Ad Age’s Lindsay Stein recently interviewed Brand USA’s David Whitaker and Code and Theory’s Michael Martin about the agency’s appointment as Brand USA’s digital agency of record.

Code and Theory's first task in its three-year engagement with Brand USA is to redesign the organization's website, which will include a new visual plan and user experience strategy.

"What we've challenged Code and Theory to do is build us this amazing product that feeds, fuels and delivers on the premise of a social-first strategy to educate, inspire and inform travelers . . ."

In addition to the work on the site, Code and Theory will partner with Brand USA’s other agencies on the upcoming brand campaign.

Mr. Martin said the website and collaboration on the campaign is about more than just inspiring people to travel. He said it's about "the spirit of hospitality that the country is based on" and reflecting the U.S. in a positive and inviting light, even from a geopolitical standpoint.

To read the full article on AdAge.com, click here.