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.

“COMBAT READY” NORM: Prepared to deploy — and conquer — any time, any place.

“COMBAT READY” FORMS: Women (most often women, these days) striking warrior poses — chin up, shoulders back, steely gaze, almost undetectable smile. Often extreme/grim contexts — as though they’re embarking to battle. Language about battle and victory.

From a 2022 study of the US Luxury space — across categories.