Lucia has worked with British and international clients for over two decades.  She specialises in developing culturally sensitive business practices and strategies tailored to diverse audiences. With a background in Anthropology, Semiotics, and Design, Lucia has helped organisations gain insights into different cultural intelligences, anticipate cross-cultural interactions, and navigate design changes across continents. She is also the founder of Visual Signo UK (Design & Cultural Intelligence) and Co-Founder of Semiofest. She works with a diverse range of clients across various sectors worldwide. Lucia is experienced in leading semiotic and anthropological projects in the UK, Europe, the USA, and emerging economies in South and East Asia, Africa, and Latin America.

Lucia Writes:

“I started my semiotics journey in 1996 when I took a three-year class on Semiotics while studying Graphic Design. The logical thinking, the practicality of theories discussed, and the potential applications of my design practice hooked me to the field. After a few years, I started teaching a class on Communication Theories to design students in Cartagena, Colombia, which totally changed my perspective on design cultures. The visual richness expressed by communities in the region brought an inner urge to investigate cultural changes. After moving into anthropology, I started to explore the idea of semiotics as a bridge for linking my design and anthropology interests. Since then, I have been working at the intersection between these disciplines. Apart from the fun and laughter we get during Semiofest, I love that the conference connects us with great individuals from different paths of life and perspectives, providing opportunities to learn and enrich our own semiotic experience.”