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.

“POWER-PACKED” NORM: Source of authority for brand’s claim that product will relieve physical and wellbeing issues, is the persuasive force of sheer numbers. A pragmatic (dealing with needs in a sensible way) and proactive code (not relying on tried & true).

“POWER-PACKED” FORMS: Power in a small package: “The goodness of yogurt in one small capsule.” Ever-larger numbers. “10 probiotic strains,” “14 probiotic strains,” “50 billion active cultures per capsule”, “3x more,” “60% faster”. Numbers. Cut-outs and splashes with claims about numbers.

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