Gabi Orsi

Gabi Orsi
Project Director

With one foot in the world of cultural strategy and semiotics and the other in design and innovation, Gabi brings her Central Saint Martins (BA/MA) academic background to bear on projects that bridge strategy and insight, helping brands become culturally fluent.

Having lived in London for more than a decade, but with roots firmly planted in her native Brazil, Gabi has led projects decoding the semiotics of Latin American fandom for a media brand, understanding the context of fragrance in the Gulf, and developing cultural foresight that pushed a global tea brand beyond its traditional category boundaries. Since joining Sign Salad, she has worked on projects ranging from decoding the crackers category to uncovering the semiotics of ‘fun’ in the US.

Beyond the office, Gabi can be found practising her French on Duolingo, disappearing into darkened cinemas during winter’s coldest days, or exploring new cities while adding to her collection of books and incense.