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.

“GUT INSTINCT” NORM: Source of authority for brand’s claim that product will revitalize physical health and wellbeing, is your own gut instinct. A pragmatic and proactive code. In line with Malcolm Gladwell’s advice books.

“GUT INSTINCT” FORMS: “Listen to your gut” – voice emerging from the gut.

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