Semiotics x Sociocultural trends x Creative strategy

As a semiotician and explorer of sociocultural trends, I decode the shifts that are transforming our relationship with brands and products.

My fields of analysis: signs in the broad sense, uses and attitudes, emerging codes, brand narratives, and imaginaries of consumption.

My approach: combining semiotic analysis with forward-looking insight to help brands anticipate expectations and imagine products, spaces, services, and narratives that resonate with the sensibilities of today and tomorrow.

I work across a wide range of sectors (food, beauty, luxury, banking, insurance, lifestyle) with a strong conviction: cross-sector perspectives provide a privileged vantage point for understanding how cultural transitions shape collective expectations.

My services

I help brands make sense of their time and craft true, sensitive, and singular narratives.

Each assignment is a space for decoding and reframing: understanding how a brand fits into the collective narrative – and how it can influence it.

I favor a highly applied, pragmatic, and illustrated approach, nourished both by semiotic rigor and by the openness and curiosity at the heart of sociocultural analysis.

Foresight

• Sociocultural trends & Macro trends
  Forward-looking, cross-sector studies designed to explore potential futures, inspire, and energize innovation.
  Example: future expressions of well-being (in health, beauty, food, hospitality).
  
  
• Ad hoc studies
  Analysis of key developments and weak signals within a sector/market or around a specific theme, identification of best practices, and strategic recommendations.
  Example: geocultural influences on skincare expectations and priorities across four markets (Europe and the Middle East).

Semiotic analysis

• Decoding the meanings conveyed by a product, logo, packaging, space, or campaign, as part of a launch or a redesign.
  Example: analysis of meaning effects produced by a packaging redesign (before/after comparative analysis, positioning within the category).
  
  
• Analysis of codes, values, and expressive territories used within a category or around a theme, to explore underlying notions and identify opportunities (innovation, branding, communication).
  Example: identification of values and signs associated with Provence as part of the repositioning of a local wine.

Creative Strategy & Storytelling

• Brand platform: formalization of brand identity, both in substance and in form.
  Example: brand platform, storytelling, and creative directions as part of the repositioning of a B2B player in the dental sector.
  
  
• Creative concepts: translating brand identity into signs and materializing its individuality (creative routes, brand ID book, visual and editorial guidelines, activations).
  Example: development of three expressive territories and creative directions as part of the repositioning of an aperitif products brand.