Assert.AreEqual("Contact us Page", result.Pages.ElementAt(2).PageTitle);
+
+
+        }
+
+        [Test]
+        public void SerializeThenDeserializeComplexTreeModelFromArchetype()
+        {
+            var json = JsonConvert.SerializeObject(_pages);
+            var result = JsonConvert.DeserializeObject<PageList>(json);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<PageList>(result);
+
+            Assert.AreEqual(_pages.Pages.ElementAt(0).Media.Slides, result.Pages.ElementAt(0).Media.Slides);
+            Assert.AreEqual(_pages.Pages.ElementAt(1).Media.Slides, result.Pages.ElementAt(1).Media.Slides);
+            Assert.AreEqual(_pages.Pages.ElementAt(2).Media.Slides, result.Pages.ElementAt(2).Media.Slides);
+
+            Assert.AreEqual(_pages.Pages.ElementAt(0).Seo.MetaTitle, result.Pages.ElementAt(0).Seo.MetaTitle);
+            Assert.AreEqual(_pages.Pages.ElementAt(0).Seo.MetaDescription, result.Pages.ElementAt(0).Seo.MetaDescription);
+            Assert.AreEqual(_pages.Pages.ElementAt(1).Seo.MetaTitle, result.Pages.ElementAt(1).Seo.MetaTitle);
+            Assert.AreEqual(_pages.Pages.ElementAt(1).Seo.MetaDescription, result.Pages.ElementAt(1).Seo.MetaDescription);
+            Assert.AreEqual(_pages.Pages.ElementAt(2).Seo.MetaTitle, result.Pages.ElementAt(2).Seo.MetaTitle);
+            Assert.AreEqual(_pages.Pages.ElementAt(2).Seo.MetaDescription, result.Pages.ElementAt(2).Seo.MetaDescription);
+
+            Assert.AreEqual(_pages.Pages.ElementAt(0).BodyText, result.Pages.ElementAt(0).BodyText);
+            Assert.AreEqual(_pages.Pages.ElementAt(0).PageTitle, result.Pages.ElementAt(0).PageTitle);
+            Assert.AreEqual(_pages.Pages.ElementAt(1).BodyText, result.Pages.ElementAt(1).BodyText);
+            Assert.AreEqual(_pages.Pages.ElementAt(1).PageTitle, result.Pages.ElementAt(1).PageTitle);
+            Assert.AreEqual(_pages.Pages.ElementAt(2).BodyText, result.Pages.ElementAt(2).BodyText);
+            Assert.AreEqual(_pages.Pages.ElementAt(2).PageTitle, result.Pages.ElementAt(2).PageTitle);
+
+
+        }
+
+        #endregion
+
+        #region utility methods
+
+        private void InitComplexModels()
+        {
+            _textList = new TextList
+            {
+                new TextItem{TextString = "First Page"},
+                new TextItem{TextString = "Second Page"},
+                new TextItem{TextString = "Third Page"},
+                new TextItem{TextString = "Fourth Page"}
+            };
+
+            _captions = new Captions {TextStringArray = _textList};
+
+            _pageDetails = new PageDetails
+            {
+                Captions = _captions,
+                Pages = "2439,2440,2441,2442,2443,2444,2445,2446,2447,2448,2449,2450,2451,2452,2453"
+            };            
+        }
+
+        private void InitComplexTreeModel()
+        {
+            _slides = new SlideShow{Slides = "1,2,3,4,5,6,7,8"};
+            _seo = new Seo{MetaDescription = "Test Meta Description", MetaTitle = "Test Meta Title"};
+            _textPages = new TextPageList
+            {
+                new TextPage()
+                {
+                    PageTitle = "Home Page",
+                    BodyText = "Home Page Body",
+                    Media = _slides,
+                    Seo = _seo
+                },
+                new TextPage()
+                {
+                    PageTitle = "About us Page",
+                    BodyText = "About us Page Body",
+                    Media = _slides,
+                    Seo = _seo
+                },
+                new TextPage()
+                {
+                    PageTitle = "Contact us Page",
+                    BodyText = "Contact us Page Body",
+                    Media = _slides,
+                    Seo = _seo
+                }
+            };
+
+            _pages = new PageList
+            {
+                Pages = _textPages
+            };
+        }
+
+        #endregion
+    }
+}
diff --git a/app/Umbraco/Archetype.Tests/Serialization/ArchetypeJsonConverterTest.cs b/app/Umbraco/Archetype.Tests/Serialization/ArchetypeJsonConverterTest.cs
new file mode 100644
index 0000000..23c7062
--- /dev/null
+++ b/app/Umbraco/Archetype.Tests/Serialization/ArchetypeJsonConverterTest.cs
@@ -0,0 +1,367 @@
+using System;
+using Archetype.PropertyConverters;
+using Newtonsoft.Json;
+using NUnit.Framework;
+
+namespace Archetype.Tests.Serialization
+{
+    [TestFixture]
+    public class ArchetypeJsonConverterTest
+    {
+        private ContactDetails _contactDetails;
+        private CompanyDetails _companyDetails;
+        private AnnualStatement _annualStatement;
+        private MergerDetails _mergerDetails;
+        private UrlPicker _webSite;
+
+        [SetUp]
+        public void SetUp()
+        {
+            _webSite = new UrlPicker
+            {
+                Url = "http://test.com",
+                Title = "The Test Company",
+                OpenInNewWindow = true
+            };
+
+            _mergerDetails = new MergerDetails
+            {
+                MergerDate = new DateTime(2014,6,7,8,9,10),
+                MergerValue = 12345676890.12m
+            };
+
+            _contactDetails = new ContactDetails
+            {
+                Address = "Test Address",
+                Email = "test@test.com",
+                Fax = "000",
+                Mobile = "000",
+                Name = "Test",
+                Telephone = "111",
+                WebSite = _webSite
+            };
+
+            _companyDetails = new CompanyDetails
+            {
+                Region = "Test Region",
+                ContactDetails = _contactDetails
+            };
+
+            _annualStatement = new AnnualStatement
+            {
+                FiscalYearStart = new DateTime(2013, 9, 1),
+                FiscalYearEnd = new DateTime(2014, 8, 31),
+                TotalShares = 345678,
+                Sales = 123456700.89,
+                Profit = 1123456.78m
+            };
+        }
+
+        #region serialization tests
+
+        [Test]
+        public void MergerDetailsModel_Serializes_To_Archetype_Property()
+        {
+            var result = JsonConvert.SerializeObject(_mergerDetails, Formatting.Indented);
+            Assert.AreEqual(JsonTestStrings._MERGER_DETAILS_JSON, result);
+        }        
+        
+        [Test]
+        public void ContactDetailsModel_Serializes_To_Archetype_Property()
+        {
+            var result = JsonConvert.SerializeObject(_contactDetails, Formatting.Indented);
+            Assert.AreEqual(JsonTestStrings._CONTACT_DETAILS_JSON, result);
+        }
+
+        [Test]
+        public void CompanyDetailsModel_Fieldset_Serializes_As_Expected()
+        {
+            var result = JsonConvert.SerializeObject(_companyDetails, Formatting.Indented);
+
+            Assert.AreEqual(JsonTestStrings._COMPANY_DETAILS_JSON, result);
+
+        }
+
+        [Test]
+        public void AnnualStatementModel_Fieldset_Serializes_As_Expected()
+        {
+            var result = JsonConvert.SerializeObject(_annualStatement, Formatting.Indented);
+
+            Assert.AreEqual(JsonTestStrings._ANNUAL_STATEMENT_JSON, result);
+
+        }
+
+        [Test]
+        public void NullValues_Serialize_To_Empty_String()
+        {
+            var result = JsonConvert.SerializeObject(new ContactDetails());
+
+            Assert.AreEqual(JsonTestStrings._NULL_VALUES_JSON, result);
+
+        }
+
+        [Test]
+        public void ConvertModelToArchetype()
+        {
+            var model = new ContactDetails
+            {
+                Address = "addr",
+                Email = "email"
+            };
+
+            var converter = new ArchetypeValueConverter();
+            var json = JsonConvert.SerializeObject(model);
+            var archetype = (Archetype.Models.ArchetypeModel)converter.ConvertDataToSource(null, json, false);
+
+            Assert.NotNull(archetype);
+        }
+
+        [Test]
+        public void ConvertNumericAndDateModelToArchetype()
+        {
+            var converter = new ArchetypeValueConverter();
+            var json = JsonConvert.SerializeObject(_annualStatement);
+            var archetype = (Archetype.Models.ArchetypeModel)converter.ConvertDataToSource(null, json, false);
+
+            Assert.NotNull(archetype);
+        }
+
+        [Test]
+        public void ConvertCompoundModelToArchetype()
+        {
+            var item1 = new ContactDetails
+            {
+                Address = "addr",
+                Email = "email"
+            };
+
+            var item2 = new ContactDetails
+            {
+                Address = "addr1",
+                Name = "email2"
+            };
+
+            var model = new AllContactDetails
+            {
+                UserDetails = item1,
+                AdminDetails = item2
+            };
+
+            var converter = new ArchetypeValueConverter();
+            var json = JsonConvert.SerializeObject(model, Formatting.Indented);
+            var archetype = (Archetype.Models.ArchetypeModel)converter.ConvertDataToSource(null, json, false);
+
+            Assert.NotNull(archetype);
+        }
+
+        [Test]
+        public void ConvertEnumerableModelToArchetype()
+        {
+            var item1 = new ContactDetails
+            {
+                Address = "addr",
+                Email = "email"
+            };
+
+            var item2 = new ContactDetails
+            {
+                Address = "addr1",
+                Name = "email2"
+            };
+
+            var model = new ContactDetailsList
+            {
+                item1,
+                item2
+            };
+
+            var converter = new ArchetypeValueConverter();
+            var json = JsonConvert.SerializeObject(model, Formatting.Indented);
+            var archetype = (Archetype.Models.ArchetypeModel)converter.ConvertDataToSource(null, json, false);
+
+            Assert.NotNull(archetype);
+        }
+
+        [Test]
+        public void ConvertNestedModelToArchetype()
+        {
+            var model = new CompanyDetails
+            {
+                Region = "Test Region",
+                ContactDetails = new ContactDetails
+                {
+                    Address = "addr1",
+                    Name = "email2"
+                }
+            };
+
+            var converter = new ArchetypeValueConverter();
+            var json = JsonConvert.SerializeObject(model, Formatting.Indented);
+            var archetype = (Archetype.Models.ArchetypeModel)converter.ConvertDataToSource(null, json, false);
+
+            Assert.NotNull(archetype);
+        }
+
+        #endregion
+
+        #region deserialization tests
+
+        [Test]
+        public void DeserializeModelFromArchetype()
+        {
+            var result = JsonConvert.DeserializeObject<ContactDetails>(JsonTestStrings._CONTACT_DETAILS_JSON);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<ContactDetails>(result);
+
+            Assert.AreEqual("Test Address", result.Address);
+            Assert.AreEqual("test@test.com", result.Email);
+            Assert.AreEqual("000", result.Fax);
+            Assert.AreEqual("000", result.Mobile);
+            Assert.AreEqual("Test", result.Name);
+            Assert.AreEqual("111", result.Telephone);
+            Assert.AreEqual(_webSite.Content, result.WebSite.Content);
+            Assert.AreEqual(_webSite.Media, result.WebSite.Media);
+            Assert.AreEqual(_webSite.OpenInNewWindow, result.WebSite.OpenInNewWindow);
+            Assert.AreEqual(_webSite.Title, result.WebSite.Title);
+            Assert.AreEqual(_webSite.Url, result.WebSite.Url);
+        }
+
+        [Test]
+        public void DeserializeNumericAndDateModelFromArchetype()
+        {
+            var result = JsonConvert.DeserializeObject<AnnualStatement>(JsonTestStrings._ANNUAL_STATEMENT_JSON);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<AnnualStatement>(result);
+
+            Assert.AreEqual(new DateTime(2013, 9, 1), result.FiscalYearStart);
+            Assert.AreEqual(new DateTime(2014, 8, 31), result.FiscalYearEnd);
+            Assert.IsNull(result.DividendPaymentDate);
+            Assert.AreEqual(345678, result.TotalShares);
+            Assert.AreEqual(123456700.89, result.Sales);
+            Assert.AreEqual(1123456.78m, result.Profit);
+        }
+
+        [Test]
+        public void DeserializeNumericAndDateModel_NullableDate_HasValue_FromArchetype()
+        {
+            var annualStatement = new AnnualStatement
+            {
+                FiscalYearStart = new DateTime(2013, 9, 1),
+                FiscalYearEnd = new DateTime(2014, 8, 31),
+                DividendPaymentDate = new DateTime(2014,9,15,10,15,30),
+                TotalShares = 345678,
+                Sales = 123456700.89,
+                Profit = 1123456.78m
+            };
+
+            var json = JsonConvert.SerializeObject(annualStatement);
+            var result = JsonConvert.DeserializeObject<AnnualStatement>(json);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<AnnualStatement>(result);
+
+            Assert.AreEqual(annualStatement.FiscalYearStart, result.FiscalYearStart);
+            Assert.AreEqual(annualStatement.FiscalYearEnd, result.FiscalYearEnd);
+            Assert.AreEqual(annualStatement.DividendPaymentDate, result.DividendPaymentDate);
+            Assert.AreEqual(annualStatement.TotalShares, result.TotalShares);
+            Assert.AreEqual(annualStatement.Sales, result.Sales);
+            Assert.AreEqual(annualStatement.Profit, result.Profit);
+        }
+
+        [Test]
+        public void DeserializeCompoundModelFromArchetype()
+        {
+            var item1 = new ContactDetails
+            {
+                Address = "addr",
+                Email = "email"
+            };
+
+            var item2 = new ContactDetails
+            {
+                Address = "addr1",
+                Name = "email2"
+            };
+
+            var model = new AllContactDetails
+            {
+                UserDetails = item1,
+                AdminDetails = item2
+            };
+
+            var json = JsonConvert.SerializeObject(model, Formatting.Indented);
+            var result = JsonConvert.DeserializeObject<AllContactDetails>(json);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<AllContactDetails>(result);
+
+            Assert.AreEqual(item1.Address, result.UserDetails.Address);
+            Assert.AreEqual(item1.Email, result.UserDetails.Email);
+            Assert.AreEqual(item2.Address, result.AdminDetails.Address);
+            Assert.AreEqual(item2.Name, result.AdminDetails.Name);
+        }
+
+        [Test]
+        public void DeserializeEnumerableModelFromArchetype()
+        {
+            var item1 = new ContactDetails
+            {
+                Address = "addr",
+                Email = "email"
+            };
+
+            var item2 = new ContactDetails
+            {
+                Address = "addr1",
+                Name = "email2"
+            };
+
+            var model = new ContactDetailsList
+            {
+                item1,
+                item2
+            };
+
+            var json = JsonConvert.SerializeObject(model, Formatting.Indented);
+            var result = JsonConvert.DeserializeObject<ContactDetailsList>(json);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<ContactDetailsList>(result);
+            Assert.AreEqual(result.Count, 2);
+
+            Assert.AreEqual(item1.Address, result[0].Address);
+            Assert.AreEqual(item1.Email, result[0].Email);
+            Assert.AreEqual(item2.Address, result[1].Address);
+            Assert.AreEqual(item2.Name, result[1].Name);
+        }
+
+        [Test]
+        public void DeserializeNestedModelFromArchetype()
+        {
+            var model = new CompanyDetails
+            {
+                Region = "Test Region",
+                ContactDetails = new ContactDetails
+                {
+                    Address = "addr1",
+                    Name = "email2"
+                }
+            };
+
+            var json = JsonConvert.SerializeObject(model, Formatting.Indented);
+            var result = JsonConvert.DeserializeObject<CompanyDetails>(json);
+
+            Assert.NotNull(result);
+            Assert.IsInstanceOf<CompanyDetails>(result);
+
+            Assert.AreEqual(model.Region, result.Region);
+            Assert.AreEqual(model.ContactDetails.Address, result.ContactDetails.Address);
+            Assert.AreEqual(model.ContactDetails.Name, result.ContactDetails.Name);
+        }
+
+        #endregion
+
+    }
+}
diff --git a/app/Umbraco/Archetype.Tests/Serialization/JsonTestModels.cs b/app/Umbraco/Archetype.Tests/Serialization/JsonTestModels.cs
new file mode 100644
index 0000000..c9a5129
--- /dev/null
+++ b/app/Umbraco/Archetype.Tests/Serialization/JsonTestModels.cs
@@ -0,0 +1,179 @@
+using System;
+using System.Collections.Generic;
+using Archetype.Serialization;
+using Newtonsoft.Json;
+
+namespace Archetype.Tests.Serialization
+{
+    #region json test Models
+
+    [AsArchetype("urlPicker")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class UrlPicker
+    {
+        [JsonProperty("title")]
+        public string Title { get; set; }
+        [JsonProperty("url")]
+        public string Url { get; set; }
+        [JsonProperty("content")]
+        public int? Content { get; set; }
+        [JsonProperty("media")]
+        public int? Media { get; set; }
+        [JsonProperty("openInNewWindow")]
+        public bool OpenInNewWindow { get; set; }
+    }
+
+    [AsArchetype("contactDetails")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class ContactDetails
+    {
+        [JsonProperty("name")]
+        public string Name { get; set; }
+        [JsonProperty("address")]
+        public string Address { get; set; }
+        [JsonProperty("telephone")]
+        public string Telephone { get; set; }
+        [JsonProperty("mobile")]
+        public string Mobile { get; set; }
+        [JsonProperty("fax")]
+        public string Fax { get; set; }
+        [JsonProperty("email")]
+        public string Email { get; set; }
+        [JsonProperty("webSite")]
+        public UrlPicker WebSite { get; set; }
+    }
+
+    [AsArchetype("companyDetails")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class CompanyDetails
+    {
+        [JsonProperty("region")]
+        public string Region { get; set; }
+        [JsonProperty("contactDetails")]
+        public ContactDetails ContactDetails { get; set; }
+    }
+
+    [AsArchetype("allContactDetails")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class AllContactDetails
+    {
+        public ContactDetails UserDetails { get; set; }
+        public ContactDetails AdminDetails { get; set; }
+
+    }
+
+    [AsArchetype("contactDetailsList")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class ContactDetailsList : List<ContactDetails>
+    {
+    }
+
+    [AsArchetype("annualStatement")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class AnnualStatement
+    {
+        public DateTime FiscalYearStart { get; set; }
+        public DateTime FiscalYearEnd { get; set; }
+        public DateTime? DividendPaymentDate { get; set; }
+        public Int32 TotalShares { get; set; }
+        public Double Sales { get; set; }
+        public Decimal Profit { get; set; }
+    }
+
+    [AsArchetype("mergerDetails")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class MergerDetails
+    {
+        public DateTime MergerDate { get; set; }
+        [JsonIgnore]
+        public decimal MergerValue { get; set; }
+    }
+
+    #endregion
+
+    #region complex nested model
+
+    [AsArchetype("pages")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class PageDetails
+    {
+        [JsonProperty("pages")]
+        public string Pages { get; set; }
+        [AsFieldset]
+        [JsonProperty("captions")]
+        public Captions Captions { get; set; }
+    }
+
+    [AsArchetype("captions")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class Captions
+    {
+        [JsonProperty("captions")]
+        public TextList TextStringArray { get; set; }
+    }
+
+    [AsArchetype("textstringArray")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class TextList : List<TextItem>
+    {
+    }
+
+    [AsArchetype("textstringArray")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class TextItem
+    {
+        [JsonProperty("textstring")]
+        public string TextString { get; set; }
+    }
+
+    #endregion
+
+    #region complex nested tree model
+
+    public abstract class PageBase
+    {
+        public string PageTitle { get; set; }
+        public string BodyText { get; set; }
+    }
+
+    [AsArchetype("slideShow")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class SlideShow
+    {
+        public string Slides { get; set; }
+    }
+
+    [AsArchetype("seo")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class Seo
+    {
+        public string MetaTitle { get; set; }
+        public string MetaDescription { get; set; }
+    }
+
+    [AsArchetype("TextPage")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class TextPage : PageBase
+    {
+        [AsFieldset]
+        public SlideShow Media { get; set; }
+
+        [AsFieldset]
+        public Seo Seo { get; set; }
+    }
+
+    [AsArchetype("TextPageList")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class TextPageList : List<TextPage>
+    {
+    }
+
+    [AsArchetype("Pages")]
+    [JsonConverter(typeof(ArchetypeJsonConverter))]
+    public class PageList
+    {
+        public TextPageList Pages { get; set; }
+    }
+
+    #endregion
+}
diff --git a/app/Umbraco/Archetype.Tests/Serialization/JsonTestStrings.cs b/app/Umbraco/Archetype.Tests/Serialization/JsonTestStrings.cs
new file mode 100644
index 0000000..5061e8c
--- /dev/null
+++ b/app/Umbraco/Archetype.Tests/Serialization/JsonTestStrings.cs
@@ -0,0 +1,435 @@
+namespace Archetype.Tests.Serialization
+{
+    public class JsonTestStrings
+    {
+        public const string _MERGER_DETAILS_JSON =
+            @"{
+  ""fieldsets"": [
+    {
+      ""alias"": ""mergerDetails"",
+      ""properties"": [
+        {
+          ""alias"": ""MergerDate"",
+          ""value"": ""07/06/2014 08:09:10""
+        }
+      ]
+    }
+  ]
+}";
+
+        public const string _ANNUAL_STATEMENT_JSON =
+            @"{
+  ""fieldsets"": [
+    {
+      ""alias"": ""annualStatement"",
+      ""properties"": [
+        {
+          ""alias"": ""FiscalYearStart"",
+          ""value"": ""01/09/2013 00:00:00""
+        },
+        {
+          ""alias"": ""FiscalYearEnd"",
+          ""value"": ""31/08/2014 00:00:00""
+        },
+        {
+          ""alias"": ""DividendPaymentDate"",
+          ""value"": """"
+        },
+        {
+          ""alias"": ""TotalShares"",
+          ""value"": ""345678""
+        },
+        {
+          ""alias"": ""Sales"",
+          ""value"": ""123456700.89""
+        },
+        {
+          ""alias"": ""Profit"",
+          ""value"": ""1123456.78""
+        }
+      ]
+    }
+  ]
+}";
+
+        public const string _CONTACT_DETAILS_JSON =
+            @"{
+  ""fieldsets"": [
+    {
+      ""alias"": ""contactDetails"",
+      ""properties"": [
+        {
+          ""alias"": ""name"",
+          ""value"": ""Test""
+        },
+        {
+          ""alias"": ""address"",
+          ""value"": ""Test Address""
+        },
+        {
+          ""alias"": ""telephone"",
+          ""value"": ""111""
+        },
+        {
+          ""alias"": ""mobile"",
+          ""value"": ""000""
+        },
+        {
+          ""alias"": ""fax"",
+          ""value"": ""000""
+        },
+        {
+          ""alias"": ""email"",
+          ""value"": ""test@test.com""
+        },
+        {
+          ""alias"": ""webSite"",
+          ""value"": {
+            ""fieldsets"": [
+              {
+                ""alias"": ""urlPicker"",
+                ""properties"": [
+                  {
+                    ""alias"": ""title"",
+                    ""value"": ""The Test Company""
+                  },
+                  {
+                    ""alias"": ""url"",
+                    ""value"": ""http://test.com""
+                  },
+                  {
+                    ""alias"": ""content"",
+                    ""value"": """"
+                  },
+                  {
+                    ""alias"": ""media"",
+                    ""value"": """"
+                  },
+                  {
+                    ""alias"": ""openInNewWindow"",
+                    ""value"": ""1""
+                  }
+                ]
+              }
+            ]
+          }
+        }
+      ]
+    }
+  ]
+}";
+
+        public const string _COMPANY_DETAILS_JSON =
+            @"{
+  ""fieldsets"": [
+    {
+      ""alias"": ""companyDetails"",
+      ""properties"": [
+        {
+          ""alias"": ""region"",
+          ""value"": ""Test Region""
+        },
+        {
+          ""alias"": ""contactDetails"",
+          ""value"": {
+            ""fieldsets"": [
+              {
+                ""alias"": ""contactDetails"",
+                ""properties"": [
+                  {
+                    ""alias"": ""name"",
+                    ""value"": ""Test""
+                  },
+                  {
+                    ""alias"": ""address"",
+                    ""value"": ""Test Address""
+                  },
+                  {
+                    ""alias"": ""telephone"",
+                    ""value"": ""111""
+                  },
+                  {
+                    ""alias"": ""mobile"",
+                    ""value"": ""000""
+                  },
+                  {
+                    ""alias"": ""fax"",
+                    ""value"": ""000""
+                  },
+                  {
+                    ""alias"": ""email"",
+                    ""value"": ""test@test.com""
+                  },
+                  {
+                    ""alias"": ""webSite"",
+                    ""value"": {
+                      ""fieldsets"": [
+                        {
+                          ""alias"": ""urlPicker"",
+                          ""properties"": [
+                            {
+                              ""alias"": ""title"",
+                              ""value"": ""The Test Company""
+                            },
+                            {
+                              ""alias"": ""url"",
+                              ""value"": ""http://test.com""
+                            },
+                            {
+                              ""alias"": ""content"",
+                              ""value"": """"
+                            },
+                            {
+                              ""alias"": ""media"",
+                              ""value"": """"
+                            },
+                            {
+                              ""alias"": ""openInNewWindow"",
+                              ""value"": ""1""
+                            }
+                          ]
+                        }
+                      ]
+                    }
+                  }
+                ]
+              }
+            ]
+          }
+        }
+      ]
+    }
+  ]
+}";
+
+        public const string _PAGE_DETAILS_JSON =
+            @"{
+  ""fieldsets"": [
+    {
+      ""alias"": ""pages"",
+      ""properties"": [
+        {
+          ""alias"": ""pages"",
+          ""value"": ""2439,2440,2441,2442,2443,2444,2445,2446,2447,2448,2449,2450,2451,2452,2453""
+        }
+      ]
+    },
+    {
+      ""alias"": ""captions"",
+      ""properties"": [
+        {
+          ""alias"": ""captions"",
+          ""value"": {
+            ""fieldsets"": [
+              {
+                ""alias"": ""textstringArray"",
+                ""properties"": [
+                  {
+                    ""alias"": ""textstring"",
+                    ""value"": ""First Page""
+                  }
+                ]
+              },
+              {
+                ""alias"": ""textstringArray"",
+                ""properties"": [
+                  {
+                    ""alias"": ""textstring"",
+                    ""value"": ""Second Page""
+                  }
+                ]
+              },
+              {
+                ""alias"": ""textstringArray"",
+                ""properties"": [
+                  {
+                    ""alias"": ""textstring"",
+                    ""value"": ""Third Page""
+                  }
+                ]
+              },
+              {
+                ""alias"": ""textstringArray"",
+                ""properties"": [
+                  {
+                    ""alias"": ""textstring"",
+                    ""value"": ""Fourth Page""
+                  }
+                ]
+              }
+            ]
+          }
+        }
+      ]
+    }
+  ]
+}";
+
+        public const string _PAGES_JSON =
+            @"{
+  ""fieldsets"": [
+    {
+      ""alias"": ""Pages"",
+      ""properties"": [
+        {
+          ""alias"": ""Pages"",
+          ""value"": {
+            ""fieldsets"": [
+              {
+                ""alias"": ""TextPage"",
+                ""properties"": [
+                  {
+                    ""alias"": ""Media"",
+                    ""value"": {
+                      ""fieldsets"": [
+                        {
+                          ""alias"": ""slideShow"",
+                          ""properties"": [
+                            {
+                              ""alias"": ""Slides"",
+                              ""value"": ""1,2,3,4,5,6,7,8""
+                            }
+                          ]
+                        }
+                      ]
+                    }
+                  },
+                  {
+                    ""alias"": ""Seo"",
+                    ""value"": {
+                      ""fieldsets"": [
+                        {
+                          ""alias"": ""seo"",
+                          ""properties"": [
+                            {
+                              ""alias"": ""MetaTitle"",
+                              ""value"": ""Test Meta Title""
+                            },
+                            {
+                              ""alias"": ""MetaDescription"",
+                              ""value"": ""Test Meta Description""
+                            }
+                          ]
+                        }
+                      ]
+                    }
+                  },
+                  {
+                    ""alias"": ""PageTitle"",
+                    ""value"": ""Home Page""
+                  },
+                  {
+                    ""alias"": ""BodyText"",
+                    ""value"": ""Home Page Body""
+                  }
+                ]
+              },
+              {
+                ""alias"": ""TextPage"",
+                ""properties"": [
+                  {
+                    ""alias"": ""Media"",
+                    ""value"": {
+                      ""fieldsets"": [
+                        {
+                          ""alias"": ""slideShow"",
+                          ""properties"": [
+                            {
+                              ""alias"": ""Slides"",
+                              ""value"": ""1,2,3,4,5,6,7,8""
+                            }
+                          ]
+                        }
+                      ]
+                    }
+                  },
+                  {
+                    ""alias"": ""Seo"",
+                    ""value"": {
+                      ""fieldsets"": [
+                        {
+                          ""alias"": ""seo"",
+                          ""properties"": [
+                            {
+                              ""alias"": ""MetaTitle"",
+                              ""value"": ""Test Meta Title""
+                            },
+                            {
+                              ""alias"": ""MetaDescription"",
+                              ""value"": ""Test Meta Description""
+                            }
+                          ]
+                        }
+                      ]
+                    }
+                  },
+                  {
+                    ""alias"": ""PageTitle"",
+                    ""value"": ""About us Page""
+                  },
+                  {
+                    ""alias"": ""BodyText"",
+                    ""value"": ""About us Page Body""
+                  }
+                ]
+              },
+              {
+                ""alias"": ""TextPage"",
+                ""properties"": [
+                  {
+                    ""alias"": ""Media"",
+                    ""value"": {
+                      ""fieldsets"": [
+                        {
+                          ""alias"": ""slideShow"",
+                          ""properties"": [
+                            {
+                              ""alias"": ""Slides"",
+                              ""value"": ""1,2,3,4,5,6,7,8""
+                            }
+                          ]
+                        }
+                      ]
+                    }
+                  },
+                  {
+                    ""alias"": ""Seo"",
+                    ""value"": {
+                      ""fieldsets"": [
+                        {
+                          ""alias"": ""seo"",
+                          ""properties"": [
+                            {
+                              ""alias"": ""MetaTitle"",
+                              ""value"": ""Test Meta Title""
+                            },
+                            {
+                              ""alias"": ""MetaDescription"",
+                              ""value"": ""Test Meta Description""
+                            }
+                          ]
+                        }
+                      ]
+                    }
+                  },
+                  {
+                    ""alias"": ""PageTitle"",
+                    ""value"": ""Contact us Page""
+                  },
+                  {
+                    ""alias"": ""BodyText"",
+                    ""value"": ""Contact us Page Body""
+                  }
+                ]
+              }
+            ]
+          }
+        }
+      ]
+    }
+  ]
+}";
+
+        public const string _NULL_VALUES_JSON = @"{""fieldsets"":[{""alias"":""contactDetails"",""properties"":[{""alias"":""name"",""value"":""""},{""alias"":""address"",""value"":""""},{""alias"":""telephone"",""value"":""""},{""alias"":""mobile"",""value"":""""},{""alias"":""fax"",""value"":""""},{""alias"":""email"",""value"":""""},{""alias"":""webSite"",""value"":""""}]}]}";
+    }
+}
diff --git a/app/Umbraco/Umbraco.Archetype/Archetype.Umbraco.csproj b/app/Umbraco/Umbraco.Archetype/Archetype.Umbraco.csproj
index 0288163..6b43c6c 100644
--- a/app/Umbraco/Umbraco.Archetype/Archetype.Umbraco.csproj
+++ b/app/Umbraco/Umbraco.Archetype/Archetype.Umbraco.csproj
@@ -1,4 +1,4 @@
-<?xml version="1.0" encoding="utf-8"?>
+<?xml version="1.0" encoding="utf-8"?>
 <Project ToolsVersion="4.0" DefaultTargets="Build" xmlns="http://schemas.microsoft.com/developer/msbuild/2003">
   <Import Project="$(MSBuildExtensionsPath)\$(MSBuildToolsVersion)\Microsoft.Common.props" Condition="Exists('$(MSBuildExtensionsPath)\$(MSBuildToolsVersion)\Microsoft.Common.props')" />
   <PropertyGroup>
@@ -220,6 +220,10 @@
     <Compile Include="Properties\AssemblyInfo.cs" />
     <Compile Include="Properties\VersionInfo.cs" />
     <Compile Include="PropertyConverters\ArchetypeValueConverter.cs" />
+    <Compile Include="Serialization\AsArchetypeAttribute.cs" />
+    <Compile Include="Serialization\ArchetypeJsonConverter.cs" />
+    <Compile Include="Serialization\AsFieldsetAttribute.cs" />
+    <Compile Include="Serialization\SerializationExtensions.cs" />
     <Compile Include="PropertyEditors\ArchetypePropertyEditor.cs" />
   </ItemGroup>
   <ItemGroup>
diff --git a/app/Umbraco/Umbraco.Archetype/Models/ArchetypeFieldsetModel.cs b/app/Umbraco/Umbraco.Archetype/Models/ArchetypeFieldsetModel.cs
index eb516e1..52d2c9b 100644
--- a/app/Umbraco/Umbraco.Archetype/Models/ArchetypeFieldsetModel.cs
+++ b/app/Umbraco/Umbraco.Archetype/Models/ArchetypeFieldsetModel.cs
@@ -29,7 +29,7 @@ namespace Archetype.Models
         {
             var property = GetProperty(propertyAlias);
 
-            if (property == null || string.IsNullOrEmpty(property.Value.ToString()))
+            if (property == null || property.Value == null || string.IsNullOrEmpty(property.Value.ToString()))
                 return default(T);
 
             return property.GetValue<T>();
@@ -43,7 +43,7 @@ namespace Archetype.Models
         public bool HasValue(string propertyAlias)
         {
             var property = GetProperty(propertyAlias);
-            if (property == null)
+            if (property == null || property.Value == null)
                 return false;
 
             return !string.IsNullOrEmpty(property.Value.ToString());
@@ -57,4 +57,4 @@ namespace Archetype.Models
         #endregion
 
     }
-}
+}
\ No newline at end of file
diff --git a/app/Umbraco/Umbraco.Archetype/Properties/VersionInfo.cs b/app/Umbraco/Umbraco.Archetype/Properties/VersionInfo.cs
index 799f844..b2449a1 100644
--- a/app/Umbraco/Umbraco.Archetype/Properties/VersionInfo.cs
+++ b/app/Umbraco/Umbraco.Archetype/Properties/VersionInfo.cs
@@ -1,4 +1,4 @@
-using System.Reflection;
+using System.Reflection;
 
-[assembly: AssemblyVersion("1.0")]
-[assembly: AssemblyFileVersion("1.0-beta")]
\ No newline at end of file
+[assembly: AssemblyVersion("1.2")]
+[assembly: AssemblyFileVersion("1.2-beta")]
diff --git a/app/Umbraco/Umbraco.Archetype/PropertyEditors/ArcheTypePropertyEditor.cs b/app/Umbraco/Umbraco.Archetype/PropertyEditors/ArcheTypePropertyEditor.cs
index 9877119..e847ce8 100644
--- a/app/Umbraco/Umbraco.Archetype/PropertyEditors/ArcheTypePropertyEditor.cs
+++ b/app/Umbraco/Umbraco.Archetype/PropertyEditors/ArcheTypePropertyEditor.cs
@@ -16,8 +16,7 @@ using Umbraco.Core.Logging;
 namespace Archetype.PropertyEditors
 {
 	[PropertyEditorAsset(ClientDependencyType.Javascript, "/App_Plugins/Archetype/js/archetype.js")]
-	[PropertyEditor("Imulus.Archetype", "Archetype", "/App_Plugins/Archetype/views/archetype.html",
-		ValueType = "JSON")]
+	[PropertyEditor("Imulus.Archetype", "Archetype", "/App_Plugins/Archetype/views/archetype.html", ValueType = "JSON")]
 	public class ArchetypePropertyEditor : PropertyEditor
 	{
 		#region Pre Value Editor
diff --git a/app/Umbraco/Umbraco.Archetype/Serialization/ArchetypeJsonConverter.cs b/app/Umbraco/Umbraco.Archetype/Serialization/ArchetypeJsonConverter.cs
new file mode 100644
index 0000000..e31c89d
--- /dev/null
+++ b/app/Umbraco/Umbraco.Archetype/Serialization/ArchetypeJsonConverter.cs
@@ -0,0 +1,354 @@
+using System;
+using System.Collections;
+using System.Collections.Generic;
+using System.Dynamic;
+using System.IO;
+using System.Linq;
+using System.Reflection;
+using System.Text;
+using Newtonsoft.Json;
+using Newtonsoft.Json.Linq;
+
+namespace Archetype.Serialization
+{
+    public class ArchetypeJsonConverter : JsonConverter
+    {
+        public override void WriteJson(JsonWriter writer, object value, JsonSerializer serializer)
+        {
+            var models = GenerateModels(value);
+
+            if (models.Count < 1)
+                return;
+
+            if (models.Count == 1 && models[0] == null) 
+                return;
+
+            var jObj = new JObject
+            {
+                {
+                    "fieldsets", 
+                     new JArray( new JRaw(SerializeModels(models)))
+                }
+            };
+
+            writer.WriteRaw(ApplyFormatting(jObj.ToString(), writer.Formatting));
+        }
+
+        public override object ReadJson(JsonReader reader, Type objectType, object existingValue, JsonSerializer serializer)
+        {
+            var jToken = JToken.ReadFrom(reader);
+
+            if (jToken == null)
+                return null;
+
+            var obj = Activator.CreateInstance(objectType);
+
+            if (null != obj as IEnumerable<object>
+                && jToken["fieldsets"] != null && jToken["fieldsets"].Any())
+            {
+                return DeserializeEnumerableObject(obj, jToken);
+            }
+
+            return null == jToken as JArray 
+                        ? DeserializeObject(obj, jToken) 
+                        : PopulateProperties(obj, jToken);
+        }
+
+        public override bool CanConvert(Type objectType)
+        {
+            return IsValueArchetypeDatatype(objectType);
+        }
+
+        #region private methods
+
+        private string ApplyFormatting(string json, Formatting formatting)
+        {
+            return JToken.Parse(json).ToString(formatting);
+        }
+
+        private IList GenerateModels(object value)
+        {
+            var models = value as IList;
+
+            if (null != models)
+                return models;
+
+            var properties = GetSerialiazableProperties(value).ToList();
+
+            if (!PropertyLayoutHasFieldsets(properties))
+                return new List<object>() { value };
+
+            var dynamicModel = new ExpandoObject() as IDictionary<string, object>;
+
+            foreach (var pInfo in properties.Where(pInfo => !HasAsFieldsetAttribute(pInfo)))
+            {
+                dynamicModel.Add(GetJsonPropertyName(pInfo), pInfo.GetValue(value));
+            }
+
+            var fieldsetModels = properties.Where(HasAsFieldsetAttribute)
+                .Select(pInfo => pInfo.GetValue(value));
+
+            models = new List<object>
+            {
+                dynamicModel,                
+            };
+
+            models = ((IEnumerable<object>)models).Concat(fieldsetModels).ToList();
+
+            return models;
+        }
+
+        private object DeserializeEnumerableObject(object obj, JToken jToken)
+        {
+            var model = obj as IEnumerable<object>;
+
+            var itemType = model.GetType().BaseType.GetGenericArguments().First();
+            foreach (var fs in jToken["fieldsets"].Where(fs => fs["alias"].ToString().Equals(GetFieldsetName(itemType))))
+            {
+                var item = JsonConvert.DeserializeObject(
+                    fs["properties"].ToString(), itemType, GetArchetypeDatatypeConverter());
+
+                obj.GetType().GetMethod("Add").Invoke(obj, new[] { item });
+            }
+
+            return obj;
+        }
+
+        private object DeserializeObject(object obj, JToken jToken)
+        {
+            var properties = GetSerialiazableProperties(obj).ToList();
+            var asFieldset = properties.Where(HasAsFieldsetAttribute).ToList();
+
+            foreach (var propInfo in asFieldset)
+            {
+                var propAlias = GetJsonPropertyName(propInfo);
+                var fsJToken = GetFieldsetProperties(propInfo.PropertyType, jToken);
+                var propJToken =
+                    fsJToken.Single(p => p.SelectToken("alias").ToString().Equals(propAlias));
+
+                if (propJToken == null)
+                    continue;
+
+                var propValue = IsValueArchetypeDatatype(propInfo.PropertyType)
+                ? JsonConvert.DeserializeObject(fsJToken.ToString(), propInfo.PropertyType,
+                    GetArchetypeDatatypeConverter())
+                : GetDeserializedPropertyValue(fsJToken, propInfo.PropertyType); ;
+
+                propInfo.SetValue(obj, propValue);
+            }
+
+            return PopulateProperties(obj, GetFieldsetProperties(obj.GetType(), jToken));
+        }
+
+        private JToken GetFieldsetProperties(Type objType, JToken jToken)
+        {
+            var objAlias = GetFieldsetName(objType);
+            return
+                jToken["fieldsets"].Single(p => p.SelectToken("alias").ToString().Equals(objAlias)).SelectToken("properties");
+        }
+
+        private object PopulateProperties(object obj, JToken jToken)
+        {
+            var properties = GetSerialiazableProperties(obj);
+
+            foreach (var propertyInfo in properties)
+            {
+                var propAlias = GetJsonPropertyName(propertyInfo);
+
+                var propJToken = jToken.SingleOrDefault(p => p.SelectToken("alias").ToString().Equals(propAlias));
+
+                if (propJToken == null)
+                    continue;
+
+                var propValue = GetPropertyValue(propertyInfo, propJToken);
+
+                propertyInfo.SetValue(obj, propValue);
+            }
+
+            return obj;
+        }
+
+        private object GetPropertyValue(PropertyInfo propertyInfo, JToken propJToken)
+        {
+            return IsValueArchetypeDatatype(propertyInfo.PropertyType)
+                ? JsonConvert.DeserializeObject(propJToken["value"].ToString(), propertyInfo.PropertyType,
+                    GetArchetypeDatatypeConverter())
+                : GetDeserializedPropertyValue(propJToken["value"], propertyInfo.PropertyType);
+        }
+
+        private bool PropertyLayoutHasFieldsets(IEnumerable<PropertyInfo> properties)
+        {
+            return properties.Any(HasAsFieldsetAttribute);
+        }
+
+        private static bool HasAsFieldsetAttribute(PropertyInfo pInfo)
+        {
+            return pInfo
+                .GetCustomAttributes(typeof(AsFieldsetAttribute), true).Length > 0;
+        }
+
+        private IEnumerable SerializeModels(IEnumerable models)
+        {
+            var fieldsetJson = (from object model in models where null != model select SerializeModel(model)).ToList();
+
+            return String.Join(",", fieldsetJson);
+        }
+
+        private string SerializeModel(object value)
+        {
+            if (value == null)
+                return null;
+
+            var jObj = IsExpandoObject(value) 
+                ? GetJObjectFromExpandoObject(value as IDictionary<string, object>) 
+                : GetJObject(value);
+
+            var fieldsetJson = new StringBuilder();
+            var fieldsetWriter = new StringWriter(fieldsetJson);
+
+            using (var jsonWriter = new JsonTextWriter(fieldsetWriter))
+            {
+                jObj.WriteTo(jsonWriter);
+            }
+
+            return fieldsetJson.ToString();
+        }
+
+        private bool IsExpandoObject(object value)
+        {
+            return value.GetType().Name.Equals(typeof (ExpandoObject).Name);
+        }
+
+        private JObject GetJObjectFromExpandoObject(IEnumerable<KeyValuePair<string, object>> obj)
+        {
+            var property = obj.ElementAt(0);
+            var alias = property.Key;
+            var value = property.Value;
+
+            var jObj = new JObject
+                {
+                    {
+                        "alias",
+                        new JValue(alias)
+                    }
+                };
+
+            var fsProperties = new List<JObject>
+            {
+                new JObject {new JProperty("alias", alias), new JProperty("value", value)}
+            };
+            jObj.Add("properties", new JRaw(JsonConvert.SerializeObject(fsProperties)));
+
+            return jObj;
+        }
+
+        private JObject GetJObject(object obj)
+        {
+            var jObj = new JObject
+                {
+                    {
+                        "alias",
+                        new JValue(GetFieldsetName(obj.GetType()))
+                    }
+                };
+
+            var properties = GetSerialiazableProperties(obj);
+
+            var fsProperties = new List<JObject>();
+
+            foreach (var propertyInfo in properties)
+            {
+                var fsProperty = new JObject();
+                var jProperty = new JProperty("alias", GetJsonPropertyName(propertyInfo));
+                fsProperty.Add(jProperty);
+
+                var propValue = propertyInfo.GetValue(obj, null);
+
+                fsProperty.Add(
+                    new JProperty("value",
+                                  IsValueArchetypeDatatype(propValue)
+                                      ? new JRaw(JsonConvert.SerializeObject(propValue,
+                                                                             GetArchetypeDatatypeConverter()))
+                                      : new JValue(GetSerializedPropertyValue(propValue))));
+
+                fsProperties.Add(fsProperty);
+            }
+
+            jObj.Add("properties", new JRaw(JsonConvert.SerializeObject(fsProperties)));
+
+            return jObj;
+        }
+
+        private IEnumerable<PropertyInfo> GetSerialiazableProperties(object obj)
+        {
+            return obj.GetType()
+                .GetProperties(BindingFlags.Instance | BindingFlags.Public)
+                .Where(prop => !Attribute.IsDefined(prop, typeof(JsonIgnoreAttribute)));
+        }
+
+        private string GetJsonPropertyName(PropertyInfo property)
+        {
+            var attributes = property.GetCustomAttributes(true);
+            var jsonPropAttribute = (JsonPropertyAttribute)attributes.FirstOrDefault(attr => attr is JsonPropertyAttribute);
+
+            return jsonPropAttribute != null ? jsonPropAttribute.PropertyName : property.Name;
+        }
+
+        private string GetFieldsetName(Type type)
+        {
+            var attributes = type.GetCustomAttributes(true);
+            var archetypeDatatypeAttribute = (AsArchetypeAttribute)attributes.FirstOrDefault(attr => attr is AsArchetypeAttribute);
+
+            return archetypeDatatypeAttribute != null ? archetypeDatatypeAttribute.FieldsetName : type.Name;
+        }
+
+        private bool IsValueArchetypeDatatype(object value)
+        {
+            return value != null &&
+                IsValueArchetypeDatatype(value.GetType());
+        }
+
+        private bool IsValueArchetypeDatatype(Type type)
+        {
+            return type.GetCustomAttributes(typeof(AsArchetypeAttribute), true).Length > 0;
+        }
+
+        private JsonConverter GetArchetypeDatatypeConverter()
+        {
+            return (JsonConverter)Activator.CreateInstance(GetType());
+        }
+
+        private string GetSerializedPropertyValue(object propValue)
+        {
+            if (propValue == null)
+                return String.Empty;
+
+            if (propValue is bool)
+                return (bool)propValue ? GetSerializedPropertyValue(1) : GetSerializedPropertyValue(0);
+
+            return String.Format("{0}", propValue);
+        }
+
+        private object GetDeserializedPropertyValue(JToken jToken, Type type)
+        {            
+            if (String.IsNullOrEmpty(jToken.ToString()))
+                return GetDefault(type);
+
+            var localType = Nullable.GetUnderlyingType(type) ?? type;
+
+            if (localType == typeof(bool))
+                return jToken.ToString() == "1";
+
+            return localType == typeof(DateTime) 
+                ? Convert.ToDateTime(jToken.ToString())
+                : jToken.ToObject(localType);
+        }
+
+        private object GetDefault(Type type)
+        {
+            return type.IsValueType ? Activator.CreateInstance(type) : null;
+        }
+
+        #endregion
+    }
+}
\ No newline at end of file
diff --git a/app/Umbraco/Umbraco.Archetype/Serialization/AsArchetypeAttribute.cs b/app/Umbraco/Umbraco.Archetype/Serialization/AsArchetypeAttribute.cs
new file mode 100644
index 0000000..b450a20
--- /dev/null
+++ b/app/Umbraco/Umbraco.Archetype/Serialization/AsArchetypeAttribute.cs
@@ -0,0 +1,14 @@
+using System;
+
+namespace Archetype.Serialization
+{
+    public class AsArchetypeAttribute : Attribute
+    {
+        public string FieldsetName { get; set; }
+
+        public AsArchetypeAttribute(string fieldsetname)
+        {
+            FieldsetName = fieldsetname;
+        }
+    }
+}
diff --git a/app/Umbraco/Umbraco.Archetype/Serialization/AsFieldsetAttribute.cs b/app/Umbraco/Umbraco.Archetype/Serialization/AsFieldsetAttribute.cs
new file mode 100644
index 0000000..60c4c08
--- /dev/null
+++ b/app/Umbraco/Umbraco.Archetype/Serialization/AsFieldsetAttribute.cs
@@ -0,0 +1,8 @@
+using System;
+
+namespace Archetype.Serialization
+{
+    public class AsFieldsetAttribute : Attribute
+    {
+    }
+}
diff --git a/app/Umbraco/Umbraco.Archetype/Serialization/SerializationExtensions.cs b/app/Umbraco/Umbraco.Archetype/Serialization/SerializationExtensions.cs
new file mode 100644
index 0000000..31bab75
--- /dev/null
+++ b/app/Umbraco/Umbraco.Archetype/Serialization/SerializationExtensions.cs
@@ -0,0 +1,32 @@
+using System;
+using System.Collections.Generic;
+using System.Linq;
+using System.Text;
+using System.Threading.Tasks;
+using Newtonsoft.Json;
+using Umbraco.Core.Models;
+using Umbraco.Web;
+
+namespace Archetype.Serialization
+{
+    public static class SerializationExtensions
+    {
+        //temporary
+        public static string GetPropertyDataValue(this IPublishedContent contentPage, string propertyAlias)
+        {
+            if (contentPage == null || !contentPage.HasProperty(propertyAlias))
+                return null;
+
+            return (string)contentPage.Properties.Single(p => p.PropertyTypeAlias == propertyAlias).DataValue;
+        }
+
+        public static T GetModelFromArchetype<T>(this IPublishedContent content,
+            string cmsFieldAlias, bool returnInstanceIfNull = false)
+            where T : class, new()
+        {
+            var archetypeJson = content.GetPropertyDataValue(cmsFieldAlias);
+            return JsonConvert.DeserializeObject<T>(archetypeJson) ??
+                   (returnInstanceIfNull ? Activator.CreateInstance<T>() : default(T));
+        }
+    }
+}
diff --git a/package.json b/package.json
index 336ec4a..3312df6 100644
--- a/package.json
+++ b/package.json
@@ -27,5 +27,8 @@
   "repository": {
     "type": "git",
     "url": "https://github.com/imulus/Archetype.git"
+  },
+  "devDependencies": {
+    "grunt-msbuild": "^0.1.12"
   }
 }