Working in the field of applied semiotics we are often challenged to communicate ideas visually.
Not only to Clients but other team members that we work with e.g. creatives. Sometimes we have to communicate semiotic concepts or brand concepts to visual thinkers like designers. Sometimes we have to communicate complex and layered concepts and we don’t have the confidence in our visual skills to bring them to life, in visual formats.
We are happy to offer you a Visual-Semiotics workshop that integrates design thinking and semiotic rigour.
The main objective of the workshop is to develop the ability to make creative and insightful visual notes in order to discover the potential of multi-modal semiotic resources to represent and communicate ideas.
THE SCHEDULE
12:30 – 13:00 – All attendees are invited to Centro Cultural del México Contemporáneo for registration
13:00 – 14:00 – Lunch
14:00 – 14:30 – After lunch we all together go to La casa de la Primera Imprenta de América for an introduction to the training session
14:30 – 15:30 – A walk: exploring social and cultural life in Zocalo
15:30 – 15:50 – Coffee Break
15:50 – 17:50 – workshop at La casa de la Primera Imprenta de América
17:50 – 18:00 – Closing remarks
During this workshop, attendees will:
a. Learn what a visual note is.
b. Analyse social and cultural life in Zocalo – the main square of the city.
c. Know how visual notes relate to semiotic theory, including Peirce’s objects of representation.
d. Create your own visual notes based on observation of social and cultural life in Zocalo.
e. Explore how this visual notes can be used for meaning and information retrieval at a later date.
All attendees will develop skills to create visual notes, understand the semiotic nature of different visual notes techniques and how this method can enrich your communication skills.
You don’t have to be a graphic designer or a visual artist to attend this workshop – it is for everyone!
THE VENUE
House of the first printing press
As mentioned above, this Venue is in the center of the city 5-7 mins. away from Centro Cultural del México Contemporáneo where the main Conference will be held, in the area of hotels. If you stick to our hotel recommendations and stay in the heart of the city you can reach La Casa de la Primera Imprenta on foot.
Address
Lic. Primo Verdad no.10,
Centro Histórico de la Cdad. de México,
Centro, Cuauhtémoc,
06010 Ciudad de México
DATE: 28th May, 2020
The Unconference I
THE SCHEDULE
10:00-10:15 – Welcome and Introduction
10:15-10:45 – Keynote: Cultural changes in Latin America: from media to network, from parties to social movements | Nestor García Canclini
Simultaneous translation
10:45-11:15 – Keynote: Panorama of continual re-construction of Mexican identity inside and outside of national borders; Mexicans in the U.S, the idea of Mexico in Latin America: how Mexicans represent themselves and are represented abroad | Dr. José Manuel Valenzuela
Simultaneous translation
11:15-11:40 – Discussion between Dr. Nestor García Canclini and Dr. José Manuel Valenzuela
Moderator – Gabriela Pedranti /Semiotica Studio
Simultaneous translation
11:40-12:00 – Coffee Break
LATIN AMERICAN CASE STUDIES
12:00-12:20 – Cultural Appropriation or Creative Juxtaposition? Leveraging Mexican and Californian Codes for Fast Casual Dining | Philip Wyckoff/ Wyckoff Partners & Ramona Lyons/ Lucid Semiotics
12:20-12:40 – Revamping Food Packaging for a Hyper-indulgent Market | Alfredo Troncoso/ De la Riva Group
12:40-13:00 – Shifting Meanings From The Street To The Screens: What Brands Need To Learn About Social Movements |Coppelia Yañez & Samantha Herrerías/ Bombay
13:00-14:00 – Lunch
14:00 – 14:30 – Books & Magazines presentation
14:30-14:50 – Brand Localization Through Resemiotization: A Case Study of a Danish Cooperate Identity Adapts to China | Coco Wu/ Kantar
14:50-15:10 – Case Study: How Semiotic Analysis of Quantitative CGC Helped Revamp BBC’s Humour Strategy | Chris Arning/Creative Semiotics
15:10-15:30 – CASE STUDY – Swedish Motormen´s National Confederation; a resemiotization of the brand | Martha Arango & Hanna Holländer/ Beyond Research
15:30-15:50 – Coffee Break
15:50-16:10 – Decoding the Modern Coffee – Cold Brew is the New Hot | Ann Menard/ Nestlé
16:10-16:30 – LUNA Bar: Women’s Empowerment Revamp | Joshua Glenn/ Semiovox
16:30-16:50 – Using children’s stories to inspire brand communication | William Landell Mills/ Amaranth Insight
16:50-17:10 – Re-semiotization of the public transportation landscape of Parisian suburb | Samuel Grange/ The Semiotics Factory
17:10-17:30 – Culture, Codes, and Cognac: How We used Semiotics to Re-Invigorate Grand Marnier’s Global Brand Assets | Sarah Johnson/ Athena Brand Wisdom
17:30-17:40 – Closing remark
THE VENUE
Centro Cultural del México Contemporaneo
The Venue is in the center of the city next to Zocalo, the main square of the city, 5-7 mins. away from La Casa de la Primera Imprenta, in the area of hotels. If you stick to our hotel recommendations and stay in the heart of the city you can reach on foot.
Address
Leandro Valle 20,
Centro Histórico de la Cdad. de México,
Centro, Cuauhtémoc,
06000 Ciudad de México
DATE: 29th May, 2020
The Unconference II
THE SCHEDULE
9:30-10:00 – Registration
10:00-10:15 – Welcome and Instruction
10:15-11:00 – Keynote: The Brand as an extension of the mind. Brand semiosis as complex interactive systems | Román Esqueda Atayde
METHODOLOGICAL CASE STUDIES
11:00-11:20 – Integrated Approaches to Marketing Semiotics & Consumer Semiosis | Jacob Harbord/ Clear Strategy
11:20-11:40 – Methodological Innovation: Semiotics in the Writers Room – an Archetypical approach to story development | Tim Stock/ scenarioDNA
11:40-12:00 – Coffee Break
12:00-12:20 – Resemiotization and the Story Telling in Action Films – the Different Code Borrowing, Subversion, and Appropriation depending on Different Sign Systems | Christo Kaftandjiev/ Sofia University
12:20-12:40 – Resemiotizing towards a more emotionally resonant brand communication: A quadrant analysis model | Vijay Parthasarathy/ Stardust Insights
12:40-13:00 – Semiotics and Behaviour change: can the Twain meet? | Hamsini Shivakumar & Shubhabrata Roy/ Leapfrog Strategy Consulting
13:00-14:00 – Lunch
14:00-15:00 – Panel discussion: The Challenge of selling Semiotics in LatAm Moderator: Kristian Bankov/New Bulgarian University
15:00-15:20 – Re-Semiotizing Futures: Introducing Speculative Design as a Tool for Semioticians | Gemma Jones/ School of critical design & Maria Alexandra Salamanques / Mundano Buro
15:20-15:40 – Coffee Break
SOCIAL AND ACADEMIC CASE STUDIES
15:40-16:00 – How Naming in China is ‘Re-Semiotizing’ the Market | Vladimir Djurovic/ Labbrand
16:20-16:40 – Decoding Swissness – How the identity of Switzerland was constructed | A semiological-iconological image analysis | Peter Glassen/ Markenbildung | Peter Glassen
16:40-17:00 – Un-gender: Indian masculine expression of 21st century traces to 200 CE | Rajan Luthra/ DY Works
17:00-17:20 – Re-inscribing Language for Social Change | Fattori Fraser/ Quantum
17:20-17:40 – Consumerism, Religion and Ted Talks | Sonia Marques/ Indiz
17:40-17:50 – Closing remarks
19:00 – Dinner
THE VENUE
Centro Cultural del México Contemporaneo
The Venue is in the center of the city next to Zocalo, the main square of the city, 5-7 mins. away from La Casa de la Primera Imprenta, in the area of hotels. If you stick to our hotel recommendations and stay in the heart of the city you can reach on foot.
Address
Lic. Primo Verdad no.10,
Centro Histórico de la Cdad. de México,
Centro, Cuauhtémoc,
06010 Ciudad de México
DATE: 30th May, 2020
We invite you to join this final day’s event where we are planning to put hands on work with clients facing different problems and with the expectation of learning something about our community in order to start thinking in a possible solution from a semiotic perspective.
We will invite five Mexican companies and NGOs to share some of their current issues and we will offer them possible solutions from a Semiotic perspective; from food to mobility and nature conservation. You will work on their briefs and share your solutions from different backgrounds.
THE DYNAMIC
1. Clients present their problem in a 5 minutes pitch. Semioticians listen to them and choose with whom they would like to work. (total 30 mins.)
2. Five groups made out of clients and semioticians work for an hour and a half on the problem, trying to think about possible solutions. (Total 1 hour 30 mins.)
3. The five teams present the results of the discussion in order to share with the other teams the approaches, methodologies and results. (Total. 1 hour).
To close Clients day we will invite all participants to relax with some nice local snacks, drinks and a free Salsa lesson provided by Claudia Lora, who is an amazing dancer and has also been part of the Semiosfera team; semioticians also know how to follow the signs of dance ☺
THE VENUE
Semiosfera Consulting
SEMIOSFERA office in Coyoacan – a beautiful and bohemian neighborhood in the south of the city. The area is full of history – Frida Kahlo, Diego Rivera and Leon Trotsky used to live in this area.
P.S. Those boxes in the background is a sign of hard working people: we are moving to our brand new office!
All the participants will be taken to the venue by Semiofest bus, so no need to worry about directions. When the activities are over, the same bus will take us back to the Zocalo/Mexico City center.
Address
Eleuterio Méndez 11
San Diego Churubusco
Coyoacán
04120 Ciudad de México, CDMX
- Day 1
-
Working in the field of applied semiotics we are often challenged to communicate ideas visually.
Not only to Clients but other team members that we work with e.g. creatives. Sometimes we have to communicate semiotic concepts or brand concepts to visual thinkers like designers. Sometimes we have to communicate complex and layered concepts and we don’t have the confidence in our visual skills to bring them to life, in visual formats.
We are happy to offer you a Visual-Semiotics workshop that integrates design thinking and semiotic rigour.The main objective of the workshop is to develop the ability to make creative and insightful visual notes in order to discover the potential of multi-modal semiotic resources to represent and communicate ideas.
THE SCHEDULE
12:30 – 13:00 – All attendees are invited to Centro Cultural del México Contemporáneo for registration
13:00 – 14:00 – Lunch
14:00 – 14:30 – After lunch we all together go to La casa de la Primera Imprenta de América for an introduction to the training session
14:30 – 15:30 – A walk: exploring social and cultural life in Zocalo
15:30 – 15:50 – Coffee Break
15:50 – 17:50 – workshop at La casa de la Primera Imprenta de América
17:50 – 18:00 – Closing remarksDuring this workshop, attendees will:
a. Learn what a visual note is.
b. Analyse social and cultural life in Zocalo – the main square of the city.
c. Know how visual notes relate to semiotic theory, including Peirce’s objects of representation.
d. Create your own visual notes based on observation of social and cultural life in Zocalo.
e. Explore how this visual notes can be used for meaning and information retrieval at a later date.All attendees will develop skills to create visual notes, understand the semiotic nature of different visual notes techniques and how this method can enrich your communication skills.
You don’t have to be a graphic designer or a visual artist to attend this workshop – it is for everyone!
THE VENUE
House of the first printing press
As mentioned above, this Venue is in the center of the city 5-7 mins. away from Centro Cultural del México Contemporáneo where the main Conference will be held, in the area of hotels. If you stick to our hotel recommendations and stay in the heart of the city you can reach La Casa de la Primera Imprenta on foot.
Address
Lic. Primo Verdad no.10,
Centro Histórico de la Cdad. de México,
Centro, Cuauhtémoc,
06010 Ciudad de México - Day 2
-
DATE: 28th May, 2020
The Unconference I
THE SCHEDULE
10:00-10:15 – Welcome and Introduction
10:15-10:45 – Keynote: Cultural changes in Latin America: from media to network, from parties to social movements | Nestor García Canclini
Simultaneous translation
10:45-11:15 – Keynote: Panorama of continual re-construction of Mexican identity inside and outside of national borders; Mexicans in the U.S, the idea of Mexico in Latin America: how Mexicans represent themselves and are represented abroad | Dr. José Manuel Valenzuela
Simultaneous translation
11:15-11:40 – Discussion between Dr. Nestor García Canclini and Dr. José Manuel Valenzuela
Moderator – Gabriela Pedranti /Semiotica Studio
Simultaneous translation
11:40-12:00 – Coffee Break
LATIN AMERICAN CASE STUDIES
12:00-12:20 – Cultural Appropriation or Creative Juxtaposition? Leveraging Mexican and Californian Codes for Fast Casual Dining | Philip Wyckoff/ Wyckoff Partners & Ramona Lyons/ Lucid Semiotics
12:20-12:40 – Revamping Food Packaging for a Hyper-indulgent Market | Alfredo Troncoso/ De la Riva Group
12:40-13:00 – Shifting Meanings From The Street To The Screens: What Brands Need To Learn About Social Movements |Coppelia Yañez & Samantha Herrerías/ Bombay
13:00-14:00 – Lunch
14:00 – 14:30 – Books & Magazines presentation
14:30-14:50 – Brand Localization Through Resemiotization: A Case Study of a Danish Cooperate Identity Adapts to China | Coco Wu/ Kantar
14:50-15:10 – Case Study: How Semiotic Analysis of Quantitative CGC Helped Revamp BBC’s Humour Strategy | Chris Arning/Creative Semiotics
15:10-15:30 – CASE STUDY – Swedish Motormen´s National Confederation; a resemiotization of the brand | Martha Arango & Hanna Holländer/ Beyond Research
15:30-15:50 – Coffee Break
15:50-16:10 – Decoding the Modern Coffee – Cold Brew is the New Hot | Ann Menard/ Nestlé
16:10-16:30 – LUNA Bar: Women’s Empowerment Revamp | Joshua Glenn/ Semiovox
16:30-16:50 – Using children’s stories to inspire brand communication | William Landell Mills/ Amaranth Insight
16:50-17:10 – Re-semiotization of the public transportation landscape of Parisian suburb | Samuel Grange/ The Semiotics Factory
17:10-17:30 – Culture, Codes, and Cognac: How We used Semiotics to Re-Invigorate Grand Marnier’s Global Brand Assets | Sarah Johnson/ Athena Brand Wisdom
17:30-17:40 – Closing remarkTHE VENUE
Centro Cultural del México Contemporaneo
The Venue is in the center of the city next to Zocalo, the main square of the city, 5-7 mins. away from La Casa de la Primera Imprenta, in the area of hotels. If you stick to our hotel recommendations and stay in the heart of the city you can reach on foot.
Address
Leandro Valle 20,
Centro Histórico de la Cdad. de México,
Centro, Cuauhtémoc,
06000 Ciudad de México - Day 3
-
DATE: 29th May, 2020
The Unconference II
THE SCHEDULE
9:30-10:00 – Registration
10:00-10:15 – Welcome and Instruction
10:15-11:00 – Keynote: The Brand as an extension of the mind. Brand semiosis as complex interactive systems | Román Esqueda AtaydeMETHODOLOGICAL CASE STUDIES
11:00-11:20 – Integrated Approaches to Marketing Semiotics & Consumer Semiosis | Jacob Harbord/ Clear Strategy
11:20-11:40 – Methodological Innovation: Semiotics in the Writers Room – an Archetypical approach to story development | Tim Stock/ scenarioDNA
11:40-12:00 – Coffee Break
12:00-12:20 – Resemiotization and the Story Telling in Action Films – the Different Code Borrowing, Subversion, and Appropriation depending on Different Sign Systems | Christo Kaftandjiev/ Sofia University
12:20-12:40 – Resemiotizing towards a more emotionally resonant brand communication: A quadrant analysis model | Vijay Parthasarathy/ Stardust Insights
12:40-13:00 – Semiotics and Behaviour change: can the Twain meet? | Hamsini Shivakumar & Shubhabrata Roy/ Leapfrog Strategy Consulting
13:00-14:00 – Lunch
14:00-15:00 – Panel discussion: The Challenge of selling Semiotics in LatAm Moderator: Kristian Bankov/New Bulgarian University
15:00-15:20 – Re-Semiotizing Futures: Introducing Speculative Design as a Tool for Semioticians | Gemma Jones/ School of critical design & Maria Alexandra Salamanques / Mundano Buro
15:20-15:40 – Coffee BreakSOCIAL AND ACADEMIC CASE STUDIES
15:40-16:00 – How Naming in China is ‘Re-Semiotizing’ the Market | Vladimir Djurovic/ Labbrand
16:20-16:40 – Decoding Swissness – How the identity of Switzerland was constructed | A semiological-iconological image analysis | Peter Glassen/ Markenbildung | Peter Glassen
16:40-17:00 – Un-gender: Indian masculine expression of 21st century traces to 200 CE | Rajan Luthra/ DY Works
17:00-17:20 – Re-inscribing Language for Social Change | Fattori Fraser/ Quantum
17:20-17:40 – Consumerism, Religion and Ted Talks | Sonia Marques/ Indiz
17:40-17:50 – Closing remarks
19:00 – DinnerTHE VENUE
Centro Cultural del México Contemporaneo
The Venue is in the center of the city next to Zocalo, the main square of the city, 5-7 mins. away from La Casa de la Primera Imprenta, in the area of hotels. If you stick to our hotel recommendations and stay in the heart of the city you can reach on foot.
Address
Lic. Primo Verdad no.10,
Centro Histórico de la Cdad. de México,
Centro, Cuauhtémoc,
06010 Ciudad de México - Day 4
-
DATE: 30th May, 2020
Semiotics for Business – Clients DayWe invite you to join this final day’s event where we are planning to put hands on work with clients facing different problems and with the expectation of learning something about our community in order to start thinking in a possible solution from a semiotic perspective.
We will invite five Mexican companies and NGOs to share some of their current issues and we will offer them possible solutions from a Semiotic perspective; from food to mobility and nature conservation. You will work on their briefs and share your solutions from different backgrounds.
THE DYNAMIC
1. Clients present their problem in a 5 minutes pitch. Semioticians listen to them and choose with whom they would like to work. (total 30 mins.)
2. Five groups made out of clients and semioticians work for an hour and a half on the problem, trying to think about possible solutions. (Total 1 hour 30 mins.)
3. The five teams present the results of the discussion in order to share with the other teams the approaches, methodologies and results. (Total. 1 hour).
To close Clients day we will invite all participants to relax with some nice local snacks, drinks and a free Salsa lesson provided by Claudia Lora, who is an amazing dancer and has also been part of the Semiosfera team; semioticians also know how to follow the signs of dance ☺THE VENUE
Semiosfera Consulting
SEMIOSFERA office in Coyoacan – a beautiful and bohemian neighborhood in the south of the city. The area is full of history – Frida Kahlo, Diego Rivera and Leon Trotsky used to live in this area.
P.S. Those boxes in the background is a sign of hard working people: we are moving to our brand new office!All the participants will be taken to the venue by Semiofest bus, so no need to worry about directions. When the activities are over, the same bus will take us back to the Zocalo/Mexico City center.
Address
Eleuterio Méndez 11
San Diego Churubusco
Coyoacán
04120 Ciudad de México, CDMX