News | May 21st 2020

MediaPost | Theodore Roosevelt Presidential Library

Code and Theory Helps Make New TR Presidential Library 'Digitally Native'

Originally published on MediaPost

After several aborted attempts, plans are being laid for a Presidential Library honoring and preserving the legacy of the 26th U.S. president, Theodore Roosevelt. And with help from Stagwell Media’s Code and Theory the blueprint envisions the facility becoming America’s first "digitally-native" museum.

The physical library has not yet broken ground in Medora, North Dakota, but both fundraising and a design and architecture competition are well underway.

And plans for the museum’s digital presence, led by C&T, are ongoing. Digital content and experiences are not supplemental to an in-person experience, but rather will be differentiated and unique to each visitor and participant, the agency asserts.

The firm’s first phase focuses on the “tactical aspects,” says Ben Berentson, managing director, C&T. He explains the TRPL website is designed to convey information about the project, provide timely updates, and act as a means to drive donations of either money or artifacts.

Meanwhile the social content strategy seeks to humanize a historic figure, who served as president from 1901 to 1909. Berentson cites interesting facts like how TR was blinded in one eye after a boxing accident in the White House and how he helped form the National Collegiate Athletic Association. He was also the first sitting President to leave the country.

Berentson believes the biggest challenge “but also opportunity” is that the entire museum project is in its early stages. While there is press coverage to be found, there is not (yet) a lot of owned content, he says. Similarly the collections of documents and artifacts that help illustrate T.R.’s life predate the National Archives and Records Administration (NARA), meaning that ownership is scattered across other organizations and private owners.

“This meant that we needed to build a flexible site that could scale to house large volumes of content, and could evolve as their project and team evolves over the coming weeks, months and years,” says Berentson.

With the physical museum and its digital architecture being developed in coordination, legacy infrastructure is a non-issue, which usually isn’t the case with other institutions undergoing a “digital transformation,” notes Berentson.

“We need to rethink what cultural institutions mean on digital, especially when those institutions are inaccessible to us. We believe the question goes from, ‘what does it mean to visit a museum when the museum is inaccessible?’ to ‘what does it mean to experience a place when you can’t be in that place?’”

Roosevelt interior mech spreads 420 3 e1587841090381 1

Says a Lot —


News — 

Code and Theory, a Stagwell (STGW) Network Company, Named Ad Age Business Transformation Agency of the Year

News — 

CampaignLive | Behavior as a prompt: Why AI’s ability to anticipate will change business forever

News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

News — 

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

News — 

Figma Names Code and Theory as Launch Partner in New Service Partner Program

News — 

Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation

We Are a Technology-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions

Code and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at

Careers at

Code and Theory

All of our roles are open to remote applicants. We're not typical, and neither are you. We're always seeking smart, interesting, and forward-thinking people.