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.

“SIDEKICK” NORM: The very moment that you need us — at the first sign of cough/cold/flu, say, or when a bowl of cereal spills — we’ll be there for you.

“SIDEKICK” FORMS: Brand avatar (e.g., Airborne Man, Tukol’s honeybee, Cepacol’s blue genie) flying miraculously to your aid. Implication that you should always carry the product with you. You can rely on us to show up for you: e.g., “Thankfully there’s Airborne Man. Only he can bring you our most powerful immune boost yet.” “Let Tukol help you.” Arriving in the nick of time: e.g., “Uh-oh! A painful sore throat? Not now!”

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