U.S. Chamber of Commerce

A Brand and Platform for Small Business Partnerships

Introducing a New Digital Brand for Business Leaders

The U.S. Chamber of Commerce is the world’s biggest business organization. For over 100 years, it has advocated for American business, both big and small. It believes that a vibrant and free business sector creates opportunities that benefit us all now and will benefit future generations. In 2018, it sought a partner to position this historic organization for growth and continued relevance in the digital era.


The Challenge

When the Chamber approached Code and Theory, it was facing an interesting challenge. The Chamber has long-established connections in Washington, D.C. and on Wall Street. Extensive surveys of small and medium sized business owners across the United States revealed a deep disconnect between the Chamber and these businesses. Put simply, they felt that the Chamber cared more about Wall Street than Main Street.

The Chamber needed an approach to overcome this challenging perception. Additionally, the Chamber itself needed to develop a scalable digital culture, one that could develop and foster diverse audiences on owned platforms with a distinctive look, feel and functionality. Previous attempts to launch digital campaigns failed to scale up.


The Strategy

After conducting extensive audience research, we determined that small and medium sized business owners were looking for a reliable partner to deliver insights and advice to help them grow their businesses. Specifically, this audience segment was looking to connect with a network of peers and experts, ask and get answers to their most pressing questions, and grow their businesses within a supportive framework.

Relevancy, we learned, was the number one criteria for delivering value to this audience—generic platitudes were a waste of time. They needed actionable advice to help their businesses grow.


The Solution

Introducing CO—

A new brand and digital destination for small and medium sized business owners to get actionable information about how to start, run and grow their businesses. We created CO— as a community, collaborative space and a source of compelling information and advice.

We designed CO— to produce highly specific, prescriptive and findable content that answers the questions that matter to the small and medium business community. These answers come from fellow business owners sharing real life experiences from their own businesses, and this content strategy was employed throughout the site. Additionally, editorial features like the Midnight Oil newsletter target this audience in the late hours when audience research indicates they are working late.

CO 2


The Conclusion

Thrive in Good Company

We are helping business owners connect, collaborate and co-create. USCC provides business owners with a strong community, enabling them to find reliable and relatable support from peers and experts.

Screen Shot 2019 09 25 at 12 32 34 PM

Evolving E-Commerce To Fit Modern Audiences

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

Gawker 2
Bustle Digital Group - Gawker

Gawker | Don't Call It A Comeback.

An entertaining and engaging experience, all while still bringing a touch of class and sophistication.

Read More

Evolving the Financial Services Model

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

Spotify Feature

Artists don't just make art. They make money too.

Building a bigger funnel to help artists grow on Spotify.

Read More
College Board| Positioning The College Board As An Integrated Partner For Students

Transfiguring An Integrated Student, Parent And Educator Experience

<p><strong>Transfiguring An Integrated</strong> Student, Parent And Educator Experience</p>

Transfiguring an integrated student, parent and educator experience.

Read More
Rally| Elevating The Site Experience For A Crypto Pioneer

Elevating The Site Experience For a Crypto Pioneer

<p><strong>Elevating The Site Experience</strong> For a Crypto Pioneer</p>

Elevating the site experience for a crypto pioneer.

Read More
Coned Additional

Building a future vision for Clean Energy in New York

ConEd tapped us as AOR to lead an integrated, purpose-driven marketing partnership to educate a multitude of audiences

Read More
  • A new brand strategy that ties ConEd’s clean energy vision to its purpose
  • An integrated creative campaign to showcase ConEd’s clean energy vision to its customers
Award WebbyW3 0031Ad Age 0023


  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

Says a Lot —


News — 

Ad Age | Top 5 Diversity, Equality, and Inclusion Efforts To Know About Right Now

News — 

PRNewswire | Stagwell (STGW) Digital-First Creative Agency Code and Theory Launches Industry's First Holistic Inclusive Design and Marketing Strategy Discipline

News — 

Ad Age | Marketing In The Metaverse —What Science Fiction Can Teach Brands About Web3

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

Muse by Clio | Don't Talk to Me About NFTs and the Metaverse

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here

News — 

Webby Awards | Code and Theory Named Webby Winner in 26th Annual Webby Awards

News — 

The Drum | Adland's reaction to Musk's $44bn Twitter deal: 'a major disruption to its ad business'