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.

“BREAKTHROUGH” NORM: We cracked the code – reinvented the wheel – took things to the next level. A radical break with the way things were.

“BREAKTHROUGH” FORMS: Exciting new products emerging from an inky void. Scientists, diagrams — sense of feverish, progressive discovery. Tonality is ambitious, portentous, a bit braggy. “Reimagine your workspace.” “Next level investing.” “To replace animals.”

From a 2019 audit of the “Future Is Now” space. Defined as: Makes me feel able to take action by reassuring me that I’m working with the most up-to-date tools, engaging with the latest thinking, moving smartly forward.