The system that turns cultural signal into strategy.
Metastructure, ontology, and cultural intelligence models that connect raw expression to meaning. One integrated system that makes cultural signal comparable across platforms, contexts, and time, and gives your team something you can actually plan with.
Values. Emotions. Narratives. Hooks. Formats. Aesthetics. Tensions. Symbols. One loop.
Video analysis / VKB
Climate discourse ontology map
Structure is what makes interpretation cumulative instead of disposable.
The invariant structure beneath every cultural system.
Seven layers, one loop, from universal human tension to stabilized meaning. Select any layer to read what it does.
Walk the stack
Cycles automatically. Hover the stack to pause. Click a level to hold; the loop resumes on its own after a short pause.
Learning under constraint
First principle
We start from a single claim: culture is the record of how people learn to live together under pressure. Everything downstream follows from that.
Core loop
Experience becomes symbol, symbol meets reward, reward stabilizes meaning, and new conditions reactivate the same tensions again.
The metastructure is the reason cultural analysis can hold across contexts: same architecture, different expressions. Experience becomes symbol, symbol meets reinforcement, reinforcement stabilizes meaning.
The shared vocabulary for reading expression.
Structural primitives that make it possible to compare and interpret expression across contexts, platforms, and communities.
Why it matters
If culture becomes machine-readable, it must stay human-legible.
The ontology bridges raw signal and interpretation. It keeps meaningful pattern visible alongside what is easiest to automate and count.
Compare patterns across platforms and contexts
Preserve meaning across automated systems
Translate culture while keeping depth visible next to metrics
Give researchers and institutions a shared vocabulary
What spreads, and what forms beneath it.
Engagement metrics surface motion. Cultural intelligence maps formation underneath: what it means, who it moves, and why it holds.
Surface read
Confirms that something happened.
Deeper read
Explains why it resonated and what keeps it alive.
In practice
From cultural map to communication that works.
The framework is how we translate billions of signals into decisions your team can plan with. Here is what that looks like for the organisations we work with.
NGOs and nonprofits
Map the cultural values driving your audience, identify the narratives that have traction, and brief creative work that lands with precision across regions and languages.
Start with a diagnosticPublic health organisations
Understand which emotional registers build trust in each community, which formats carry your message across demographic lines, and which narratives to avoid.
Request a briefingGovernance and policy teams
Read the cultural narratives shaping how policy is received, and align communication to the frames your constituents already hold before the consultation window closes.
Talk to the FoundationMovements and coalitions
Identify the shared symbols and tensions that unite diverse communities, and use them to coordinate messaging across regions without erasing local difference.
Explore partnershipEverything that moves culture, mapped.
The Cultural Intelligence Graph tracks the values, emotions, narratives, hooks, formats, and symbols that make content travel across every subculture, demographic, and market. Live. Continuously updated. Yours to navigate.
In production
The framework runs Signal.
Signal is the first product built on this framework. It gives brand and agency teams a real-time read on the values, narratives, and formats driving their category. The Cultural Intelligence Graph is live. The framework powers it.
Next step
See how the framework applies to your work.
We run briefings tailored to your organisation's communication challenge. Bring a problem, leave with a cultural map, a vocabulary, and a clear next step.