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.

“MAKING MEMORIES” NORM: Everyday life is unmemorable — so find opportunities for special moments and experiences.

“MAKING MEMORIES” FORMS: Instagrammable moments. Kids looking delighted and amazed. Wonder cabinet scenarios. “Memories are made ___.” “Fun has more stories.” “Revolutionary experiences.” “When the stories start with ___”

From a 2020 audit of the Parenting space. Thanks, Kelly Webster, for the assist.