Marketing Code-X

Go With the Flow

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The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them 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.

WeWork social

GO WITH THE FLOW” NORM: Get in the zone, tap into your creative side. Unblock your inner reservoir of imagination.

Headspace social

GO WITH THE FLOW” FORMS: People focused, productive — doing what appears to be creative, imaginative, high-functioning work. Pastel colors. Workplace-groovy tonality. “Stay focused.” “That feeling when you’re in the zone.” “Calm cool collected.”.

From a 2019 audit of the “Getting Whole” space. Defined as: Makes me feel self-reliant, able to take action by helping me get out of my own way, calming me down while also energizing me, restoring a neglected part of my inner life.

Tags: CODE-X, Getting Whole