Today’s luxury consumers are young, savvy and global; they not only have a taste for extravagance, but also a commitment to philanthropy and social conscience. In 2013, Code and Theory worked with South African entrepreneur David Leppan to reach this new ‘global mobile elite’ by launching, a bilingual online lifestyle guide that exposes high net worth individuals to the best travel, products, food, and culture the world can offer, and also ways they can make the world a better place.

To provide’s affluent users with the elite service they expect, Code and Theory built a website with a sophisticated display, a personalized editorial experience, and a fully responsive design that scales fluidly between desktop, tablet, and mobile phone.


Engaging Design

A balance of cleanly designed feature articles, galleries, and video pages creates a sleek, immersive browsing experience, encourages site exploration, and reinforces the website’s authority on global luxury.

Bilingual Capability is a truly global destination, and the bilingual website was built with simplified section pages and purposefully curated content to engage both English and Mandarin speakers.

Bespoke Experience

Personalization is central to; the website tracks a registered user’s behavior, interests, and location to present relevant, tailored information. By visiting the site regularly, a user’s distinctive tastes and personality will be mirrored on screen with customized content.

Personal Black Book

Registered readers can create and organize their own go-anywhere luxury guides by clicking on the Black Book icons throughout the site to collect products, places, and calendar events they want to save and share.


Responsive Design automatically reformats text, imagery and advertising to whichever device — smartphone, tablet or desktop — a reader is using.

Following the website’s launch,’s content will provide the foundation for the bi-annual print edition. The prestige coffee table book will feature the most popular features from the online team of international journalists and photographers, with the goal of creating a luxury object as compelling as the content covered in the website.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

Black BoxBlack BoxBlack Box


  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List

All Work


Says a Lot —


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