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.

“MINIMALIST” NORM: Less is more. Retreat from the world’s disorder.

“MINIMALIST” FORMS: Elegant simplicity. Uncluttered, spare layout. Generous use of “white” space. Single image (or no image) — allowing us to focus in and appreciate. Use of anti-embellishment terms like “raw” or “pure.” Or “refined” — which suggests that extraneous elements were removed.

From a 2023 study of the ON POINT territory (Achieve full control and mastery of your mood; place your faith in reliable, authoritative expertise and a time-tested way of doing things) within the Cannabis category.