Knowledge Center

A Case Study on Design Semiotics – Creating a New Brand Language For an Established Brand

A 100 year old corporate brand needed to reinvent itself for the new millennium and the new generation of consumers.  It had a specific brand promise and a new logo as carriers of the revamped brand.  The challenge was to “own” the new brand promise in consumers’ minds with new symbolic codes and signifiers embedded… more >

Design Semiotics and Creating Equity in Your Brand

Design defines your brand more immediately and viscerally than verbal communications. Design appeals to consumers at an instinctive and emotional level. Your brand story will always be stronger with a well-crafted visual design to support it. Design semiotics enables your brand to create a distinctive personality for itself by creating signs and signifiers that draw… more >