Commonroot

Commonroot is a strategic research and communications consultancy that helps brands create culturally intelligent communication: brands and messages that are meaningful to the people who use them and relevant to the worlds in which they operate. To do this we apply semiotics, cultural analysis and other deep insight techniques to understand the cultural narratives which shape people's environments, identities and behaviours, and the roles which brands play in these. We input both into strategy and creative, seeking to bridge the gap between positioning and execution by identifying the visual and verbal languages associated with different cultural narratives. We work across industries from beauty, alcohol, snacking, food and health to fashion, broadcasting, social media, pharmaceuticals, charities and beyond. We run projects across Europe and North America, East Asia, Latin America and Southeast Asia, and pride ourselves on our cross-cultural perspectives.