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.

“SPECIFIC TARGETING” NORM: Each type of person (or demographic group’s) physical needs are unique and specific; physical restoration demands remedies that are specific to the individual’s type or group. Via specific targeting, the product will restore physical health and emotional wellbeing.

“SPECIFIC TARGETING” FORMS: “Targeted formulas,” “Find the one that’s right for you”. Array of product variations; images of specific types of person (young woman, middle-aged man, etc.) posing with specific product.

From a 2014 audit of the OVERHAUL territory (defined as pragmatic, proactive, making changes for optimal performance) within the Health & Wellness category.