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.

“MEDICAL AUTHORITY” NORM: Trust the brand like you trust your doctor.

“MEDICAL AUTHORITY” FORMS: Blue and white, red — medical color schemes. Certifications. Stethoscopes, sterile contexts, other medical signifiers. Authoritative tonality. “#1 most recommended by doctors.”

From a 2019 study — conducted in partnership with Semiotica Studio — of the TREAT YOUR SYMPTOMS territory (effective, proven treatment of physical symptoms) within Mexico’s Pain Relief category.