Cultural Decode; Tune into context and define your role in culture using semiotics, cultural insights and anthropology; AFK* and URL
*away from keyboard
What is the future of messaging? Identifying future trajectories for messaging behaviours and platforms. We conducted trends research, category analysis and qualitative interviews in 4 countries. Our recommendations and strategic mapping inspired WhatsApp’s Communities product offering as well as communications and policy around privacy.
WhatsApp + Phoenix
What is the emergent landscape of male beauty? We used cultural insights, trends and semiotics to map emerging cultural codes of masculinity and beauty. The insights added depth and range to our client’s corporate purpose of celebrating diverse beauty. With the help of assets including video, toolkits and workshops, the insights helped different stakeholders across the company’s portfolio identify innovation and marketing opportunities relevant for their brand.
Global Beauty Co.
Community & Audience Insights; Listen deeply to people to understand their everyday realities and find a meaningful role for your brand through user research, ethnography and co-design.
How do we engage our community elders? Understanding the perceptions and behaviours of over 65s around the climate crisis through a mix of ethnographic observation and interviews with elders in the community and local influencers. We delivered a communication toolkit that is being used to encourage participation in and advocacy for BCP’s initiatives.
Bude Climate Partnership
What do teen users need to feel safe? Understanding harmful experiences and safety and privacy pain points for teen users through stakeholder workshops and qualitative user research across 6 markets. Leading to a taxonomy of harms and specific recommendations for product features and brand communication.
Global Tech Co.
Design & Creative Strategy; Translate cultural insights and codes into compelling concepts, prototypes and guidelines for communication, services, product and places.
What is the sensory and semiotic landscape we’re designing for? Decoding the semiotics of the Waterloo station area to inform the place strategy for a new mixed use development around the iconic London train station. We mapped the meanings of the diverse areas surrounding the development, and architects were taken on a sensory-semiotic walk of the site surroundings. The work helped the place-making team tune into the transitions and rhythms of the area.
HB Reavis + The Place Bureau
How should we communicate DEI within our apps? Analysing the semiotic cues of ‘diversity and inclusion’ within in-app illustrations. We mapped contemporary visual representations of diversity and made strategic recommendations on codes that could fit within the brand’s broader design language while avoiding the cliches of representation rife in the category today. We worked with our client’s design agency to inform and shape their illustrations.
Global Tech Co.
Futures Perspective; Find purpose and a sense of direction through uncertain futures using trends analysis, scenarios and speculative design
What are our opportunities for category disruption? Identifying opportunities for adaptive and ecological design within multiple industries through a mix of category futures research and expert interviews. We workshopped opportunities with the founding team and investors, along with giving structured feedback on early product prototypes.
Materials Start Up
What is the future of learning? Identifying future trajectories for learning approaches and products at all life stages. We mapped different opportunities informed by expert interviews, category analysis and semiotics. The work guided product and marketing teams’ prioritisation of new technologies and positioning.
Global Tech Co.
School of Critical Design