Why semiotics?

In the world we live in, our consumption choices are an act of defining and displaying who we are, what we are about, and our place under the sun.

Brands must communicate their identity and values to their target consumers in ways that appeal to who they are, rather than a simplistic value proposition of fulfilling a certain need adequately, for a good value.

For example, certain consumers may buy hard cheeses stamped with European heraldry to show their sophisticated taste, or favor unscented skincare products in minimalist tubes because they consider themselves result-oriented rather than the frivolous type that cares about fragrance and a pretty bottle.

Semiotics is a tool used to decode how consumers interpret what they see and choose what suits them best, and can be applied effectively at every stage of the commercial process, from initial market exploration all the way to communications strategy for in-store displays.

Case Studies

Examples of my work to come