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.

“HEART & SOUL” NORM: We’ll help you do what you love. Follow your passion.

“HEART & SOUL” FORMS: Soulful gazes, profoundly happy people — shown doing what they care about most. Soulful. “I meditate so running becomes more than just running.” “It’s a good day to do what you love.”

From a 2019 audit of the “Eat the Peach” space. Defined as: Makes me feel self-reliant, able to take action by breaking things down so I can understand them easily, representing me, thinking/feeling the way I think/feel.