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.

“FAMILY TIME” NORM: Don’t let pain stop you from building memories with your children or grandchildren.

“FAMILY TIME” FORMS: Scenes of family togetherness. Rich, warm color palettes suggesting special moments that we’ll never forget. Savoring each moment. “Celebrate each extraordinary moment.” “Don’t miss out.” “Don’t let pain stop your story.”

From a 2019 study — conducted in partnership with Semiotica Studio — of the BACK TO NORMAL territory (getting back on track in life) within Mexico’s Pain Relief category.