Alexandra Ncube Semiotician

Alex’s unique background – half Ukrainian, half Ndebele with an upbringing in Zimbabwe – has always left her with questions about identity and culture, bringing her to London to find some answers.

She started her journey by studying film, popular culture and business law (the last one was for her dad really) and moved on to do a Masters at the London School of Economics in Anthropology and International Development. It was there that she further explored her interest in narratives around gender, sexuality and race, and wrote a dissertation on power structures and subjective possibilities built into airports.

With these valuable lessons in hand, her journey made a natural progression into the world of commercial semiotics. When she’s not at Sign Salad analysing the connections between brands and culture, she writes fiction, travels to faraway places with her partner, and tries to teach her cat Zen to be zen.

Alexandra Ncube: