Known around the world for its playful, witty and innovative style, international fashion house DSQUARED2 sought out a new online experience that would capture the brand’s values and vision, immerse new and loyal customers in the DSQUARED2 lifestyle, and enable any user an easier way to search, explore and buy on any device.

Knowing that its main audience had become increasingly mobile and digitally-savvy, DSQUARED2 came to Code and Theory to challenge its thinking on how design, content and technology can be used to best engage its target audience.


A Transformative and Modular Approach

A transformative and modular approach allowed the new DSQUARED2 website to change with every new season.

Colored modules reflective of collection and campaign imagery were utilized on the main pages to create an immersive and exciting experience for every user.

Designing with a modular system not only allowed us to cater to multiple content types, but it also enables DSQUARED2 to manage future progression of the platform.


Founders Dean & Dan at the Heart of the Website

The brand wouldn’t be without Dean and Dan Caten, the identical twin brothers, founders, and owners of DSQUARED2.

They are the visionary leaders and the living embodiment of the brand, and loved by fans of DSQUARED2 around the world.

Our goal was to capture their stories and experiences as a means to reconnect fans and introduce new customers to the brand’s history and larger-than-life persona.

Wherever possible, we incorporated Instagram modules that gave users an insight into the DSQUARED2 lifestyle. By showing looks and garments in a real-world setting—with Dean and Dan at the center of all the action—users could get a behind-the-scenes peek into the DSQUARED2 lifestyle.

We wanted to engage our customers through editorial content and allow them a window into the DSQUARED2 world. Code and Theory helped us do just that.
Mr. Dean and Dan Caten | Founders, DSQUARED2


The Content

The company and its founders, Dean and Dan, have creative interests wider than fashion.

This presented an opportunity to integrate engaging lifestyle content throughout the site. By including categories like music, art, cinema, food, and travel, users could get a better idea of the brand’s personality beyond its fashion sense.

We brought together all this material in a “Brand” section on the website, where users could browse through editorial content, interact with imagery, and even watch a live stream of a DSQUARED2 fashion show. To encourage social activity, each piece of content was shareable.

The result? A sophisticated, editorialized design that allows the international fashion house to express its true self online.

Screenshot 2023 09 29 at 3 51 52 PM
The Ritz-Carlton

Redefining the Legacy of Luxury for a Powerhouse in Hospitality

The hotel giant partnered with Code and Theory to bring its hotel's luxury into every element of its digital experience.

Read More
  • Built a scalable design system for both The Ritz-Carlton and The Ritz-Carlton Reserve.
  • Created a guest-centric site structure to facilitate booking, content exploration and discovery.
  • Strategy, design and launch in under one year.

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.

Read More
  • 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.

Screen Shot 2023 03 01 at 11 14 04 AM
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.

Read More
  • 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.

Untitled design

Speed to Market for a Portfolio Optimization Tool

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

Read More
  • 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.

Read More
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.

Read More
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 —


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

News — 

Amazon Ads Debuts First Small Business-Targeted Campaign

News — 

YETI Wins Fast Company Innovation By Design Award for Marketing