Our Methods

What is semiotics?

Semiotics interrogates the multiple meanings of signs and symbols (in linguistic, visual or other sensory forms) as they play out across cultural and textual landscapes.

Through semiotic analysis underpinned by ethnographic observation, we’re able to think more critically about the signs, symbols, myths and everyday narratives that surround us – and in doing so, to better understand the cultural climate in which we exist.

Why is it useful to our clients?

Semiotic techniques are particularly useful in helping brands understand how they’re operating within specific cultural contexts – what stories and symbols, signs and meanings they’re communicating to consumers.

By understanding what specifically it is they’re communicating, brands can become better equipped to tell more interesting and more compelling stories about themselves – to take control of how and what they mean in culture and to consumers.