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.

“YOU’LL GET THERE” NORM: You’ve lost something important to you — your life isn’t what it used to be. Now it’s time to reclaim what you’ve lost.

“YOU’LL GET THERE” FORMS: People doing what they love — hiking, laughing, etc. People proudly demonstrating that they’ve got it back. Coach/life coach tonality. “Don’t hold back.” “Do the things you enjoy.” “I found my ____”. “Get back in shape!”

From a 2018 study of the GET IT BACK space, defined as “Yes, your life has changed for the worse — but there’s reason to be optimistic. We can fix this.“