Semiotics
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Semiotics

Unlock the deeper cultural dialogue impacting your brand.

Semiotics is the study of signs, symbols and signals. Rooted in anthropology, it’s a useful tool for unlocking brand growth because it can help evaluate marketplace standing and reveal what a brand means for consumers. Semiotics provides invaluable context for marketing and advertising, whether analyzing campaign strategies or shedding light on a brand’s competitors.

Traditional qualitative research explores consumer beliefs and desires and highlights their behaviors in home, work or retail settings. Semiotics instead offers an invaluable cultural context for actions and belief systems. If you’re creating a logo or shop front, for example, semiotics can highlight what particular colors, symbols, words and designs mean to consumers in different cultures and demographics. When used in conjunction with traditional qualitative methods, semiotics can add valuable insight and context. Most importantly, semiotics can reveal how to communicate most effectively with your target audience and ensure you don’t inadvertently send the wrong message.

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Case Studies

Learn more about how our work has energized strategy for global brands, disruptive startups and everything in between.

Product Packaging for Mike’s Hard Lemonade

Case Studies

Product Packaging for Mike’s Hard Lemonade


We help Mike’s stay fresh by working with them on everything from flavor profiles, to product innovation, to packaging and advertising.

Perspectives

An Overview: Commercial Semiotics


Download our white paper to learn why Semiotics is a powerful tool for unlocking brand growth.

How We’re Different

The essence of the Kelton brand comes through best in the people who are on the front lines. We’re not just number crunchers; we are botanists and baseball fans, giggly animal lovers and homebrew geeks, and, yes– data heads, creatives and sociologists who choose the right tools, resources and experiences to meet each client challenge. Here’s what sets us apart as a Cultural Insights partner:

Brand Relevance


We identify the cultural themes that will resonate now and in the future.

Code Cracking


We dive deep to find meaning in imagery, logos and semiotics to articulate brand identity and expand market possibility.

Focused on What Matters


Our process for fact finding, analyzing and curating clearly defines what’s thought-provoking, own-able, and relevant to your business goals.

Global Perspective


Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients– here, there and everywhere.

Brand Relevance

We identify the cultural themes that will resonate now and in the future.

Code Cracking

We dive deep to find meaning in imagery, logos and semiotics to articulate brand identity and expand market possibility.

Focused on What Matters

Our process for fact finding, analyzing and curating clearly defines what’s thought-provoking, own-able, and relevant to your business goals.

Global Perspective

Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients– here, there and everywhere.