Guggenheim Partners

Guggenheim Partners

A united digital vision for one of the world's most innovative investment managers.

Guggenheim Partners was founded in 1999 by Peter Lawson-Johnston II, the great-grandson of Solomon R. Guggenheim—a renowned American businessman, art collector, and philanthropist. Today, the firm manages more than 240 billion dollars in assets globally.


The Problem

A Hidden Digital Prowess

As one of the world’s leading private investment banking and asset management firms, Guggenheim Partners has a rich history of thought leadership, particularly in the areas of technology and its impact on markets. However, the firm’s ability to market and present its insights, thought leadership, and rich history lagged behind competitors. In response, the firm partnered with Code and Theory to refresh the design of its company website——and, in tandem, redesign its mutual fund site,

As the modernization of a prestigious company’s identity was at stake, the challenge extended beyond designing and developing a website.


Project Challenges

How can a digital solution help clients locate and utilize the firm’s wealth of knowledge? 

How can Guggenheim Partners demonstrate their storied history of financial leadership while keeping people coming back?

Guggenheim Partners


The Solution

Connect History to Present Day

To pay homage to 130 years of rich history, the new uses the firm’s vast archive of photos as a visual representation of its unwavering commitment to its clients. Throughout the site, large, impactful motif images juxtapose historical photographs of family members alongside the firm’s current employees.

Illuminate Thought Leadership

The “Our Perspectives” platform is designed to showcase the insightful thought leadership the firm produces and publishes weekly. Our experience design teams mapped and powered a navigation system that encourages both intuitive surface intake and deeper dives into focused strata of investment, financial, and business commentary. Presenting financial content doesn't have to be boring; that’s why we leveraged innovative design presentation of typography, charts, quotes, chaptering, and micro-content to ensure the firm’s research comes to life in an engaging way.

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'