The name esSZed refers to the book S/Z by French philosopher Roland Barthes. In this work first published in 1970, he explores and demystifies the link between the sign and its meaning. Barthes identifies specific "codes" that make up a literary text and that are used by a reader to construct a meaning of a text in a somewhat arbitrary way. He insists on the plurality of a nature of the text - the plurality that should not be reduced by any privileged interpretation. Barthes flags the way in which a reader should be understood as an active producer of interpretations of the text, rather than a passive consumer. 

esSZed has a unique perspective on connecting audiences and brands. We engage contemporary art to open the brand to multiple individual interpretations. Each consumer has an opportunity to draw their own value from the brand and its work. We avoid disruptive messaging and focus on marketing and PR projects where an audience becomes a co-author of the brand message and its main advocating force.