Visual Signo founder Lucia Laurent-Neva is, paradoxically, never more at home than when she is immersing herself in the environment of her client’s current or potential future consumers. Since 2001 she has been applying her knowledge of anthropology, design theory and marketing semiotics to strategic brand management problems.
Lucia’s interest in the practical applications of cultural semiotics began while she was a professor and lecturer at a top Colombian university and evolved through senior roles at two London marketing-strategic consultancies. There is no better training for the experience of having to convert complex cultural data and analyses into clear and relevant design insights.
As owner of Visual Signo and co-founder of Semiofest she is now responsible for demonstrating semiotics’ increasing relevance to global brand strategy in commercial organisations. Her team are at the cutting-edge of their field and her clients recognise this.
Visual signs have shaped culture since the beginning of time. They orient our beliefs, guide our perceptions and provide us with multiple sensorial connections. All communication has a connection with the visual realm, even sounds.”
