Queen Mary Fob
Ocean liners represented empire, speed and scale.
Narrative
Stories — true, invented, or somewhere in-between.
Marketing Case File (Marketing)
Reconstruction set
"LEGO was born into a post-WW2 Europe that needed to be rebuilt — but along radically different lines."
When shabby isn’t chic
“Do I really have to destroy the beautiful logo by making it shabby?"
Marketing Case File (Marketing)
X
"One of our favorite ideas emerging from the synthesis of semiotic country reports was that of 'X.'"
Marketing Case File (Marketing)
M
"A wave of inspiration came over me as I caught sight of a creative path to the organization's new name: M."
The American spirit
"Are you listening, Democrats? Here are five insights into the 'spirit of America' that could help you turn things around."
Marketing Case File (Marketing)
Youth Leisure
"No outbreaks of sudden joy…"
Slum Pandemic
"I could not get the stories of these teenagers out of my head."
Kütür Kütür
"Turkish has an extraordinary range of words depicting food texture."
Swaziland Condoms
"Masculinity is about short-term pleasure… and potential long-term danger."
Chocolate Ideology
"A lesson in comparative religion and culture."
Marketing Case File (Marketing)
Scent Fantasy
"The semiotician must act as a 'bridge' between perfumer and consumer…"
Dolphin Square
"Reshaping a community's identity and future through a simple shift in narrative…"
Cuban ways of seeing
"In Cuba we don’t see containers…"
Undead Luxury
"A dark fantasy of membership in an immortal, superhuman elite…"