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Director of Innovation
Cato drives Space Doctors’ thought leadership, pioneering semiotic applications across branding, marketing and design. Using hybrid, experimental approaches across the cognitive and behavioural sciences, anthropology, user experience and speculative design, Cato pilots new ways for brands to understand, measure and create meaning. Cato’s recent work in Sensory Semiotics led to the world’s first sensory semiotic chocolate experiment (with Bompas & Parr and Oxford University), a ‘treehouse’ hotel room hanging from a 26 foot crane, and the development of a ‘synaesthetic brand’.