American Bar Association

Modernizing One of the Worlds Largest Professional Organizations

The American Bar Association (ABA) is one of the largest professional organizations in the world. With just over 4 million annual members, the organization dedicates itself to promoting the rule of law across over 50 individual law practice specialties.

In 2016, the ABA approached Code and Theory for a new website redesign. Not only did the ABA need a new and modern brand revamp to remain relevant with young lawyers, but they also needed an entirely new and modern platform that could support all the individual business needs of each specific law practice group. These activities include collecting membership dues with extremely complex pricing structures, selling physical and digital goods, organizing meetings and large multi-day events, and supporting Continuing Law Educational (“CLE”) accreditation on a national scale.

This project established a new CMS (AEM), a new single sign-on experience, a new ecommerce platform, new search integration, a bespoke meeting & event registration system, and an asynchronous messaging queue that could ensure all these systems sync with one another without performance issues.

  • Drive membership conversion and retention, with a special focus on a waning young audience
  • Increase revenue from other non-membership sources, such as products and meetings
  • Monetize premium content, as it is a primary member benefit through cross sell and promotion & restructure advertising so that it is more profitable
  • Give law practices specialty groups their own space and tools while maintaining a consistent brand experience for the organization
  • Establish editorial governance with necessary roles, responsibilities and skills to support and maintain the quality and consistency
  • Automate the migration of over 100 years of archival content maintained on the existing site

Technical Execution

  • Migration from CQ 5.5 to AEM 6.2
  • Automated content migration with Code and Theory AEM migration tool
  • Integration of AEM with SSO for both public customers and internal staff authors
  • SSO and content integration with over a dozen external 3rd parties
  • Highly integrated customer activity tracking, including Continuing Legal Education credits for courses taken
  • Personalized content feeds based on professional specialty and website behavior
  • Real-time systems integration with complex legacy environment
  • Highly complex search features that take full advantage of Solr and our custom AEM integration that dramatically improves the OOTB AEM search capabilities.
  • Accessible, mobile-first content experience

After many months of collaboration, ABA’s new site was launched in October 2018.

  • Highly complex integration of new and legacy systems
  • Completely revamped search capabilities
  • Significant analytics development gives the ABA full visibility into all operational details, including front-end errors and commerce performance
  • Detailed tracking of primary conversion flows for funnel optimization and KPI reporting
  • Federated reporting across OUs to report how members interact with content across verticals
  • A very wide-and-deep website now surfaces relevant content, improving bounce rate by 10%

Continue toThe Things We MakeProject

Evolving the Financial Services Model

We're transforming an antiquated industry through cutting-edge design—and driving the future of finance forward.

02
Washington Football Team

Charting a New Path for an Iconic Institution. Together.

A 360° rebrand for the football franchise to usher in an era of inclusivity, transparency, respect and shared passion.

Read More
  • Bold new identity system
  • Interactive digital fan experience
  • Powerful integrated campaign

A Bold Vision for Healthcare

From patient-centric products to back-end systems for providers, we’re reimagining how healthcare is experienced.

Digital Media. Redefined.

Nexstar Media Group | Helping 130+ Local News Stations Transition to Digital

BDG Floating
Bustle Digital Group

Modern Storytelling for Bustle Digital Group

Over six years, we invented new media platforms and reinvigorated classics—all with unparalleled design paradigms.

Read More
  • Bold creative identities
  • Flexible and scalable design systems
  • Customizable card formats and interactive storytelling

Promoting Travel & Hospitality

From staycation to spontaneous getaways, we help clients make the journey more exciting and efficient.

Reaching the Consumer for CPGs & QSRs

Morton Salt | Putting More Salt on US Tables

Cultivating Community in Education & Government

We’re strengthening some of the most influential institutions through digital-first platforms and communications tools.

Ad Age 0023Ad Age 0023Digiday1 0039

Recognition

  • Code and Theory

    Ad Age

    2020 Agency A-List
  • Code and Theory

    Ad Age

    2020 Best Places to Work
  • Code and Theory

    DIGIDAY

    2019 Creative Agency of the Year

All Work

adidas Originals Nite Jogger | A Digital Campaign Ecosystem that Brings Alive Creativity at Night

adidas Originals James Harden | Launching the Next Chapter in Adidas Basketball

Xerox | Making Now Work: A New Campaign for a New Time

Morton Salt | Putting More Salt on US Tables

Theodore Roosevelt Presidential Library | Defining the New Digital Museum Experience

adidas Running | Pushing Forward for Ultraboost 19

Washington Football Team | Charting a New Path for an Iconic Institution. Together.

Quest Diagnostics | Reinventing the Quest Digital Patient Experience

Bustle Digital Group | Modern Storytelling for Bustle Digital Group

NBC Olympics | 16 Days With the World's Biggest Website

NBC Sports | Going Local: An NBC Sports App to Connect Fans and Home Teams

Rockwell Group | Behind the Design of Rockwell Group

Mailchimp | Launching the New Digital Home for Tomorrow's Filmmakers

MetLife Investment Management | A New Platform for the Industry Powerhouse

The Venetian | Redefining Luxury in Las Vegas

Nexstar Media Group | Helping 130+ Local News Stations Transition to Digital

StuyTown | Human Design Built for Scale

Mailchimp | A Digital Platform for Emerging Writers and Creators

Giffords | Launching a Powerful Resource to Spark Action on Gun Violence

CNN | Understanding American Elections, One Visualization at a Time

Dignity Health | Delivering a Best-In-Class Digital Experience

PGIM | Unifying PGIM's Global Asset Management Network

Eurosport | Bringing Live Sports to the Palm of Your Hand

Vogue | Creating a Smarter, Lighter, More Fluid and Fully-Responsive Vogue.com

MCM | Using Data to Empower an Iconic Luxury Brand for Growth

Moncler | Bridging the Audience Gap with Moncler

CoinDesk | Relaunching a Pillar of the Blockchain Community

Nasdaq MarketSite | Nasdaq's Global HQ in NYC Gets a Pervasive Digital Infusion

J.P. Morgan | Powering the Financial Leader's Acquisition Engine

BBC News | Finite News Optimized for the Video Generation

The Council on Foreign Relations | Modernizing the Digital Presence of a Storied Institution

Fine Arts Museums of San Francisco | A Modern Identity System Uniting Two Eclectic Museums

The Jewish Museum | Bridging the Museum's Physical and Digital Experiences

Input | A Brand New Destination About Technology in Our Lives

Nylon | Re-introducing an Iconic Publishing Brand

Sky Italia | A Modern Digital Experience for the Italian Media Platform

United Technologies | Uniting a Quarter Million Employees Under One Platform

One Night | An App Experience Fit for One Night of Spontaneity

Facebook | Digital Tools to Revive and Inspire the Journalism Industry

Xfinity Mobile | Launching Comcast's Category-Breaking Mobile Service

MotorTrend | A Gaming App Experience for Car Connoisseurs

Burger King | Creating a Movement by Bringing Back Burger King's Chicken Fries

Variety Magazine | Rebuilding Variety's Online Experience

Condé Nast | Distinguishing GQ France as a Leading Lifestyle Voice for French Men

Burger King | A 360 Campaign Rewarding March Madness Fans

Hearst | Creating a Differentiated Yet Useful Site Experience

Hearst | Matching Hearst's Digital Experience to Its Physical Publications

InStyle | Building a New, Responsive InStyle.com

Finlandia | Creating a Digital Campaign Toasting the Less Ordinary Aspects of Life

LA Times | The Los Angeles Times Makeover

NBC Universal | NBCUniversal.com

Outernet | Outernet Satellite Dish

Bloomberg | A Completely Original Take on Political Coverage

Starwood | Maximizing Preferred Guest Rewards Redemption

NY.gov | A New Online Presence for New York State

The Webby Awards | An Inspiring New Digital Home for the Arbiters of the Best on the Web

DSQUARED | A New Online Experience for International Fashion House DSQUARED2

San Francisco Travel Association | Creating a Product Worthy of One of Earth's Most Beautiful Places

The Green Bay Packers | A Game-Changing Mobile Experience

Guggenheim Partners | A United Digital Vision for an Innovative Investment Manager

The Huffington Post | A Redesign for the 10th Anniversary

H&R Block | A New Tax Offering for Expats

SiriusXM | Creating a Sophisticated Product Rooted in SiriusXM Content

Visit California | Experience California Like Never Before

Globe And Mail | The Globe and Mail Adopts a Responsive Philosophy

Bloomberg | Creating a Smarter, Faster Bloomberg.com

G6 Hospitality | A New, Reliable and Efficient Motel6.com

Vanity Fair | Transforming a Summit Site into a Responsive, Flexible Destination

Bloomberg | A High-Impact Ad Strategy for Bloomberg Media

H&R Block | A Tool for Doubling the Speed of Tax Completion

Diversity, Equity & Inclusion | Diversity, Equity & Inclusion

Stylight | Making Style Happen by Crafting an Unforgettable Brand Experience

LBCI | Setting the Benchmark for Future Lebanese Digital Experiences

New York State Senate | A Digital Platform for Transparency, Engagement and Communication

H&R Block | Block Advisors, a Financial Planning Service Built Around You

Communication Arts | A New Era for the Iconic Inspirational Hub

Burger King | Introducing Grilled Dogs with Snoop Dogg

WWE | Building a Content Platform for Heavy Lifting

International Rescue Committee | A Responsive Site for the World's First Responders

HearstLive | The World From a Hearst Point of View

The Outline | The First Modern Mutation in Digital Publishing

Shirley Ryan AbilityLab | A Digital Platform Transforming the Medical Field

NBC News | A New Experience for Digital News

NBC News | Launching Three News Verticals for the Media Giant

MIT Sloan School of Management | Crafting a Platform for Ideas Made to Matter

Brand USA | Amplifying the USA as an International Travel Destination

U.S. Chamber of Commerce | A Brand and Platform for Small Business Partnerships

Rivian | Launching the World's First Electric Adventure Vehicle

American Express | Turning an Acquisition Journey into a Bento Box

Jiffy Lube | Building a Better Customer Experience: Online and Inside the Garage

American Bar Association | Modernizing One of the World's Largest Professional Organizations

Sunbrella | Redefining the Digital Textile Space

The Scene | Introducing The Scene, Conde Nast's Ultimate Content Platform

The Guardian | A Native Platform for One of the World's Most Iconic Publishers

Indigo AG | Adopting Regenerative Practices with the Terraton Initiative

Woodford Reserve | Creating a 3-Act Story Based Around Learning, Tasting and Cocktails

Comcast | Innovating the Customer Experience from Pipeline to Platform

Axe | An Iconic Men's Grooming Brand Known for Bold Marketing

Pulped | Providing Provocative, Alternative and Irreverent Video Content

Foursquare | Visualizing Data for the Platform's Pinpoint Ad Product

Consumer Reports | Turning a Transactional Brand into a Shared Lifestyle Community

The New Center | A New Home Devoted to Saving the American Political Discourse

NYCEDC | A New Hub for New Yorkers to Grow Their Business

New York Life | What 170 Years of Success Looks Like for Today's Evolving World

TEGNA | Creating a Centralized CMS for 39 Local News Stations

The Truth | Rebuilding a Revolutionary Brand for Modern Times

Yonder Music | Yonder Music Hear Forever

NBC News | NBC's Iconic Morning Show Becomes a Digital Lifestyle Destination

Citi Ventures | A Mobile Banking Service for a New Generation

Prong | Redesigning the New All-In-One Prong PWR Case

Comcast Corporate | From Corporate to Modern: Comcast's Brand New Platform

C40 Cities Finance Facility | A Platform Built for a More Sustainable Future

Nuveen | Giving an Age-Old Investment Behemoth New Digital Prowess

NBC News | Designing Snapchat's First Daily-News Program

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Continue toSays a LotThe Things We Make

Says a Lot —

Latest

VOT Efeature
News — 

VOTE! C&T for Webby Award People's Voice

Standard atlantic
News — 

Ad Age | Stagwell Group Wins The Atlantic Broadband Business

Group 23559
News — 

Mediapost | Code and Theory Overhauls Commonwealth Fund

Conedfeature
News — 

Adweek | Con Edison Names Code and Theory Agency of Record

Press — 

Con Edison Selects Code and Theory as its Creative Agency

Slide 12
News — 

Adweek | C&T Works with NCOA to Address Need for Digital Healthcare Resources

Group 995
News — 

MediaPost | Code and Theory Suits Up for the Washington Football Team

Group 995
News — 

Adweek | Inside Code and Theory’s Rebranding Plans for the Washington Football Team

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions