Marketing Code-X

Utopia Now

Image for Utopia Now

Impossible Burger (YouTube)

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.

Zipcar social

UTOPIA NOW” NORM: Another world is possible. Dare to dream. Imagination trumps reality.

Robinhood social

UTOPIA NOW” FORMS: Cartoonish, fantastical, like a child’s ultra-optimistic prediction for the future. In the case of Recess: psychedelic, bizarre.

From a 2019 audit of the “Dream Life” space. Defined as: Makes me feel self-reliant, able to take action by inspiring me, validating my innermost desires, thrilling and amazing me.

Tags: CODE-X