How we work

We design projects to fit our clients’ needs and budgets. Generally speaking, however, Semiotics involves a lot of desk-research, often coupled with real-world observations such as store visits

Photo by Simon Karemann on Unsplash

The standard analysis process
includes the following steps:

DEPENDING ON THE PROJECT, AT THE END YOU MAY GET:

  1. A meta perspective on a topic; e.g. ‘The meaning of nutrition is shifting from X to Y’

  2. A clear set of ‘rules’ that explain how a category functions; e.g. ‘Dairy is wholesome’ or ‘Beer is about togetherness’

  3. A series of codes that represent a category’s narratives; e.g. ‘Accessible Activism’ is a code of the plant-based foods category

  4. Tangible signs and symbols through which these codes manifest themselves; e.g. ‘rounded shapes connote approachability’

  5. A strategic framework or Semiotic Square that shows where codes and brands are positioned vs. key category dimensions; this reveals current or emerging opportunities

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Guiding principles