Marketing Code-X

Enlightened Fun

Image for Enlightened Fun

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.

REI social media

ENLIGHTENED FUN” NORM: Getting realigned, balanced, whole doesn’t have to be so earnest. Instead, the process can and should be fun.

Headspace commercial — “I meditate because my girlfriend told me to.”

ENLIGHTENED FUN” FORMS: A little goofy, silly. Very casual, relaxed. Laughing, enjoying life. Fun, light-hearted tonality. “The heart of meditation is taking ourselves a little less seriously.” “Your brain on Recess.”

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