North Face ad
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.
“RALLYING CRY” NORM: The brand’s mission and credo are the same as yours: Live a more adventurous life.
“RALLYING CRY” FORMS: Adventure scenarios juxtaposed with exhortations in ALL CAPS to commit to the adventure. Short, punchy commands — usually verb first, e.g., “Go, Find, Do, Start, Make, Move”.