Making Sense
"We need creativity in order to make connections that aren't obvious."
Charise Mita
Charise Mita founded TheHXCompany in 2018 just a few weeks before Semiofest in Mumbai. She uses HX, or the Human Experience, in response to the dehumanizing language of tech’s UX and CX. After 20 years in creative and brand strategy, she relishes semiotic projects and collaborations. She has co-written papers with semioticians from the UK, China, and most recently Poland, working on a new model that brings together Semiotics, Social Communication, and Narrative Studies. This model has been especially useful to large institutions who have lost public trust, and legacy brands looking to get their meaning, story, and relevance mojo back.