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.

“YOGA BALANCE” NORM: Cultural Crisis: Physical (digestive) imbalance causes us to be emotionally and psychologically unbalanced. What’s needed is emotional/psychological relief in the form of restored balance. We want a product that’s like a yoga instructor. Product will relieve physical/emotional imbalance, leaving you calm and centered — ruling metaphor is yoga/Zen balanced-ness.

“YOGA BALANCE” FORMS: “Center,” “Balance”. Yoga poses, yoga mats, lotus position, meditation, eyes closed, serene expressions, white clothing, doing yoga in beautiful natural settings.

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