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.

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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.

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Driving B2B Growth

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

Tipico Featured Module

Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

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  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving E-commerce to Fit Modern Audiences

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

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Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

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  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Leading With Empathy and Inclusivity

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

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Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

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  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

Transforming Education's Forefront

Defining the future of digital experiences in education.

Pfizer World| Shaping a Platform into a Beacon for New Priorities and Ways of Work

Pfizer World

<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working.

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Galleri| Introducing a Revolutionary Medical Feat to the Market



Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test.

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Evolving the Financial Services Model

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

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


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