Lucia is a British-Colombian semiotician, business anthropologist, and designer with over 20 years of experience. She has worked with clients worldwide to help them understand and anticipate cultural and design shifts across continents. Lucia's work has significantly impacted various sectors, and she has collaborated with diverse clients such as Sony, Jabra, Ford, Nestlé, among many others. Her semiotic projects have been successfully implemented globally, primarily in emerging economies across South and East Asia, Africa, and Latin America. She is the founder of Visual Signo and also co-founder of Semiofest.