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.

“EVERYDAY TECH” NORM: Change requires ingenuity, imagination, and know-how. Choose our product and we can help transform your life.

“EVERYDAY TECH” FORMS: People living, working, and performing at their best — and interacting with technology that makes it possible. Upgrade. “Capture different.” “Exercise, eat, sleep, and live better.” “Your Day. Changed Forever.”

From a 2018 study of the BELIEVE IN US space, defined as “When making a big change, trust us for advice and guidance.“