The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.
Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.
“BLACK MONOLITH” NORM: A black package, mysterious and forbidding, suggesting a brand that is constantly seeking breakthrough innovations.
“BLACK MONOLITH” FORMS: Product launch hype: “Maybe the biggest breakthrough since…” “Discover the new classic.” Never satisfied: “Our experts are constantly exploring new ways to marry style and function.” “One step ahead.”
From a 2020 audit of the Men’s Personal Luxury space.