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.

“NATURAL BOOST” NORM: Our remedy leverages the straightforward, simple goodness of nature itself.

“NATURAL BOOST” FORMS: Images of fruit, herbs, honey, other natural ingredients. Product juxtaposed with ingredients, or posed in natural settings. Product juxtaposed with food/meals, placed on kitchen tables, etc. Barely contained natural goodness: e.g., “Packed with Vitamin C”, “Bursting with ___”, “1000 black elderberries”, “More vitamin C than 10 oranges”, “brimming with wholesome ingredients.” Expressions of simple, natural goodness e.g., “Feel the good.”

From an ongoing audit of what we’re calling the Covid Relief space.